Take a look at the last eight to ten years
that have passed by, the tube or the idiot box has undergone a
dramatic change. Whether we track that change in terms of the
content or the programming standards or the value-systems on TV
or the Top Channel line-ups, change is the only constant element
that we see!
Amongst the changes, one change has been in terms
of the kind of shows that have made it to the top... not only
in terms of ratings but also in terms of earning big bucks for
the channels. Is it easy to assume that the show that tops the
ratings chart obviously earns the most advertising? Which shows
have been on tops in terms of earning revenues for the channels?
Adex India, a division of TAM media research set about finding
the top revenue grossing shows in the last 10 years!
As is evident from the chart above, the first three years (1994-96),
the top grosser is a national network program rotating between
the film song weekly regulars - Chitrahaar, Rangoli. The
next three years were to be dominated by Hum Paanch. The
last three years we have seen a game show share the honors with
a family saans-bahu drama.
The viewership trends would be more or less in
the same direction as the chart above displays. The advertisers'
chase the high viewership on these programs... the channels obviously
try and make most money on the highest viewership shows and those
become the top grosser shows on television.
This exercise was an amazing stroll down memory-lane
as one found shows like Chandrakanta, Superhit Muquabla and
Close-Up Antakshari following very closely as the second
or third best revenue grosser in early and mid-90s! In the late
90s however, the line-up has programs like Tara, Shanti, Om
Namah Shivay and Amanat..
While studying this data closely, the ADEX team
also found something pretty stunning! The earnings proportion
for the top shows has been systematically reducing as is evident
from the chart below.
While the top grosser in the early 90s were able
to draw close to 3 per cent of the overall TV revenues despite
being weekly shows, the top shows in 2001 and 2002 are able to
only earn around 1.7 per cent despite being daily (telecast four
times a) shows with repeats! That indicates how fragmented the
overall media revenues pie has become today!
The ADEX team promises to continue bringing even
more interesting views to light for your benefit. Watch this space
for more!
A TAM ADEX analysis
(Rates are peak inventory values. Correction factors have
been applied)
