Last week we had compared a latest week in 2003 [week 28] and compared it to how life was three years ago, the same week [week 28 of 2002]. That analysis was based on Share of Viewership versus Share of Telecast Time.

We have received a sizeable feedback from some of you asking on what was the trend like as far as Revenues were concerned. Hence, as a follow-up to last week's analysis, let's look at Revenues earned by mass channels in these 2 periods three years apart. The mass channels considered for this paper were - DD1, DD2, Star Plus, Zee TV, Sony Entertainment and Sun TV.

If we look at the latest week in 2003, we find that a 44% share of viewership for serials, earns mass channels 49% of their revenues! Efficiencies have however dropped for Action/ Thriller shows where a 7% viewership share earns only a 3% revenue share. Bollywood [and Tollywood] earns proportionate to its viewership… a 15% viewership share (for Film songs, Trailers, Fims and Film-based programs) earns a 17% revenue share.

Now if we look at the same week 28 in 2000, one finds completely different trends altogether. Serials then were still efficient [25% viewership earning 37% revenues]. However, what were also efficient were Action/ Thrillers who were earning 7% revenues for a 3% overall viewership. That trend seems to have got reversed in the latest 2003 week [7% earning only 3% revenues]. Film programming content, just like the latest 2003 week, was just about managing to earn revenues proportionate in 2000 [19% revenues for a 17% viewership share]

The purpose behind this analysis was to explore subtle changes taking place in our viewing environment through ways beyond program ratings. A genre-wise trend or comparisons on shares of Telecast Time, Viewership and Revenues open a completely different world of viewer insights altogether that one might not stumble upon looking at only program and daypart ratings! We hope you have been able to appreciate the same as much as we have enjoyed putting this together for you.

A TAM Media Research Analysis
Source : TAM Peoplemeter Study & ADEX India
[Weeks considered - 6th-12th July 2003 & 9th-15th July 2000
Target Audience - All Individuals, 4+ years
Markets - Mumbai, Delhi, Kolkata & Chennai]

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