report shows that GRPs (gross rating points) in English entertainment
have increased by almost 50 per cent with reach and time spent
contributing to the gain. Increase of digital penetration
in key metro markets has also led to greater access for the
channels. The growth in consumption led by time spent is showing
a 15 per cent-20 per cent increase.
Channels 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. The reach levels for 10-14 years age
band has improved in 2011. With the increase in number of
channels, kids genre witnessed a continuous increase
in viewership share since 2008. Homes with kids are faster
in adapting to Digital TV platforms with growth rate touching
almost 60 per cent in 2011.
genre witnessed 200 million unique viewers in year 2011. There
has been 18 per cent rise in Sports content on TV during Year
2011. Live sports coverage continued to garner over 50 per
cent of the viewing for any sports content. 2011 saw 35 per
cent growth in advertising volumes, but 70 per cent of volumes
continued to be garnered by cricket.
the regional space, Digital penetration in Tamil Nadu increased
by 17 per cent. Increase in viewership is because time spent
levels increased by 3 per cent in Tamil Nadu market. Also,
Tamil GECs, Music and Sports witnessed increase in viewership.
Andhra Pradesh, the digital penetration has touched 8 per
cent. While overall time spent on TV is high (over 3 hours
daily), its growth is just 1 per cent over 2010.
GECs and news are primarily on a growth track in viewership.
While serials have provided almost 3 times ROI, the growth
in viewing for this genre in Karnataka has continued to be
with an average of almost 20 per cent in 2011.
Kerala, fall of time spent by 6 per cent was seen. It 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.
GECs have a share of 50 per cent with news, movies and music
following. Malayalam Kids Content saw a viewership rise with
the launch of a new channel Kochu TV.
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. There has been a growth in ratings for regional movies
and events in West Bengal as compared to Hindi movies and
Maharashtra, although total TV viewing remained steady, viewership
of Marathi regional has seen a growth over last year. The
growth is seen maximum on digital TV platforms (31 per cent),
as compared to analogue set of viewers (13 per cent). Unlike
2010, the Marathi GEC genre had prioritised the airtime mostly
for the higher ROI generating contents like fiction, movies
and reality shows. Chat shows/ interviews (in Marathi News
Channels) now constitute about 12 per cent of airtime contributing
about 14 per cent of total viewership.