The year 2002 can be remembered as a year with
a host of experimentation on various channels. News channels,
English Entertainment channels, Mass channels- all have tested
various formats. Some have succeeded and some have not really
taken off.
For instance, Lagaan, one of the highest
TVR grossing Hindi blockbusters in the last 2 years was promoted
in a fairly unique manner - a 'Lagaan Maaf' contest where the
winner's Lagaan (Tax) could get reimbursed. The other experiments
were Star Gold telecasting dubbed Hollywood films in Hindi. While
this has been done previously by certain channels once in a while,
this time around the effort seems much more concerted and regularised.
The other unique format that has been tried is channels putting
soft porn and titillating content on late night slots. English
channels, Music stations, Regional channels all seem to have caught
the 'late night bug' with films and songs. Consequently, dayparts
and channels that earlier could not manage any ratings are beginning
to show some numbers.
Some channels also tried cutting up a film into
5 episodes [Asoka] whereas few others put 4 half-hour episodes
back-to-back to make 2 hour programming formats [Friends, Bold
& Beautiful]. The innovative Asoka telecast did make
an impact. Asoka's average rating across the 5 episodes
was comparable to Dil Chahta Hai & Hum Raaz ratings.
So what did all this lead to? How did 2002 fare
at a broad level for the various content segments? The S-Group
at TAM Media Research put together viewership and ADEX revenue
numbers together to figure this out.
The results are quite stunning! The chart shown
below very clearly portrays the content that got the audiences
versus content that got the moolah!
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If we look at Mass Entertainment (DD+C&S), one finds that this is
the largest set in terms of both - Viewership as well as Revenues.
The overall earnings for this set is in the same direction as its
viewership with a ROI index of 1.2.
The curious set is the Regional Language Channels
set. Here is where one finds that the earnings have not been in
line with the viewership that exists! The ROI index is a paltry
0.4. The obvious hypothesis is that Advertisers are not willing
to consider these audiences as 'valuable audiences' and that's a
perception that Regional Channels will have to fiercely battle.
The viewership is there - it just needs customers and a price-tag!
Perhaps the lessons can be learnt from say an Aaj Tak who created
a market within local, regional clients and Indian companies.
Enough has been written about the hype surrounding
News channels. With the highest ROI index, its not a surprise then
why this category promises to be overcrowded in 2003 with a host
of channels coming in.
English Entertainment seems to be getting higher
revenues than its viewership. The hypothesis - 'Valuable' audiences,
slick promotions and aggressive marketing. Regional channels, are
you listening?
Sports channels
will perhaps improve their ROI index in 2003 with the Cricket hype.
In 2002, however, the index is an inefficient 0.7 for the simple
reason that while non-Cricket content generates some viewerships,
it doesn't necessarily attract revenues.
Net-net, I think 2002 has been a year for Mass channels
fiercely trying to battle Regionals to maintain share, News channels
riding the hype-wave and English Entertainment demanding incremental
monies for delivering a 'Valuable' audience.
Atul Phadnis
Director
S-Group
TAM Media Research
All figures used are courtesy TAM TV ADEX
Note :-
1. TAM Viewership data used for Viewership Share.
2. TAM ADEX data used for Revenue Share.
3. Though the rates in TAM ADEX are 'Peak Rates', the chart plots
Channel Genre level share trends which will be broadly in the same
direction as the actual revenue earnings by individual channels
within the set considered above.
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