Advertisement


Advertisement

Thread Rating:
  • 5 Vote(s) - 3.8 Average
  • 1
  • 2
  • 3
  • 4
  • 5
Who says the TV screen is crowded?
Advertisement
#1
Four new Hindi general entertainment channels (GECs) were launched in the past 18 months. That brought the total to 13 in one of the most over-served markets in the country, the Hindi speaking states. Has that increased clutter?

Surprisingly, no. According to a TAM Media Research report, ‘The Impatient Generation; TV Consumption Behaviour Study 2009’, it actually led to an increase of three per cent in the viewership share of Hindi GECs. That, among many other insights, is what the study, which covers TV viewing behaviour in India between January and June 2009, highlights.

<img style="float:left; margin:0px 10px 0px 0px;" src="http://www.business-standard.com/newsimgfiles/2009/december/17122009/121709_16.jpg" />It confirms something we guessed all along – that fragmentation is increasing and attention spans are decreasing. The time spent on TV on weekends has fallen by three minutes, especially among young people and (surprise) the elderly.

However, the TAM report also busts some popular myths about TV viewing, especially the ones perpetuated by TV critics. That people are tired of soaps and are watching reality shows. The viewership share of reality shows on Hindi GECs has actually dropped by four per cent over the same period last year. This happened even though the amount of reality programming on air remained the same. And that of serials increased by one per cent, even as the programming hours remained the same.

In other languages – Bengali, Tamil, Telugu, Marathi – while reality shows get a nice chunk of viewership, soaps walk away with anywhere between one-third to half the viewership in that genre. In markets like West Bengal, the share of reality shows has dropped by half.

The other major bit of news is the rise of news channels in Indian languages other than Hindi, even while the share of Hindi news dropped somewhat. That is not surprising. Almost every major broadcast network in the country has launched news channels in Marathi, Tamil and Telugu, among several languages. Since these would have a more local flavour, people prefer to watch the news in their own language.

The report makes a basic point. That, when it comes to understanding consumer behaviour on television, the weekly highs and lows in TVRs do not matter. It is the long-term trend – channel share or genre share over several quarters – that really shows what is happening in the broadcasting business.

Reply
Thanks given by:
Advertisement
Advertisement




Possibly Related Threads…
Thread Author Replies Views Last Post
  General News: Star to bring multiplex strategy to small screen with launch of Star Gold 2 nairrk 0 383 01-29-2020, 02:58 PM
Last Post: nairrk
  General News: Zee Classic, Mukta A2 Cinemas to bring classic films to the big screen nairrk 0 814 09-23-2017, 07:19 AM
Last Post: nairrk
  Breaking News: Sarabhai vs Sarabhai likely to hit small screen again rahul1117_kumar 0 568 06-30-2016, 02:47 PM
Last Post: rahul1117_kumar
  Breaking News: Multi Screen Media rebrands as Sony Pictures Networks THAKUR 4K 0 1,008 11-03-2015, 01:28 PM
Last Post: THAKUR 4K
  Breaking News: Colors launches Screen Awards 2013 MAHI 2 1,199 01-13-2013, 10:23 AM
Last Post: MAHI
  DTH News: Star Screen awards boosts TRP of Star Plus Sathish 0 1,718 01-29-2011, 11:19 AM
Last Post: Sathish
  2001-2010: Small screen touched lives in a big way Mr.Bhat 0 999 12-31-2010, 08:53 AM
Last Post: Mr.Bhat
  Help: Zing Big Screen showcase Mumbai Meri Jaan Sathish 0 897 10-27-2010, 02:36 PM
Last Post: Sathish
  Breaking News: Multi Screen Media mulls acquiring regional TV channels Mr.Bhat 0 811 10-19-2010, 01:09 PM
Last Post: Mr.Bhat
  Blockbuster gains on small screen Sathish 0 1,001 09-21-2010, 10:42 AM
Last Post: Sathish

Forum Jump:


Users browsing this thread: 1 Guest(s)
Advertisement