Viewers’ thumbs up to ABP News: MxMIndia – Ormax Media survey of News TV viewers
By A Correspondent
It’s been a week since Hindi, Bengali and Marathi news channels, Star News, Star Ananda and Star Majha were rechristened ABP News, ABP Ananda and ABP Majha respectively. MxM India commissioned Ormax Media, leading consumer insights and consulting firm, to conduct a survey on news television viewers to elicit their response to the rechristening.
And the findings are overwhelmingly in favour of ABP News: that people are aware of the change, 85 percent feel that the name change is inconsequential and 10 percent even find the new channel better than before! And most importantly viewers seem to be echoing the Star News line with 92 percent of those survey saying other than the name, nothing had changed in the channel.
Clearly, the findings of the survey conducted by Ormax Media indicate that viewers in the chosen target group have adopted considerably well to the rebranding of Star News as ABP News. Commenting on the results, Shailesh Kapoor, CEO, Ormax Media said, “The high awareness for the brand name change is a significant achievement for ABP. They have managed to make a smooth transition. The results tell us that the consumers have taken the name change in their stride comfortably.”
In an interview with MxM India when the name change was announced, MCCS CEO Mr Ashok Venkatramani had remarked that out of the three 24-hour channels set to be rebranded, the Marathi and Bengali channels, Majha and Ananda as suffixes are unique and have grown in popularity and acceptance but the same is not true for the Hindi channel where the suffix is ‘News’ which is a generic term.
Ormax Media conducted the survey on a target audience of males in the age group, 24-44 years in SEC ABC, who are regular Hindi news viewers. With a sample size of 200 respondents, the survey was conducted in 14 markets: Mumbai, Delhi, Pune, Kolhapur, Ahmedabad, Jamnagar, Indore, Gwalior, Ludhiana, Jalandhar, Lucknow, Kanpur, Bareilly and Allahabad.
The findings of the survey, categorized under ‘awareness’, ‘impact of name change’ and ‘any other changes’, are as below:
As far as awareness of the change in name is concerned, of the 200 respondents, 83 percent viewers were aware that Star News had become ABP News
IMPACT OF NAME CHANGE
When asked what the name change from Star to ABP means to them, for 85 percent of the respondents, the name change was inconsequential to their watching the channel
10 percent of the respondents claimed that they will watch the channel more after the name change stating better logo and better presentation as primary reasons for the preference.
Some responses from these 10 percent viewers are:
“Naya look achcha laga channel ka”
“Pehle se zyaada fresh lag raha hai”
“Mujhe channel ka naya logo bahut pasand aaya”
“Presentation ka tareeka kuchch alag sa laga mujhe achcha laga”
“Display achcha ho gaya hai”
And just 5 percent of the respondents said that they will watch the channel less after the name change citing lack of credibility due to absence of the Star brand name as the main reason.
Some responses from this group of 5 percent viewers are listed below:
“Star News bada naam hai, ABP kabhi suna nahin”
“Pehle ka naam achha lagta tha, abhi ka naam ajeeb sa hai”
“ABP mein woh attraction nahin hai jo Star mein tha”
“Jab Star News tha toh wahan news sabse pehle aati thi, ab pata nahin kya hoga”
“Pehle Star company ka channel tha, abhi lagta hai kisi politician ne le liya hai”
ANY OTHER CHANGES?
When asked if the viewers had noticed any other change in the channel apart from the change in name, 92 percent of the respondents said that nothing else had changed in the channel besides the name.
Only 8 percent of the respondents believed that apart from the channel name, brand logo and presentation style had also changed.