Television
Report on Shemaroo

Broadcast India 2018 survey: South contributes 40% to total TV viewership

TV penetration in South India is as high as 95 per cent.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/08/29/barc.jpg?itok=oMhgUaXC

MUMBAI: The number of TV owning individuals in the five south states of India, Tamil Nadu, Andhra Pradesh, Telangana, Karnataka and Kerala, is 259 million, up 8 per cent from 2016. This insight came out from the Broadcast India (BI) survey released by Broadcast Audience Research Council (BARC).

This also means that 31 per cent of total TV owning individuals are present in these five states. The TV owning individuals in the north is 209 million, west is 221 million and east is 146 million.

BARC India CEO Partho Dasgupta said, “The survey has thrown some interesting facts about South India’s TV viewing habits. While total TV penetration in India currently stands at 66 per cent, TV penetration in South India is as high as 95 per cent. This can also be attributed to the fact that electrification in South is around 99.9 per cent and one of the first durables which people buy having electricity is TV.”

BARC India’s BI 2018 Survey was conducted covering 300,000 households, approximately 4300 towns/villages and 68 per cent of the urban market.

With eight out 10 people sampling TV daily and a high time spent of 4 hours 10 minutes, the southern market has been witnessing a year on year growth in average time spent on TV. The region also generates viewership of around 12 billion impressions at a weekly level. The fact that 31 per cent of the TV individuals in South contribute to 40 per cent of total TV viewership, proves that people in the region love TV.

The factors that affect TV viewing range from family size, migration, electrification and affluence among others. BI 2018 survey highlights that growing affluence in South India has played an important role in the family structure and durable ownership.

As per BI 2018 Survey, at an all India level, the average family size for TV homes is 4.25 individuals. In South, this is much lower at 3.8 individuals per household. This shows that families in the South are much more nuclear in nature.

The socio-economic profiles of homes in South India have also improved as compared to 2016. While the affluent (NCCS A) have seen a growth of nine per cent, the upper middle class (NCCS B) TV homes have grown by 15 per cent. TV homes falling under low socio-economic profiles (NCCS D/E) have dropped by seven per cent. Nuclear families, increasing middle class and rising disposable incomes are helping households move across the affluence chain.

The survey also highlights the fact that close to 30 per cent homes in the south have their female members working either full time or part time. The ratio further improves in rural where 35 per cent of homes have its women working.

Entertainment in South is of prime importance across the value chain. While 85 per cent of NCCS D/E homes have a TV, only 66 per cent of these homes have a gas stove. This proves the need for these families to sit together and watch their entertainment.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/sangeeta.jpg?itok=ZPCl7o59
Sony Music onboards Sangeetha Aiyer as director of promotions

MUMBAI: Sony Music India (SMI) has named Sangeetha Aiyer as director of promotions. Aiyer will lead SMI’s promotions strategy and activities across all media channels, amplifying SMI’s content and artists across international, Bollywood, pop & north repertoires and optimising promotions...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/praksh.jpg?itok=rw6DLWPz
India keeping tabs on law to make big tech pay for news: Javadekar

NEW DELHI: The government yesterday introduced sweeping rules to regulate streaming services, online news outlets and social media firms, a move that has the country's digital media ecosystem in a flutter. Undeniably, the last couple of days at the ministry of information and broadcasting have been...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/romesdy.jpg?itok=8Z_S_9Do
Romedy Now presents the Indian television premiere of popular teen-drama film ‘The Sun Is Also A Star’

MUMBAI: Staying true to its promise of entertaining viewers with a generous dose of love and laughter, Romedy Now presents a perfect reason to grab some ice-cream and a box of tissues for the much-awaited Indian Television premiere of American teen drama film, The Sun Is Also A Star on Sunday  28...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/colors.jpg?itok=9n5k-jgF
Siddhi hates Shiva, a mnemonic that left the nation intrigued

MUMBAI: Colors recently launched Bawara Dil, a hateful love story of two individuals with strikingly contrasting personalities. Siddhi (played by Kinjal Dhamecha) and Shiva (played by Aditya Redij) are like fire and ice, fate binds them in a holy matrimony, but they vow to destroy each other’s life...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/sid.jpg?itok=im5S1LvL
Siddharth Kumar Tewary all set to remake the Spanish thriller "The Cleaning Lady"

When it comes to versatile and cutting edge content creation and immaculate storytelling, one can't help but mention Siddharth Kumar Tewary at the top of that list. His ability to not just, see potential in a concept, but also break it down so effectively for audiences is undeniable.

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/xc.jpg?itok=n-NFtchT
Bigg Boss Kannada season 8 all set to return on Colors Kannada

Colors Kannada is all set to launch the newest and most action-packed season yet of Bigg Boss Kannada. Hosted by the dashing heartthrob Kiccha Sudeep, Bigg Boss Kannada season eight will premiere on Colors Kannada at 6 pm on Sunday, 28 February, with subsequent episodes airing daily at 9:30 pm.

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/26/aj.jpg?itok=hHCuF6hS
Aaj Tak launches #AajTakSabseTez campaign with classic art deco styled films

The nation’s undisputed No.1 news channel for 20 years, Aaj Tak marks the 20 year milestone in signature ‘Sabse Tez Style’. Bold and gripping, the new campaign #AajTakSabseTez is a satirical take on the current news environment in the country.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/25/neeraj.jpg?itok=S67BVIKb
Sony Sab brings back its beloved show in a whole new avatar with ‘Jijaji Chhat Parr Koii Hai’

MUMBAI: Block your calendars, set your alarms and get ready to welcome the madness and quirks of Sony Sab’s Jijaji’s world once again as the show returns in a brand new avatar with an intriguing new title Jijaji Chhat Parr Koii Hai. While the Jijaji family returns to Sony Sab, this time, their...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/02/25/ins.jpg?itok=PNoO8Vi4
INS asks Google to compensate publications for use of content

NEW DELHI: The Indian Newspaper Society (INS) has asked search giant Google to compensate print publications for carrying their content online and share 85 per cent of the ad revenues amid a widening global face-off between big tech and media companies. Spurred by the closely-watched tussle between...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required