Television

Which TV content grabs south India's eyeballs?

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/25/south-India.jpg?itok=got65Kfb

MUMBAI: When we talk about the television industry, everyone is aware that the Hindi-speaking market is vast. However, a significant part of the industry is concentrated in another part of India -- the southern market. Its a highly influential market for advertisers.

A recent newsletter released by the television ratings body Broadcast Audience Research Council (BARC) India ‘South Special Edition’ seeks to answer all the questions as to how the southern India is different from HSM w.r.t. important audience metrics? How southern states differ from each other in terms of programme theme preferences.

Avg. Time Spent (ATS) vs Opportunity to See (OTS) and performance of product categories? How does the popular Hindi content dubbed in southern languages perform? And, most importantly, what the southern market watches on its television sets?

As per the BARC study, south India has a lower share in the movies genre as compared to GEC. On the other hand, its share in GEC and news channels is higher than HSM. Also, within the regions, the relative ranking for most genres remains constant across HSM and South.

public://barc3.jpg

Surprisingly, programme themes and channel genres do not show the same trends across HSM and South. Serials, which are the staple of GEC channels (which saw the highest share in terms of channel genre), sees a drop in share for South as compared to the share for channel genre.

Similarly, while movie channels are viewed lesser than HSM, in South, the trend is reversed when it comes to film-based programs i.e. South has a higher share compared to HSM.

public://barc4.jpg

The study also shows that South Indian viewership seems to begin earlier in the day than HSM and also end up earlier. South has a higher viewership than HSM only during  early morning hours (05:00-08:00).

public://barc1.jpg

Tile the gap between HSM and South reduces marginally during 18:00-21:00  hrs. South seems to have an earlier prime¬ time than HSM. It is clear that South and HSM do not have the same viewership trends.

public://barc2.jpg

BARC studies showed that the Southern Market shows the highest inclination towards film-based content followed by serials driven by AP/Telangana and Kerala, respectively. Kerala watches less movies as compared to other markets.

public://barc5.jpg

On the other hand, AP/Telangana watches less serials and more of news than other southern markets. In most of the markets, the most watched TV content is film-based followed by serials. Content based on music and tourism is the least popular in southern markets.

How different are southern states in terms of rural and urban?

The urban and rural viewership is comparable throughout the day with both seeing a peak during the prime-time. However, as opposed to the rest of the day, during prime-time hours, it is mainly the rural markets which seem to be driving the viewership and not urban markets.

public://barc8.jpg

When we look at states within urban and rural markets,  while rural markets have similar viewership trends across states, it is not the same case with urban markets. In urban markets, the viewership among markets differs between prime time hours and non-prime time hours. During non-prime time hours, AP/Telangana has a maximum viewership. After AP/Telangana, the maximum viewership alternates between TN/Pondicherry and Karnataka markets with Kerala having the lowest viewership for most day parts.

public://barc9.jpg

However, during prime time hours, this order is completely changed. Urban Karnataka has the maximum viewership post 21:00 hrs and this lead continues into late night  hours as well.

What is interesting is that even among the rural markets, Karnataka displays similar behaviour with respect to prime time viewership. During late night  hours, Kerala, which is a relatively smaller market, sees the highest viewership.

public://barc10.jpg

Conversely, TN/Pondicherry, which is one of the bigger markets during non-primetime hours, shows the least viewership during prime time hours in both rural and urban markets.

How is Hindi content dubbed in south languages performing?

Popular content from Hindi GECs is now being dubbed and shown on southern GECs. This phenomenon is seen across all southern states with the exception of Karnataka. Shows from leading channels such as Star Plus (Diya Aur Baati Hum. Siya Ke Ram. etc.), Colors (Naagin. Sasural Simar Ka, Balika Vadhu, etc.), Zee TV (Gangaa, Kumkum Bhagya, Ek Mutthi Aasman, etc.) and Sony (CID, Bade Achhe Lagte Hai, etc.), have been dubbed.

Interestingly, in AP/Telangana market, none of the channels sees an increase in viewership for Hindi dubbed content. In the other two markets, viz. Kerala and TN/Pondicherry, Hindi dubbed content sees a mixed response with some channels seeing a higher viewership than the original content in regional language.

In the Kerala market, the highest spike is seen by Asianet Plus. Similarly, in TN/Pondicherry market, maximum growth is seen by Polimer, where the viewership for Hindi dubbed content is more than double that of the original content. This is on the back of several popular shows.

public://barc11.jpg

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/25/sony.jpg?itok=I2kxp4Dq
Sony Pictures Networks India (SPN) to telecast the India Tour of Ireland 2018 live and exclusive on SONY SIX and SONY TEN 3 channels

Sony Pictures Networks India (SPN) has announced that it has acquired the exclusive media rights to telecast the 2018 India Tour of Ireland that comprises two T20Is to be played on June 27 and June 29, 2018, in Malahide, Ireland.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/25/tlc.jpg?itok=JVqCpOWZ
TLC to show Masterchef Canada season 5

TLC, a part of Discovery, has announced the telecast of the fifth season of the culinary competition series Masterchef Canada from 26 June in India.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/25/naam.jpg?itok=3O03ZYZ2
&pictures to screen the Indian spy thriller ‘Naam Shabana’ on Saturday, 29th June at 9.30pm

A spinoff of the 2015 box office hit Baby, Naam Shabana follows the life and journey of a spy. Directed by Shivam Nair, the thriller features Taapsee Pannu as Shabana Khan along with Akshay Kumar, Prithviraj Sukumaran, Anupam Kher and Manoj Bajpayee essaying pivotal characters. &pictures, Naye...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/25/kids.jpg?itok=M51Ves5n
Big Trunk Communications bags digital mandate of Discovery Kids channel in India

Big Trunk Communications, a Mumbai-based full-fledged creative digital agency, has acquired digital duties for Discovery Kids channel in India.The business was won as part of a pitch against leading digital agencies.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/23/zee-tamil-sare-gama.jpg?itok=Vd5vu3RX
Zee Tamil strengthens its weekend programming

MUMBAI: Zee Tamil, the tamil general entertainment channel of ZEEL, recently announced its decision to spruce up its fiction bands for weekends.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/Nivedita-Oak.jpg?itok=75PAewjb
Times Television Network elevates Nivedita Oak to DGM

Times Television Network (TTN) has elevated Nivedita Oak to deputy general manager - influence. Earlier, Oak was the regional head for Zoom, FCT and branded content. She has been working with the Times Network for the last 11 years.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/pathan.jpg?itok=tah626ME
History TV18 to release third film in ‘Special Operations India' series

History TV18, a pan-Indian television channel, is to create a documentary on counter-terrorist operation at Pathankot air base named Special Operations India: Pathankot. This one-hour documentary will be aired on June 25 at 9 pm.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/cnbc.jpg?itok=opviMAi9
CNBC-TV18 successfully concludes the 8th edition of the ‘India Healthcare and Wellness Awards 2018’

NBC-TV18, India’s leading English business news channel along with ICICI Lombard hosted the 8th edition of the ‘Indian Healthcare and Wellness Awards 2018’ at The Grand Hyatt, Mumbai.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/22/mn.jpg?itok=QPriVkLO
MN+ to air Indian Television premier of ‘Tulip Fever’

MN+, the Gold Class of Hollywood Movies from the Times Network, brings to the viewers, for the first time on Indian television, the celebrated romantic historical saga– ‘Tulip Fever’. The movie will premiere on Sunday, 24th June at 1 pm and 9pm on MN+.

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories