What TV viewers watched in 2011

13 Feb,2012


By A Correspondent


Digital viewing of television grew a phenomenal 63 per cent in 2011, indicating the shape of things to come in 2012 and forthcoming years. This and various other results are part of TAM Media Research’s third annual report on television viewing patterns inIndia.


Titled ‘Impatient Generation’, the report was launched by Union sports and youth affairs minister Ajay Maken at the Indian Merchant Chamber’s ‘Fusion 2012’ conference. Ms. Bhavna Doshi, President, Indian Merchant Chamber and Mr LV Krishnan, CEO, TAM, were also present on the occasion.


“We conduct such a study every year. The study, ‘Impatient Generation 2011’, is a quick, reader-friendly compilation of TV viewing trends in 2011. It gives a patient update of the impatient world of audiences consuming TV content. This annual feature attempts to update all advertisers, marketers and other stakeholders on how to reach out to their target groups,” said Mr Krishnan.


Here are some of the highlights of the report:


The TV Viewing Universe

  • C&S at All India level is currently 126 million Households, Digital Households (42 mn) have grown at 63 per cent.
  • C&S and Digital grew by 5 per cent and 61 per cent respectively in TAM reported markets.


Viewing trends in key genres



  • Hindi General Entertainment Channels (GECs)
    1. Viewership of Hindi GECs genre has seen a 6.5 per cent dip.
    2. Viewership share of Hindi GECs is 38 per cent of all TV viewing and Top 6 GECs account for 90 per cent of the audience shares gained by the genre.
    3. In 2011, Hindi GEC genre has shown a consistent growth in 1-hour special fiction episodes during Prime Time on Weekends.
    4. Delhi, Maharashtra, UP & Gujarat have been the Top performing markets for Hindi GECs genre across years and the viewership returns from Metros have seen a slight drop.


  • Hindi Movie Channels
    1. Hindi movie genre holds about 15 per cent of total TV viewing.
    2. Number of unique movies aired in 2011 has decreased by 10 per cent.
    3. Both airtime and viewership of South-dubbed movies has seen a clear growth in 2011.


  • Hindi General News
    1. Share of Hindi News genre has witnessed a 10 per cent growth in 2011 after decreasing in 2010.
    2. Returns from News Bulletins has witnessed an appreciable increase while viewing proportion from telecast of Review/Reports has witnessed a decline across years.


  • English Entertainment
    1. Overall GRPs have increased by almost 50 per cent with Reach & Time spent contributing to the gain.
    2. Digital penetration increasing in key Metro markets has led to greater access for the channels.
    3. The growth in Consumption led by Time Spent is showing a 15-20 per cent increase.


  • Kids Channels
    1. The overall genre with 18 per cent share seems to be on a growth path with new channel launches in 2011. Today, 14 channels constitute the genre.
    2. The Reach levels for 10-14 years age band has improved in 2011.
    3. With the increase in number of channels, Kids genre witnessed a continuous increase in viewership share since 2008.
    4. Homes with Kids are faster in adopting to Digital TV platforms with growth rate touching almost 60 per cent in 2011.


  • Sports Genre
    1. Sports genre witnessed 200 million unique viewers in year 2011.
    2. There has been 18 per cent rise in Sports content on TV during 2011.
    3. Live sports coverage continued to garner over 50 per cent of the viewing for any sports content.
    4. 2011 saw 35 per cent growth in advertising volumes, but 70 per cent of volumes continued to be garnered by cricket.


Launch_of_Impatient_Generation_by_Mr.Ajay_Maken, Hon’ble Minister of State for Youth Affairs and Sports, Ms. Bhavna Doshi, President, Indian Merchant Chamber and Mr. LV Krishnan, CEO, TAM Media Research


Viewing trends in select regional markets

  • Tamil Nadu
    1. Digital penetration increased by 17 per cent in Tamil Nadu market.
    2. Increase in viewership is because time spent levels increased by 3 per cent in Tamil Nadu market.
    3. Tamil GECs, Music and Sports also witnessed increase in viewership.


  • Andhra Pradesh
    1. Digital penetration has just touched 8 per cent in AP market.
    2. While overall Time Spent on TV is high (over 3 hours daily), its growth is just 1 per cent over 2010.


  • Karnataka
    1. Kannada GECs, News are primarily on a growth track in viewership.
    2. While serials provided almost 3 times ROI, the growth in viewing for this genre has continued to be excellent with an average of almost 20 per cent in 2011.


  • Kerala
    1. Fall in Time Spent by 6 per cent has resulted in overall TV viewing coming down in 2011 but the introduction of new channels has resulted in a growth in viewing again the last few weeks of 2011.
    2. Malayalam GECs dominate with a lion share of 50 per cent with news, movies and music following.
    3. Malayalam Kids Content pick viewing with launch of New channel – Kochu TV.


  • West Bengal
    1. Viewership of Bangla regional has witnessed a steady and fast growth from 5 per cent share in the year 2000 to 43 per cent as of 2011, eating into Hindi channels’ share.

There has been a growth in ratings for regional movies and events as compared to Hindi movies and events.


  • Maharashtra
    1. Although total TV viewing remained steady, viewership of Marathi yegional has seen a growth over last year.
    2. The growth is seen maximum on Digital TV platforms (31 per cent), as compared to Analog set of viewers (13 per cent).
    3. Unlike 2010, the Marathi GEC genre had prioritized the airtime mostly for the higher ROI generating contents like fiction, movies and reality shows.
    4. Chat shows/ Interviews (on Marathi news channels) now constitute about 12 per cent of airtime, contributing about 14 per cent of total viewership.


According to Mr Krishnan, the study provides a useful perspective to TV broadcasters and production houses of the where, when and how TV audiences are changing in their tastes and preferences, what content they are rejecting or accepting. “The dynamics that shape an average Indian household viewer’s relationship with TV each day starting from morning to evening is another block that this TAM feature attempts to throw light on,” he said.


MxMIndia will bring you more viewership trends over the next week.


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