Television

Guest column: TV Analytics on Colors Tamil

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/18/brid.jpg?itok=d0v8j2aY

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 Indiantelevision.com may not subscribe to them

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/flix.jpg?itok=eeMkU6nq
&flix to premiere Slender Man on Nov17

MUMBAI: &flix, home for the biggest Hollywood hits, brings a spooky story of a group of college students who face the exasperation of a demon summoned by them. “Flix First Premiere” is back with Slender Man on November 17, 2019, at 1PM and 9PM. Directed by Sylvain White, the movie stars...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/tata.jpg?itok=6uqAZbWe
Tata Aia Life insurance & republic media network partner for “Rakshakaran Hero” initiative

MUMBAI: More than 950 million people do not have Life Insurance. Further for every Rs. 100 of protection/insurance required only Rs. 8 has been invested, thus, leading to a “protection gap” of 92%. With Protection as the main purpose Tata AIA Life Insurance has launched Rakshakaran Hero initiative...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/b4u.jpg?itok=6mtPxkzl
B4U Bhojpuri’s “Aashirwad Chhathi Maiya Ke” WTP receives a grand opening

MUMBAI: B4U Bhojpuri’s “Aashirwad Chhathi Maiya Ke”World Television Premiere receives an overwhelming response. Based on Chhathi Mata, the movie was conceptualized and produced by B4U’s team &had the World Television Premiere on 2nd November, 2019. This was on the occasion of Chhath, a popular...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/cnbc18.jpg?itok=1_HMd6h3
CNBC-TV18 celebrates 20th anniversary

MUMBAI: CNBC-TV18 is set to mark a milestone by completing 20 years as an overarching business news specialist in the country. In the past two decades, the brand has been at the forefront consistently by delivering incisive, and accurate information of the business and financial sector. Since its...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/all.jpg?itok=xW0FDV_o
Peppa Pig's first-ever performance 'Peppa Pig Musical' rolled-out in Mumbai on Children's Day

They have been winning millions of hearts across the globe with their ‘Oink Oink’ and cuteness quotient. And now the loveable, cheeky little piggy, Peppa Pig, one of the most charming animated characters, is all set to take over India with their first ever musical on the occasion of Children’s Day.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/Balaji-Telefilms.jpg?itok=uslHFPeq
Production rakes in numbers for Balaji Telefilms; Alt Balaji numbers up

One of the most successful television content production houses in India, the Shobha Kapoor and Ektaa Kapoor-led Balaji Telefilms Ltd (Balaji) reported more than double standalone profit after tax or PAT (up 117.6 percent) y-o-y for the quarter ended 30 September 2019 (Q2 2019, quarter or period...

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/barc.jpg?itok=_U4jurfV
BARC week 45: No changes in South GEC space

In week 45 of BARC India ratings, no changes were observed in Malayalam, Kannada, Telugu and Tamil. In Bangla, Bhojpuri, Gujarati and Marathi genres. But the pecking order of the top five channel has seen slight changes.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/kbc.jpg?itok=GBC6vE3l
BARC week 45: SET slips to third position in urban market

MUMBAI: Sony Pictures Network's leading Hindi GEC-Sony Entertainment Television has slipped down to the third position in week 45 of BARC India ratings. Last week the channel was observed in the second position. Sister GEC Sony SAB continued to hold the leading position in urban market and pay...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/14/mona.jpg?itok=M7q1L_ZA
ABP News Network names Mona Jain as chief revenue officer

MUMBAI: Mona Jain, a veteran media professional with nearly two decades of experience, has joined ABP News Network as the company’s chief revenue officer. She will be responsible for the organisation’s revenue efforts across ANN channels, live events and digital platforms. Jain comes to ANN with a...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories