When a host of Regional language satellite channels were getting launched in the last couple of years, most analysts believed that DD-Regionals would stand to lose share. In fact, that belief soon came true last year when they did lose share (2001 versus 2000).
But what has been stunning this year is that DD-Regionals have gained back the lost territory… according to TAM ADEX numbers studied till October'02. Leading the pack has been DD-Mumbai where Revenue shares have doubled! DD-Mumbai has jumped from a share of total TV revenues of 0.6% to 1.1% as shown in chart below!
Overall DD-Regionals have gone up to their highest revenue shares in the last 3 years. From a share of 4.1% in 2000 down to 3.0% in 2001 to almost 4.7% in Jan-Oct'2002.
If we specifically look at performance of DD-Mumbai, the revenue increase could be a function of both - aggressive marketing as well as genuine improvement in performance as shown in chart below.
It will be interesting how the festive has been for DD-Regionals. Whether all the big bucks in the last quarter again reflected the same pattern! Watch this space for more!
Atul Phadnis, director, S-Group, TAM Media Research
(All figures used are courtesy TAM Peoplemeter System and TAM ADEX)
Other Related analysis
DD-Regionals hit back despite competition! Post growths in Revenue-Share! New TAM-ADEX Analysis.
