Television

Movies continue to dominate TV viewership, ads skewed towards male audience, observes BARC

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/07/12/MOVIES.jpg?itok=d1pvNQC5

NEW DELHI / MUMBAI: Although the saas-bahu trend appeared to be taking over the Indian television about two decades ago, viewers have ultimately come back to the medium they love the most – cinema with song, dance and thrills.

It is therefore no surprise that feature films aired on television contribute over 28 per cent to the total television viewership. The appeal of Movies is amplified by the fact that the varying content within films ensure that there is something for everyone – right from animations for kids to youth stories and mythological.

Interestingly, though the movie channels have the largest viewership, general entertainment channels hold 17 per cent of feature film content. However, content availability on GEC channels is mainly driven by regional channels, according to a newsletter by the Broadcast Audience Research Council on ‘Decoding movies on television’.

Feature films

Feature Films are aired on nine channel genres. The genre which contributes the maximum content for Feature films is, as expected, Movie channels.  This is followed by GEC channels.

public://1111111111111111_0.jpg

The content availability on GEC channels is mainly driven by regional channels. The scenario is similar in the case of Music genre, where the content availability is driven by regional channels.

On the other hand, regional channels do not have any feature films content on youth and Infotainment. Conversely, HSM channels do not air any feature films on Kids and devotional channels.

GEC channels dominated by movies

After movie the channel genre, GEC channels have the maximum share of feature film content, as a composition on terms of channel language shows.

public://222222222222_0.jpg

If one examines the language split within GEC channels, it is clear that the southern region channels drive the content availability. Even within these, Tamil and Telugu language channels have a substantial lead over the others.

Interestingly, the south market is less fragmented that HSM. Over 90 per cent of the viewership is concentrated in only three genres – Movies, GEC and Kids.

The differing viewership in HSM and South can also be explained by content availability.

public://777777777777777.jpg

Regional channels have higher content available on GEC and music channels. Additionally, unlike HSM which has no content in the kids genre, regional channels havefeature film content on kids genre.

This also reflects in the viewership data, where the South has a higher share for GEC, Kids and music genre as compared to HSM. On a zonal level, eastern and western states see a higher preference for viewership of dubbed content.

Audiences for movies in southern market are spread across movies, GEC and kids genre channels. However, in HSM it is heavily skewed towards movies.

Feature films aimed at the young

As compared to total TV viewership, audience for the feature films is skewed towards young (15 to 30 years) male audiences, especially from lower social grades(NCCS CDE), the BARC study shows.

At an All India level, movie audiences are skewed towards males, the age group of 15 to 30 years and for NCCS C, D/E, as compared to Total TV viewership.

public://33333333333333_0.jpg

Viewership of feature films is skewed to female only in case of two genres – GEC and devotional.

Thus movie channels have the maximum contribution to viewership of feature films, followed by GEC channels. It is interesting to note that the pattern across genres is in linewith the content availability shown previously, the study says.

The only exceptions are kids genre and youth genre, where the performance is better vis-à-vis the content availability. This could be the result of these being targeted atspecific age-groups among which they have extremely high viewership.

Feature films on kids channels have substantial co-viewership driven by parents (22 to 40 years). Movie themed content is more effective on youth genre channels thanany other genre in attracting audiences from all social grades.

Viewership across genres is in line with content availability across genres.

Holidays lead to greater viewership of movies

Extended weekends with public holidays/festivals generate better viewership than mid-week holidays.

public://1000000000000.jpg

All the spikes (high viewership points) in 2016 have occurred due to some public holiday.

The biggest peak in the year occurred on Independence Day (15-August) followed by Dussehra (11-October), Ganesh Chaturthi (5-September) and Pongal/Sankranti (15-January).

With the exception of Dussehra, all the other top holidays were either on a Monday or a Friday. This shows that while public holidays lead to a spike in viewership, the ones that fall on a long weekend show a bigger spike.

These spikes are further compounded due to special programming - the airing of a world television premiere or popular movies.

Advertising skewed towards male audience

Though Movies are skew towards male audience, advertising categories such as Food & Beverages, Personal care/Hygiene perform much better than Durables, Telecom products, etc.

This indicates the perception of male consumers increasing for female oriented advertising categories, the study shows.

public://999999999999999999999999.jpg

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/usports_0.jpg?itok=IFb1oiLI
U Sports aims to launch Indian e-sports federation

With an aim to make India a serious player globally, U Sports founder Ronnie Screwvala and its co-founder and CEO Supratik Sen are discussing with the Ministry of State, Youth Affairs and Sports India to form the official e-sports federation of the country.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/rcb.jpg?itok=mxzSKpE4
Dura Cement replaces Kingfisher as RCB’s associate sponsor

Kingfisher and Royal Challenger Bangalore (RCB) have parted ways after a successful 10-year sponsorship sprint at the Indian Premier League (IPL). The associate sponsor slot has nowbeen taken over by Dura cement replacing Kingfisher. As part of the deal, the Dura branding will appear on the back...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/bbc.jpg?itok=HVmG612G
‘This World: Colombia with Simon Reeve’ on BBC World News

Adventurer and journalist Simon Reeve heads to one of the most spectacular countries in the world - Colombia. For 50 years, Colombia has been in the grip of a brutal civil war that has killed more than 200,000 people and displaced seven million. But in late 2016, a peace deal was signed promising...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/scars.jpg?itok=hj_0EHZs
The 90th Oscars exclusively on Star Movies and Star Movies Select HD on 5th March

Star Movies has been the official Home of the Oscars in India for 20 years. The Oscars® is famous for the red carpet walks, celebrities setting new style trends, recognizing the best performances and craftsmanship and creating iconic moments for the world to see. That’s not all, Oscars is also...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/news_0.jpg?itok=ncx6ck_V
News18 India Chaupal comes to Mayanagri mumbai

As the debates and discussions continue after the highly anticipated Union Budget 2018, political fervor in the country is at an all-time high. In line with its commitment to raise right issues and lead discussions, News18 India, the disruptive Hindi news channel of Network18 is all to host the...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/star-jalsa.jpg?itok=AQVXKVC1
Catch the 1st international Bangla Cinema Carnival, organized by SVF, on Star Jalsha this sunday evening

SVF, Eastern India’s largest movie production house recently organized an international Bengali cinema carnival in Bangkok with much fanfare. The star-studded, glitzy carnival, held in the Thailand capital, will air exclusively on Star Jalsha this coming Sunday (February 25), a must-watch for...

Television Production House Film Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/emeli_0.jpg?itok=mHKJgo-J
Emeli Sande to perform at Laureus World Sports Awards

World-renowned singer songwriter Emeli Sandé is set to wow the guests of next week’s Laureus World Sports Awards, the premier global sports awards honouring the highest achieving sportsmen and women across all sports each year.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/ssshhh_0.jpg?itok=Lk7OR2NA
Scary times for horror shows

MUMBAI: Ssshhhh…koi hai is today the trademark dialogue of any horror-related conversation, thanks to the namesake show some years ago. In the early years of television in India, when the genres were just adapting, horror was a popular resort for producers (even films). The horror escapades of the...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/ambi2.jpg?itok=jl7S9Mmk
RIL to buy 5% in Eros; cos to set up $150 mn content fund

MUMBAI: Continuing its media march, which is also an indication of further disruptions in the Indian and global entertainment industry, the USD 51 billion Reliance Industries Ltd (RIL) is all set to acquire 5 per cent equity stake in NYSE-listed Eros International Plc (Eros) and jointly set up a $...

Television Production House Film Production

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories