If one looks at the internal economies across the length and breadth of the country, we can see stark differences emerging. The product categories that do well, the markets and the consumers are completely different from Maharashtra to Bihar, from Kerala to Punjab. TAM ADEX put together a unique analysis to see which were the largest product categories on DD-Regional Language stations. (The period of analysis was Dec'2002-Jan'2003)

Western India
Amazing trends start emerging as shown in the chart below. If one looks at the Top Categories for DD-Mumbai, one sees FMCGs dominating -

Top Categories on DD-Mumbai
Rank	Product Category
1	Toilet Soaps
2	Tea
3	Hair Oils
4	Baby Massage Oil/lotion/creams
5	Mosq Repellents
Source : TAM TV ADEX

Now if we compare this with another DD station in the West - DD-MP, one finds similar trends. FMCG again rules!

Top Categories on DD-MP
Rank	Product Category
1	Hair Oils
2	Shampoos
3	Detergent Cakes/bars
4	Rubs And Balms
5	Cold Creams
Source : TAM TV ADEX

However, if you compare these 2 with the third station - DD-Ahmedabad, you find stark differences as shown below! Insurance, Sarees (Dresses worn by Indian Women) & Entertainment Zones emerge as the top categories

Top Categories on DD-Ahmedabad
Rank	Product Category
1	Sarees
2	Insurance
3	Entertainment Zones
4	Tea
5	Washing Powders/liquids
Source : TAM TV ADEX

Eastern India
From the Western part, lets go to Eastern India and study trends there. DD-Calcutta has FMCGs leading again. But certain other FMCG categories emerge…

Top Categories on DD-Calcutta
Rank	Product Category
1	Antiseptic Creams/liquids
2	Toilet Soaps
3	Milk Beverages
4	Mosq Repellents
5	Shampoos
Source : TAM TV ADEX

However, DD-Patna & DD-Oriya show categories like Chyavanprash, Contraceptives, Biscuits and Retail Shops indicating quite a different trend altogether!

Top Categories on DD-Patna
Rank	Product Category
1	Antiseptic Creams/liquids
2	Hair Oils
3	Chyavanprash
4	Biscuits
5	Display Retail Shops
Source : TAM TV ADEX

Top Categories on DD-Oriya
Rank	Product Category
1	Biscuits
2	Contraceptives
3	Medicated Skin Treatment
4	Washing Powders/liquids
5	Display Retail Shops
Source : TAM TV ADEX

South India
South India has all the predictable trends - FMCGs as shown below for DD-Bangalore & DD-Chennai.

Top Categories on DD-Bangalore
Rank	Product Category
1	Toilet Soaps
2	Shampoos
3	Tea
4	Detergent Cakes/bars
5	Tooth Pastes
Source : TAM TV ADEX

Top Categories on DD-Chennai
Rank	Product Category
1	Toilet Soaps
2	Shampoos
3	Rubs And Balms
4	Biscuits
5	Tooth Pastes
Source : TAM TV ADEX

North India
Finally, if you see a North DD Station say a DD_Jalandhar, the trends are again pretty amazingly unique! Pesticides & Hospital/ Clinics seem to have spent the highest amounts in Dec-Jan zooming up to take some of the Top Slots besides Biscuits, Toothpastes and Shampoos!

Top Categories on DD-Jalandhar
Rank	Product Category
1	Pesticides
2	Biscuits
3	Shampoos
4	Hospital/clinics
5	Tooth Pastes
Source : TAM TV ADEX

Final Conclusion
For the latest 2 months, DD-Regional Language stations exhibited fairly unique trends in terms of the product categories that spent money on them. While West & South was dominated by FMCGs, there were unique categories like Retail, Contraceptives and Pesticides that emerged in some of the Eastern and Northern stations. TAM ADEX & Exchange4media will continue to bring some more interesting tit-bits on the same in the near future. Watch this space for more!

Atul Phadnis, director, S-Group, TAM Media Research
(All figures used are courtesy TAM TV ADEX - Dec2002-Jan-2003)