Television

Esha Media Research sees upsurge in demand for political content clips

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KOLKATA: With the 2014 Lok Sabha elections likely to become a case study for the whole country, Esha Media Research, a media monitoring and research company, has registered an increase in inquiries seeking clips of political content of top political leaders.

If sources are to be believed, Trinamool Congress’s advertising agency, after the party’s performance in the 16th Lok Sabha polls, has approached Esha Media to conduct a media perception study on the elections as whole.

According to Esha Media Research managing director RS Iyer, of the 1200 hours of business content they track, 700 hours comes from channels that have negligible proportion of political content. “However, during the election season, we have monitored and tracked political content of 45 hours per month resulting in 2,000 clips every month for the past three months,” informs Iyer.

“Apart from political parties and leaders soliciting these clips, we are also receiving inquiries from media agencies and business houses tracking the economic content of certain political leaders,” he adds.

Without revealing the names of the clients and agencies, Iyer informs that some forums are interested in getting the speeches of Prime Minister elect Narendra Modi.

He also emphasised that the demand for content clips is higher in politics than in business news. “For instance, 100 clips are derived from every 12 hours of business content while in the political content the same number of clips is derived in 2 hours 15 minutes. This indicates that more number of people are chasing the same portion of content in the political segment,” Iyer explains.

So what is it that is getting viewers attracted to the political content? Answers Iyer, “The oratory skills of the political leaders have attracted the attention of TV channels to go live and reach out to the drawing rooms of the citizens across the country.”

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