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A
higher penetration but dwindling channel shares. That is the
story of Eenadu TV, till recently the leading broadcaster
in the southern state of Andhra Pradesh.
In
just one year, neck to neck rival Gemini has stolen a march
over Eenadu, using programming content to capture viewers,
resulting in higher channel shares in almost all time
bands.
According to a study undertaken by OMS, the media division
of Mudra Communications, the Gemini-Eenadu warfare has undergone
sufficient twists and turns to result in a complete reversal
of fortunes for both channels.
The study analysed centre wise strength, physical penetration,
audience profile and programming initiatives of both channels
and deduced that Gemini has surged ahead with its genre mix
of film based programmes and feature films. Eenadu on the
other hand has game shows and nature programmes in its most
popular genres, which have not drawn as much advertising.
OMS' analysis points out that while Eenadu commanded the channel
shares in 2000, the trend reversed in 2001, with Eenadu losing
shares across all day parts except in late prime time. In
terms of channel penetration, both Gemini and Eenadu, says
the study, enjoy a comfortable position. NRS data analysed
by the study shows that Eenadu's penetration in almost all
the towns of Andhra is higher by 1 - 2 per cent, except in
areas like Machili and Nizamabad. However, the channel has
taken a beating when audience profiles are compared.
While
Gemini is dominated by males from the SEC C category and females
from the SEC B and C categories, male viewership is not as
strong in the case of Eenadu, with female viewership weights
higher for Gemini. Eenadu commands a scattered viewership
among SEC A and SEC B categories but apparently, not enough
to bring in the advertisers.
Gemini's
soaps and film based shows have helped rake in the ratings |
Analysing
the age group viewership patterns, the study shows that Gemini
has a wider appeal across all age groups, in all probability
a function of its programming content. While Eenadu is more
popular with the 35 + age group throughout the day, Gemini
has been commanding a fair viewership among all the age groups
in all the time bands, excepting the late night band.
The reasons are not too difficult to fathom. Gemini has followed
the mass appeal path laid down by Surya in Kerala. Its genre
mix essentially consists of film based programmes, serials,
soaps ( viz Pinni, Attama), music and Telugu feature films.
Eenadu on the other hand has game shows ( Challenger 2001),
nature tourism programmes like Praniprapancham and science
programmes, followed by regular serials and film based programmes.
Gemini has thus capitalised on the moving audience's taste
for film and more film and given the viewer just what it wanted.
The
study concludes that it is programming content that will be
the key driver for a channel once the physical distribution
of the channel is complete. Consequent analysis of viewer
preference will decide the fixed point chart, which will then
need to be competitively priced to appease the ad planning
fraternity, it notes.
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