‘Insight into consumer behaviour all important‘

Ratings don‘t answer all issues facing planners and broadcasters alike, qualitative data is what is needed.Psychographics are becoming more important than ever before and insights into consumer behavior is what will keep you ahead. That was the gist of what research consultant Prashant Sanwal put forth at‘s National CAS Media Summit in Mumbai last Friday in his presentation during the session "Beyond Ratings".

Sanwal, former head of programming and marketing at SET and later, head of the Alpha channels, probed the question of whether ratings alone would be a sufficient measure and guide to planners after CAS is implemented. Exploring the vista beyond ratings, Sanwal said that it is pertinent to understand sociological/psychological changes to predict which formats will work in the future, as well as to anticipate which people would go in for the set top boxes.

Excerpts from the presentation:

Current Scenario

Today?s markets are represented by 4 Cs

- Complexity

- Cut-throat Competitiveness

- Constant Change

- and...

What is needed are need holistic solutions not part

- This requires complete information

- Little knowledge is dangerous


* Imply measure

* How many? watch what? for how long?

* Need to know WHY which people watch what for how long

Thus ratings are a must but not enough

- Need Qualitative inputs too

Some Qs - beyond ratings

* Why will which kind of people go for STBs?

* Why do more men watch movies? In the afternoon?

* Why do other (than Star) saas-bahu shows not work?

* For how long will saas-bahu work?

* Understand sociological/psychological changes to predict which formats will work in the future

* Is Kyunki really X times more effective than Kkusum or Lipstick?

* Is mere watching = involvement?

Some Qs

*Solidarity Vs Power

- Who controls remote, when, for how long?

- Active vs passive watching

- Do all members in front of the TV watch with equal interest?

*Message effectiveness

- What is remembered?

- Is it considered relevant?

- What are the feelings associated?

- Brand ? Program fit?

Surface messages Vs Metamessages

In communication two kinds of messages are sent out

- You ask your assistant ?Have you finished the report??


- Literally is the work finished or not


- I don?t think you have finished your work

- You are incompetent


Conveyed through intonation, pitch and facial and bodily expressions accompanying the words.

- Meaning conveyed through

Words: 7%

Tonality: 38%

Body posture: 55%

- Thus the powerful part of communication is through metamessages

In Sum

Ratings don?t answer all the issues

- In today?s scenario you need Qualitative data too

- Psychographics are becoming more important than ever before

- Insights into consumer behavior is what will keep you ahead - Can you afford to ignore this in the face of the final C?


Among the key points the presentation made therefore, are that it is equally important to study whether a Kyunki Saas Bhi Kabhi Bahu Thi is more effective than a Kkusum or a Lipstick, and whether the saas bahu formula will endure.

Other questions that need to be looked into are - who controls the remote, when, for how long and whether all members in front of the TV watch with equal interest. Message effectiveness also needs to be monitored with respect to what is remembered, whether it is considered relevant and the feelings associated with it.

Prashant Sanwal has recently started his own research and marketing consultancy company called Vitamin S. Like vitamins he intends to use research as a process to both prevent and cure marketing problems.


Latest Reads
Star Movies presents 'Films To See...' every weekday starting 7 Nov

Star Movies Select HD has been staying true to its promise of impeccable curation by showcasing the best. Star Movies sets standards of storytelling high inspiring a lot of others to try and re-invent the art of movie showcasing business.

Television TV Channels English Entertainment
Q2-17: Zee Media operating profit up

BENGALURU: The Essel Group’s news network Zee Media Corporation Limited (ZMCL) reported more than double (2.47 times) year-over-year (y-o-y) operating profit (Simple EBIDTA) for the quarter ended 30 September 2016 (Q2-17, current quarter) . The company reported EBIDTA of Rs 18 crore (14.3 per cent...

Television TV Channels GECs
National Geographic Channel to undergo major rebranding

MUMBAI: Come 14 November and the National Geographic Channel will have a new shortened sobriquet. The word channel will disappear from its name and it will be simply known as National Geographic and a new tagline “Further.” The change is expected to take place simultaneously across all the 445...

Television TV Channels Factual & Documentary
Maha Cartoon targets 65 per cent rural HSM via DD FreeDish, 2000 LCOs

Who can forget the Charlie Chaplin show which entertained the world audience of all ages. Maha Cartoon, the first free-to-air (FTA) Hindi cartoon channel targeted at the Hindi-speaking markets (HSM), will be launched on India's largest DTH platform DD FreeDish on 1 November. The new Maha Cartoon...

Television TV Channels Kids
Vikram Chandra steps down; KVL Narayan Rao is new NDTV group CEO

The rumours that were making rounds of Vikram Chandra quitting NDTV have now been put to rest.

Television TV Channels People
Naagin helps Colors capture top position this week: BARC

Backed by Naagin Season 2, Colors was almost close to Star Plus to get the number one position, but, this week, Colors went few steps ahead and grabbed the leadership position and replaced Star Plus in week 42. Even in Urban GECs market, Colors toppled Star and took over the number one position.

Television TV Channels Viewership
SPN India to broadcast Barclays ATP World Tour finals

Sony Pictures Networks India (SPN) will exclusively broadcast the upcoming ATP events in the month of November. The ATP 1000 Paris Masters will be aired live on Sony ESPN channels and will be streamed live on SonyLIV app and website. The ATP 1000 Paris Masters in Paris will begin on 31 October.

Television TV Channels Sports
Hunt for Zee Business head continues

MUMBAI: Zee Business, an arm of Zee Media Corporation, has seen several transitions in its management this year. The channel was initially headed by Amish Devgan, who decided to move away after serving for 14 years. It was then led by Zee Media Corporation’s then CEO for content Samir Ahluwalia,who...

Television TV Channels People
'King' content will take over monopolistic media entities, says Arnab Goswami

NEW DELHI: The future of news lies in breaking away from the interdependence of politicians and the media on each other.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories