Television

TV Viewing: Reasons for shifting loyalty

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/02/03/Itv.jpg?itok=j0i1FgcG

TV Pulse 2005, the annual research initiative put together by the Joint Industry Body (JIB) and Tam Media, series continues with the paper - TV Viewing: Reasons for shifting loyalty.

This paper was presented by Tam India at the ESOMAR Asia-Pacific conference March 2005 in Tokyo.

One of the problems facing research users the world over is the lack of a holistic outlook towards the research objective. The research world is generally divided into Quantitative and Qualitative researchers and research users have to then contend with putting two and two together to draw insights. The two research methods have their own language and emphasis that have evolved over time for eg: the emphasis on Randomness and Representativeness in Quantitative research studies and Purposiveness and Participation on the Qualitative end.

For some time now, Tam India has been conducting experiments in order to capitalise on the inherent strengths of both research types and deliver one holistic reading to the user. In order to do this, a unique approach which to the authors‘ knowledge has not been used before, was used.

To illustrate the new process, the launch of Indian Idol was used as a test case to find out what were the casual factors behind a home finally shifting to or even to sample a new disruptive programme. The process involves requesting ex-panelists to be part of an observation and depth-interview study. The panelist, of course, were at some time yielding minute-to-minute Tam data, so information gained at this stage meant that a common sample yielded both quantitative and qualitative insight allowing a broadcaster to study the ‘why‘ behind past viewing patterns and use the learnings so gained for future planning.

The following is a small glimpse into the work that the paper showcased:

At each stage of the analysis, quantitative and qualitative insights were merged, the segmentation exercise being a case in point. The qualitative phase of the study pointed to three logical segments:

  • Early Adopters
  • Gradual Shifters
  • Non-shifters

A study of the channel migration patterns of the two extremes: The Early Adopters and Non-Shifters, is a study in contrast.

There were several insights that emerged from the analysis. In terms of targeting for promotions, the study can be summarised as per the following chart:

Essentially, the study found that Youth were the biggest influencers for a home to break its loyalty and shift to a disruptive programme. The Males on account of their being the Remote-Processors were an important element in the shifting process. Due to reasons such as ‘Wanting to break the housewife‘s loyalty‘ and other family dynamics, the Male supported the Youth in the shifting process. The housewives, of course, wished to continue watching their existing programme and hence were resistors to the disruptive programme.

In fact, one of the key things that has worked (given in the full paper) is the scheduling of the disruptive programme on Thursday and Friday that affected viewing dynamics in the home finally leading to loyalty disruption.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/03/Pankaj-Sourav_0.jpg?itok=-MGetI3Q
World Billiards Championship to be telecast live on digital media

MUMBAI: Sports app Sports Flashes has tied up with Billiards & Snooker Federation of India (BSFI) to telecast the IBSF World Billiards Championship live. The championship will be taking place in Bengaluru from December 5 to 12. The eight-day championship that includes the Points format and the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/star-plus-800x800.jpg?itok=skBw-Vyj
Star Plus leads in traditional entertainment media brand category: Study

In an industry study conducted by Vidooly, it is observed that Facebook could be a great platform for aspiring video creators in the country. They can then incorporate it in their overall content strategy and try to leverage other platforms like YouTube, Twitter and Instagram.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/discovery-800x800.jpg?itok=0Nm7MzL-
Discovery to air 'River Monsters' throughout December

Freshwater detective, biologist and extreme angler Jeremy Wade has spent three decades traveling the world’s waterways in search of man-eaters that lurk beneath the surface of rivers and lakes in some of the most inhospitable locations in the world.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/tv-today-800x800.jpg?itok=S95bd2jx
Q2-17: TV Today Network topline up

BENGALURU: TV Today Network Limited (TVTN) reported 5.1 per cent increase in standalone revenue (TIO) for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year (Q2-16). Standalone profit after tax (PAT) however declined 4.1 per...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/monisha-800x800.jpg?itok=Z2ntYoIO
Discovery appoints FremantleMedia's Monisha Jaising Vaid

Discovery Networks is on a hiring spree. In its endeavour to accelerate growth and embrace opportunities beyond linear, Discovery Networks Asia-Pacific has now appointed Monisha Jaising Vaid as the director of original content for real world products. She joins from FremantleMedia India TV...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/fremental-800x8000.jpg?itok=KYe2Um-i
Wentworth: Fremantlemedia International, Sky Deutschland tie up

FremantleMedia International (FMI) has announced it had secured a deal with German-speaking PayTV platform, Sky Deutschland, for the award-winning and critically-acclaimed prison drama, Wentworth.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/Amirzada-cast.jpg?itok=AdSC4XPM
Amirzada Nawab Khan's story to be telecast on Zee Yuva

MUMBAI: Maharashtra Police, one of the potent police forces in India, has come a long way from the decade of 80s when it lacked training & high-end precision weapons which is the norm of late. That decade was marked with the rise in crime and police’s main weapon were their networking skills...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/BB10.jpg?itok=HeTvyaI5
Colors leads Hindi, urban GEC; Sony Pal retains position

MUMBAI:Colors continues to lead the Hindi GEC and Urban GEC markets in week 47. In Hindi GEC rural market, Sony Pal emerged as the number one channel while Zee Anmol bagged the second position, according to Broadcast Audience Research Council (BARC).

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/axn-800x800.jpg?itok=9WZlHTlX
AXN to air s1-6 of 'Californication'

Novelists are nerds, some say so but there was this one who broke all the stereotypes unabashedly. He was stylish, charming and could flatter almost anyone with his good looks and wit. Does it ring a bell? Yes, we are talking about the much loved TV character, Hank Moody. Get ready for debauchery,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories