Star trashes survey by on air time inventories

A study done by online media exchange and tomtommed by it in the press has been rubbished by Star India. The study had claimed that a large chunk of advertising inventory on satellite channels goes underutilised.

Says Star India executive vice-president Raj Nayak: "There are tremendous anomalies in the study. Only a channel can know what inventories it has. Analysis of data can tell you how much inventory is utilised and not under-utilised. Each channel has a different way of dealing with commercial time. We have a strict limitation of taking on only 10 minutes commercials for an hour of telecast. (This is a statutory requirement as per the Hong Kong government's broadcasting code. Star is uplinked from Hong Kong) DD takes maybe 20 minutes, and even more - there is no limit with DD. Even Zee TV took on so much advertising for Miss World that they spread it over five and a half hours. Ditto with Sony. So how can any one tell for sure?"

The exchange4media study, reportedly based on the Media Monitoring Report by Consumer Opinion and Future Trends (COFT) for a four-week period in September 2000, had claimed that etc channel had utilised its inventory to the maximum at about 90 per cent as compared to 41 other television channels beaming on prime time between 7 and 11 PM

The other channels which have been analysed include: Sony at 77 per cent, DD Metro and Zee News at 75 per cent, Set Max and Zee TV at 73 per cent, Raj TV at 71 per cent, Asianet and Zee Cinema at 70 per cent, Alpha Marathi at 68 per cent, Sun TV 67 per cent, CNBC at 66 per cent and Star Plus at 63 per cent.

Additionally, the survey had said that inventory utilisation suffered more in the afternoon band between 12 noon and 4:30 pm, with DD National ranking as the best at 76 per cent, followed by Zee TV at 73 per cent, CNBC at 66 per cent and Sony at 63 per cent.

Nayak questions how any analysis can be done on seven-month-old data in a dynamic industry such as television where changes are taking place every second. "It's a piece of rubbish," says a Star India source.

Officials from were not available for comment as this story was being uploaded. A reaction is awaited.

Latest Reads
Republic TV continues to dominate English news genre: BARC week 44

In the Hindi news (U+R) genre, Zee News climbed two slots to the third position in week 44 of BARC ratings. Aaj Tak yet again stood on top in all the three genres. Republic TV continues its dominating streak in the English news genre.

Television TV Channels Viewership
Essel Group engages Goldman Sachs to sell half its stake in Zee Entertainment

Mumbai: 13th November 2018, Subhash Chandra and family along with its advisors met in Mumbai over the Diwali weekend to undertake a strategic review of its businesses in view of the changing global media landscape. The strategic review underscored the importance of technological advancements such...

Television TV Channels GECs
Neville Bastawalla to take over as marketing head of SPN India sports cluster

Sony Pictures Network (SPN) has made some internal changes and handed the responsibility of heading marketing for the sports cluster to Neville Bastawalla, a source close to the development informed

Television TV Channels Sports
Big Ganga Sets up Safe Changing Rooms for Women During Chhath Puja

Riding on the success of multiple initiatives, ZEE Entertainment Enterprise Limited’s No. 1 Bhojpuri Channel, Big Ganga introduces a much-needed social initiative - ‘Ek Kadam Swabhiman Ki Aor’ on the occasion of one of the most popular festivals of the region, Chhath Puja.

Television TV Channels GECs
Most awaited awards of the year - Nickelodeon Kids Choice Awards 2018 is back, bigger than ever!

It’s time to blow the trumpets and roll out the orange carpet for Nickelodeon Kids Choice Awards 2018.

Television TV Channels Kids
Zee TV leads GEC urban in BARC week 44

Zee TV that was on the fourth position in the previous week climbed to the second position in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 44 of 2018.

Television TV Channels Viewership
Anushka Sharma joins hands with Discovery to promote Tiger Conservation Movement

Leading Bollywood actress Anushka Sharma has joined hands with to promote a global awareness movement to save tigers from extinction.

Television TV Channels Factual @ Discovery
Shemaroo Entertainment brings back the Golden Era of Nimmiji

Shemaroo Entertainment’s retro music channel Filmi Gaane launched a compilation of 35 songs of 1950’s veteran actress Nimmi by the name “SUPERHITS OF NIMMI - The Vintage Beauty”.

Television TV Channels Music and Youth
Star India publishes RIO as per TRAI tariff order

After Supreme Court of India gave the verdict in favour of Telecom Regulatory authority of India (TRAI) in the tariff order case.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories