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 metrics for Colors Tamil over a month and found interesting content preferences among “core audiences” - a segment determined by individual exposure to TV content. 

What kind of impact does Colors Tamil have on the industry? What does “core audience” analysis mean for broadcasters competing for higher share of eyeballs, and how can media planners leverage this data?

Colors Tamil is among Top Ten most watched Tamil channels

Despite airing much lesser amount of content compared to veteran players, Colors Tamil has earned a spot on the top ten most watched Tamil channels in just three months after its launch. Calculated by number of minutes spent by unique individuals, viewership share for the new channel reveals that Colors is a fast-growing contender in the Tamil segment on TV.

public://GRAPH 1.png

Top performing content on Colors Tamil: Matrimonial show woos maximum viewership

An analysis of top performing shows by viewership share (minutes viewed) revealed that 53.30% share went to Enga Veetu Mapillai, a matrimonial show similar to Hindi entertainment’s ‘Swayamvar’, hosted by South Indian actor Arya who also doubles up as the brand ambassador for Colors Tamil. Ranked second is Naagini with 21% viewership share, a Tamil dubbed version of Ekta Kapoor’s hit TV series on Colors TV (Hindi).  

public://GRAPH 2.png

The success of both Enga Veetu Mapillai and Naagini suggests that trends in popular culture hold true across different language markets. The challenge lies in identifying the pulse of entertainment running across different ethnic markets. This can be derived by diving deep into content consumed by unique socio-cultural regions (SCRs) via TV audience research.

Overlap studies among ‘Core’ Colors Tamil audiences: What else do they watch on TV?

Overlap studies were conducted to see what else Colors Tamil audiences watch on TV, helping to further profile the channel’s viewer-base according to content preferences. These studies were conducted purely among the channel’s “core audiences”, people who watched the channel for more than 30 minutes during the analysis period.

public://GRAPG 3.png

The author is the  VP of Data Insights at Zapr Media Labs.T he views expressed here are his own and may not subscribe to them

Latest Reads
Faye D’Souza launches news channel on Firework

MUMBAI: Now we know what firebrand journo Faye D’souza will be doing. She has partnered with short video content platform FireWork. A channel called Facts first with Faye has been launched.  Its focus: “Everything you need to know about what’s happening in the world. News like it should be done.”

Television TV Channels News Broadcasting
Star Jalsha to air new show 'Dhrubotara' in primetime slot

This January, Star Jalsha brings to its viewers a heart wrenching tale of love, passion and sacrifice with “Dhrubotara”. It promises to tug at viewers heartstrings with its simple yet powerful depiction of complex human emotions- love,envy and hope through its engaging narrative and dynamic...

Television TV Channels Viewership
Zee Telugu's Zee Cine Awards Telugu 2020 to air on 25 & 26 Jan

Ladies and Gentlemen, it’s showtime! Hold your breath as the most awaited film awards night is coming to television screens. With all it’s razzmatazz and powerhouse performances, Zee Telugu’s Zee Cine Awards Telugu 2020 will air on Saturday and Sunday, 25 and 26 January at 6:00 PM, only on Zee...

Television TV Shows Awards
This Republic Day, watch the World Television Premiere of ‘Saaho’ on Zee Cinema

All set to up the ‘JOSH’ this 26 th January is the World Television Premiere of the biggest action blockbuster of the year ‘Saaho’. Directed by Sujeeth, Saaho showcases a power struggle amongst the crime lords to rule over the underworld.

Television TV Channels Viewership
News18 India announces News18 India Adhiveshan – the biggest forum on Delhi Elections

Continuing the legacy of bringing innovative and diverse formats along with incisive reportage, News18 India, the leading Hindi news channel from Network18, is all set to present a day-long conclave – News18 India Adhiveshan against the backdrop of elections in Delhi.

Television TV Channels News Broadcasting
English Movies becomes top gainer in Chrome DM week 02

English Movies genre has become the top gainer in week 02, 2020 of Chrome Data Analytics and Media data. The genre grew by 0.92 per cent. In this genre, Romedy Now channel gained the highest OTS with 49.7 per cent in six metros market.

Television TV Channels Viewership
Event Capital announces the 4th edition of Nickelodeon Windmill Festival

Mumbai:  The 4th edition of India’s largest festival for kids, Nickelodeon Windmill Festival, an initiative of Event Capital and Tribe Asia, is all set to take place on 22nd and 23rd February, 2020 at JioWorld Garden, BKC in Mumbai. The festival offers a wholesome experience for toddlers, pre-teens...

Television TV Channels Kids
Star Sports Network to televise Naman Awards 2020 on Friday

MUMBAI: Board of Control for Cricket in India (BCCI) organised the twelfth edition of its prestigious annual award, Naman on 12th January 2020. During the event, BCCI recognised cricketing excellence showcased by the Indian cricketers during the year 2018-19.

Television TV Channels Sports
Discovery Channel to celebrate Republic Day with ‘India On Film’

MUMBAI: Discovery Channel, India’s leading destination for real-life entertainment, will celebrate 70 Republic Day of India with a special documentary ‘India On Film’, a unique two-part documentary film, narrated by versatile actor Rahul Bose. The film explores never seen before archival footage...

Television TV Channels English Entertainment

Sign up for our Newsletter

subscribe for latest stories