Television

Unethical viewership enhancing has spiralling effect, leads to carriage fee hike, says Chrome DM

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/09/05/Pankaj-Krishna1.jpg?itok=8sMlaaDt

MUMBAI:  Whether or not a measuring agency or a ratings body approve of members who indulge in unethical means of doing business? Whether or not the business is doing well is only their mandate – however.

MIB has directed BARC India to stop generating ratings of those channels that use landing pages to boost viewership through high sampling and reach for their channels. On earlier occasions, when a broadcasters body had sought BARC to stop measuring a new channel’s ratings, the platform-agnostic measurement agency did not heed the advice.

Going by the past trends, broadcasters have been actively using landing pages to boost viewership. The logic is simple - a landing page ensures higher probability of the channel being watched, much like a supermarket where higher visibility of a product leads to impulse buying. Similarly, the channel with higher availability increases the chances of higher visibility, which eventually increases viewership.

Commenting on MIB’s decision, Chrome Data Analytics & Media CEO Pankaj Krishna said: “We support MIB’s decision of preventing channels using unethical routes to enhance their viewership, for e.g., if a channel opts for dual LCN, the others are compelled to follow it to safeguard their numbers, consequently causing the spiralling effect of increased carriage fees. However, a landing page is purely a promotional exercise. As long as a channel is not running on dual LCN, there is nothing unethical about the concept of channels using landing pages.”

As per the Chrome DM Landing Page Report- Week 36, 2017, there are over 400 landing pages active as on 05-09-2017 and are spread across channels and genres all over cable and DTH platforms.

Source: Chrome DM Landing Channel Report, Wk-35, 2017
Source: Chrome DM Landing Channel Report, Wk-35, 2017

Dual LCN denotes a channel running on two separate LCN#s within the same cable operator’s/DTH platforms feed.

He further added, “A channel’s presence on the landing page does not denote it being present on Dual LCN. All landing pages do not constitute dual LCN.”

Typically, there are, according to Chrome, three cases of landing pages that can arise:

CASE 1: Channel LCN as a landing page – So for e.g. if a channel is running on LCN #234 – and the set-top box switches on to LCN#234 hosting that Channel, the channel becomes the landing page.   

CASE 2: Dual LCN with one LCN being a Landing Page – If a channel is running on LCN#234 – but the set-top box initiates a switches on to another LCN#, e.g. LCN#001, also hosting the same channel (as the landing page), that constitutes to a Dual LCN.

CASE 3: Dual LCN with neither being a Landing Page - When a channel is present on two different LCN#s e.g. LCN#234 & LCN#675 within different genres of the EPG, where neither is a landing page.

Chrome DM believes that there could be a concern in the latter 2 cases – as they constitute to Dual LCNs leading to an unsustainable model of boosting viewership through higher sampling and reach for these channels.

Landing pages are simple marketing exercises – mirroring an FMCG company placing its products at the entry/exit cash counters to boost sales. We believe MSOs have been monetizing landing pages as a source of additional revenue stream by running promos and commercials.

As per the Chrome DM Distribution Investment Index – “The yearly generated revenue ranges from Rs 50 million to as high as Rs 200 million for major MSOs and is all accounted for.

What is more important as an industry endeavour is to focus more on achieving 100 per cent digitisation in India, which missed its 31 March, 2017 deadline. Interestingly, analogue signals continue to be carried out in many parts of the country, indicating a lack of addressability and transparency that only digitisation can solve.

It will be interesting to see how BARC India, armed with software to primarily measure viewership for television channels and programmes in different geographies, will deal with the diktat to detect viewership from a particular distribution platform.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/ipl.jpg?itok=G15HVAwJ
VIVO IPL: VIVO IPL on Star Sports register highest ever engagement

Revolutionizing the way, the world experiences VIVO IPL, Star India reimagined VIVO IPL in to a six-month fiesta instead of just a two-month tournament. Keeping fans at the heart of the experience, Star India used the confluence of technology, consumer insight, and experience in cricket coverage,...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/abhishek.jpg?itok=KDMML6C5
Abhishek Upadhyay joins &TV as marketing head

Abhishek Upadhyay, who headed marketing for OLX, has been appointed marketing head of &TV, the Hindi language GEC channel of Zee Entertainment Enterprise Limited (ZEEL).

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/saral.jpg?itok=k0DYsipd
Saral Jeevan adds three new programs to its prime time offering

Saral Jeevan, a Kannada infotainment channel, is launching three shows today. While one of them is season two of Jnanapada (based on folk songs), the other two programs are based on factual content. With a focus on non- fiction programming like history, mythology, travel and insights from Indian...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/discovery.jpg?itok=UmdA492J
Discovery joins hands with BYJU’S for quiz show

Discovery Communications India and BYJU’S, the Learning App, has joined hands to launch a school quiz show called the Discovery School Super League.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/john.jpg?itok=M2fDq-bg
Time Warner to be renamed Warner Media, Turner CEO exits

AT&T announced on Friday, its first full day of owning Time Warner, that the operating businesses in the $85 billion acquisition will be contained in an entity called WarnerMedia. The names of the operating units - HBO, CNN, Warner Bros., TNT, etc. - will stay the same.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/mallika.jpg?itok=Ld06iORE
This special musical video follows Bani J tirade against trolls as a part of ‘Trolled’ series on RISE by TLC

After a power packed punch by Bani J to the misogynistic trollers, comedy sensation Mallika Dua is all set to fire back with her quirks and wits and show the internet hate its place. This will be the second short format music video under the ‘TROLLED’ series and will premiere on Rise by TLC, a...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/partho.jpg?itok=P31SA2Dp
Sports dominated OOH viewership in April-May: BARC

Contributing more than half of the total TV viewership during the April-May period, the sports genre topped charts in Broadcast Audience Research Council (BARC) India's Out of Home (OOH) measurement report. Sports accounted for 70 per cent of viewership, while movies and music enjoyed 10 per cent...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/news18.jpg?itok=6c_jXK46
News18 Network launches multimedia campaign to strengthen its position

MUMBAI: News18 Network, has announced the launch of its mega campaign 18=1. The Network, which once comprised of channels such as CNN-IBN, ETV, IBN7 and IBN-Lokmat, recently consolidated all its general news channels under the News18 Brand. This has allowed the Network to develop one, seamless...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/brid.jpg?itok=KzqLd-H5
Guest column: TV Analytics on Colors Tamil

Viacom’s entry into a new regional market with channel Colors Tamil has made big news since its launch in February this year. With its sampling phase for content still running, the channel’s performance has a dynamic impact on the regional television landscape. We studied the key viewership...

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories