Continuing our series on broad viewership trends, in the second and conclusive part, we focus on two audience groups: Women and Youth in Metros and Non Metros.
And we discover some significant differences in viewer ship pattern, and some stark similarities. For instance, in non-metros, Youth watches music and news channels more in afternoon than the traditional Prime Time. Or that, Women have very similar viewership pattern for General Entertainment genre wherever they are - metropolis or the hinterlands.

Lets examine the trends in Women audience group.

When we look at the General Entertainment genre, the viewership pattern for both metros and 'non-metros' is very similar. Refer chart 1 below. Afternoon time band (12.30pm- 3.30pm) and Prime Time (8pm- 11pm) has similar peaks. This similarity is however only restricted to general entertainment channels.

Chart 1. Women viewership Trend of General Entertainment


Source: TAM
Definition's- TG- Female (25- 44 Yrs.), SEC- AB, Market- Metro (Delhi, Mumbai), Non Metro (Kan, Lud, MAHrest, Uprest)
Period: Week 22- 30, Year 2002, All Days
General Entertainment channels include are:(Set Max, Sony, Star Plus, Zee Cinema, Zee TV)

If we look at the viewership trends of music and news channels, (chart 2 and chart 3) in metros and non metros, we find different patterns emerging. For both genres, in Metros, morning and evening time band has higher viewership while in Non Metro afternoon and evening has higher viewership. This perhaps is a reflect of difference in lifestyles. More women in metros are part of workforce.

In non metros, the viewership enjoyed by the Music genre in afternoon is almost as high as evening prime time. In traditional prime time (post 8 pm) the viewership falls dramatically. The chart 3 then clearly proves that scheduling strategy for a music channel, especially for a mass brand with scattered TG s, has to be very different from a general entertainment channel.

In contrast, metropolises have a morning and traditional prime time vieweship pattern.

Chart 2. Niche channels women viewership trends in Metro
Source: TAM
Definition: - TG- Female (25- 44 Yrs.), SEC- AB, Market- Metro (Delhi, Mumbai)
Period: Week 22- 30, Year 2002, All Days
Music channels:- MTV, Channel V, ETC Punjabi, CMM, Zee Music, B4U Music
News channels:- BBC World, CNN, CNBC, Star News, Aaj Tak, Zee News

Chart 3. Niche channel women viewership trends in Non Metro
Source: TAM
Definition- TG- Female (25- 44 Yrs.), SEC- AB, Market- Non Metro (Kan, Lud, MAHrest, Uprest)
Period: Week 22- 30, Year 2002, All Days
Music channels:- MTV, Channel V, ETC Punjabi, CMM, Zee Music, B4U Music
News channels:- BBC World, CNN, CNBC, Star News, Aaj Tak, Zee News

Viewership pattern amongst Youth again have a very different pattern when we compare metro and 'non metro' data.
In non metros, Music and News channels peak dramatically in afternoon and the peak is much higher than primetime (chart 5). Youth in metro has a morning band (8.30- 11.30) and most of the afternoon has a low relative viewership. In Primetime, News channels climb up even as music channels fall.

Chart 4. Niche channel youth viewership trends in Metro

Source:TAM
Definition: - TG- M/F (15- 24), SEC- AB, Market- Metro (Delhi, Mumbai)
Period: Week 22- 30, Year 2002, All Days
Music channels:- MTV, Channel V, ETC Punjabi, CMM, Zee Music, B4U Music
News channels:- BBC World, CNN, CNBC, Star News, Aaj Tak, Zee News


Chart 5. Niche channel youth viewership trends in Metro

Source:TAM
Definition: - TG- M/F (15- 24), SEC- AB, Market- Non Metro (Kan, Lud, MAHrest, Uprest)
Period: Week 22- 30, Year 2002, All Days
Music channels:- MTV, Channel V, ETC Punjabi, CMM, Zee Music, B4U Music
News channels:- BBC World, CNN, CNBC, Star News, Aaj Tak, Zee News

So clearly we see that which one can buy and schedule spots for metro and 'non metro' audiences on General Entertainment channels, News and Music channels need more attention. Scheduling in Afternoon seems to be the mantra for Non-metro audience.