Broadcast Worldwide initiates broad based research programme
Rathikant Basu promoted Broadcast
Worldwide which will be launching Tara regional channels
has initiated a wide based research programmes for its channels.
Tara Marathi will be launched next week and Tara Punjabi
will be launched a week after. Similarly Tara Gujarathi
will be launched on the 1st of next month. The channel has
its research design and framework in place and it will be
implemented as soon as the first channel goes on air.
According to Rupa Banerjee, Senior VP Marketing, Broadcast
Worldwide, "The research that we are undertaking will
have no fixed time frame. The initial time frame is 3 years
but it could extend well upto 5 years. The main purpose
of the research is to understand the mindset of the regional
audience, their aspirations and their demands."
The research will be a multicenter quantitative study. This,
the channel claims is the first of its kind in India by
any channel, be it regional or national. The channel expects
to use the feedback from the consumers for betterment of
Because of the continuous nature of the research programme
the time-frame for any particular viewers response could
be as less as 2-3 weeks. According to Rupa Banerjee, the
research will focus on understanding the role of television
in the life of viewers, viewers perception. The research
will also be used to tap viewers aspirations and anticipate
The research will not only focus on programming preferences
but will also try to find out channel and band preferences.
The study will be carried on extensively throughout India
and Bangladesh. The channel has hired leading research agency
IMRB for this purpose.