Television

TV Viewing: Reasons for shifting loyalty

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/02/03/Itv.jpg?itok=lLYgZwSx

TV Pulse 2005, the annual research initiative put together by the Joint Industry Body (JIB) and Tam Media, series continues with the paper - TV Viewing: Reasons for shifting loyalty.

This paper was presented by Tam India at the ESOMAR Asia-Pacific conference March 2005 in Tokyo.

One of the problems facing research users the world over is the lack of a holistic outlook towards the research objective. The research world is generally divided into Quantitative and Qualitative researchers and research users have to then contend with putting two and two together to draw insights. The two research methods have their own language and emphasis that have evolved over time for eg: the emphasis on Randomness and Representativeness in Quantitative research studies and Purposiveness and Participation on the Qualitative end.

For some time now, Tam India has been conducting experiments in order to capitalise on the inherent strengths of both research types and deliver one holistic reading to the user. In order to do this, a unique approach which to the authors‘ knowledge has not been used before, was used.

To illustrate the new process, the launch of Indian Idol was used as a test case to find out what were the casual factors behind a home finally shifting to or even to sample a new disruptive programme. The process involves requesting ex-panelists to be part of an observation and depth-interview study. The panelist, of course, were at some time yielding minute-to-minute Tam data, so information gained at this stage meant that a common sample yielded both quantitative and qualitative insight allowing a broadcaster to study the ‘why‘ behind past viewing patterns and use the learnings so gained for future planning.

The following is a small glimpse into the work that the paper showcased:

At each stage of the analysis, quantitative and qualitative insights were merged, the segmentation exercise being a case in point. The qualitative phase of the study pointed to three logical segments:

  • Early Adopters
  • Gradual Shifters
  • Non-shifters

A study of the channel migration patterns of the two extremes: The Early Adopters and Non-Shifters, is a study in contrast.

There were several insights that emerged from the analysis. In terms of targeting for promotions, the study can be summarised as per the following chart:

Essentially, the study found that Youth were the biggest influencers for a home to break its loyalty and shift to a disruptive programme. The Males on account of their being the Remote-Processors were an important element in the shifting process. Due to reasons such as ‘Wanting to break the housewife‘s loyalty‘ and other family dynamics, the Male supported the Youth in the shifting process. The housewives, of course, wished to continue watching their existing programme and hence were resistors to the disruptive programme.

In fact, one of the key things that has worked (given in the full paper) is the scheduling of the disruptive programme on Thursday and Friday that affected viewing dynamics in the home finally leading to loyalty disruption.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/travel.jpg?itok=R0H1aNTr
Travelxp 4K announces its Denmark launch on Waoo

MUMBAI: Expanding its reach in European countries, Travelxp 4K strengthens its reach in the Scandinavian country, Denmark now. Starting 01 September 2019, Travelxp’s premium shows are available to the audience on Waoo TV on Channel number 134. Among the recent launches of Travelxp include the...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/abhishek.jpg?itok=zPr4vWTp
Abhishek Dutta appointed as network head for Cartoon Network and POGO in South Asia

MUMBAI: Abhishek Dutta has been named Senior Director and Network Head -Kids, overseeing Cartoon Network and POGO in South Asia. Based in Mumbai, his responsibilities include programming, channel operations, acquisitions and promotions, as well as the content direction for the two brands.

Television TV Channels Kids
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/colors.jpg?itok=3yolvWub
Viacom18 launches Har Din Diwali campaign with exclusive pricing for COLORS & COLORS Kannada

Spreading the cheer this festive season, Viacom18 announces a-la-carte price for its flagship Hindi GEC COLORS and Kannada GEC COLORS Kannada at Rs 12/month each.  In line with this special festive price, Viacom18 is launching a consumer awareness campaign ‘Har Din Diwali’ encouraging viewers to...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/amazon.jpg?itok=ca4q-ezU
BARC week 40: Amazon, Flipkart’s festive season sales make them the top two brands

The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 28 September 2019 and 4 October 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals NCCS...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/barc.jpg?itok=06IbAd09
BARC week 40: No changes in Marathi and South GEC space

MUMBAI: In week 40 of BARC India ratings, no changes were observed in Marathi, Tamil, Telugu, Kannada and Malayalam space. In Bhojpuri space, Bhojpuri Cinema took the leading position and B4U which was leading last week has slipped to second position. In Bhojpuri space, Bhojpuri Cinema, B4U...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/spider.jpg?itok=wEvm7VUj
Explore the Spider-verse with the &pictures Hindi premiere of ‘Spider-Man: Into The Spider-Verse’ on 12th October at 8 pm

MUMBAI: Imagine, one morning you get up to discover that you have special powers like a superhero. Sounds interesting right! Well, similar is the story of a young lad Miles Morales who is stunned on finding out about his spider like abilities. But just when he thinks that he is the only one with...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/Zee.jpg?itok=pKLKs3DQ
Marking its 27th Anniversary, Zee announces attractive Festive Bonanza Offer on its leading entertainment channels

MUMBAI: The television industry has successfully managed to transition to the New Tariff Order (NTO) regime. Zee, as the leading television network of the country has collaborated extensively with industry players to ensure a smooth transition. To mark its 27th Anniversary, Zee has taken yet...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/2.jpg?itok=y-LjTNSW
BARC week 40: Star Plus slips to third position, SET continues to lead in urban market

In the week 40 of BARC India ratings, the leading Hindi GEC Star Plus slipped to third position, last week the channel was seen at second position but the channel continues to hold first position on pay platform. In the urban market, Sony Entertainment Television and Colors were seen at first and...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/12/star-india.jpg?itok=6GbY0IlJ
Star India announces festive offer for a-la-carte channels

In keeping with the festive spirit, Star India announces ‘Tyohar ka Upahar’, a promotional offer for its 16 a-la-carte channels including its popular channels -- Star Plus, Maa TV, Star Jalsha, Vijay, Asianet and Hungama TV. The festive offer prices will be available with immediate effect.

Television TV Channels GECs

Sign up for our Newsletter

subscribe for latest stories