A recent Tam media research conducted by A C Nielsen, shows that regional and language TV channels are far ahead of others, in terms of channel share, on the day most results of the recent Assembly elections were declared. TAM, found that Sun and Jaya have beaten all other channels in Chennai and the ‘Rest of Tamil Nadu’ markets in election time TV viewing on May 13, the day when most of the poll results were announced.
The Tam research has traced the TV viewing pattern during the election time in some significant markets including Chennai, rest of Tamil Nadu, Cochin and Calcutta on May 13 across several channels, age groups, cable and satellite homes and all TV homes.
In a survey of the cable and satellite homes in the age group of four years plus in Chennai, Sun bagged a channel share of 45 per cent, closely followed by Jaya with 33 per cent. The time band for the survey was 2 a.m. to 6 p.m. The other channels to attract some viewership that day in the Chennai market included Raj with 9 per cent share, Vijay with 7 per cent, DD-5 with 3 per cent, DD-1 and Sun News with 1 per cent, respectively.
Similarly, for the ‘Rest of Tamil Nadu’ market in the same category and time band, Sun had a channel share of 42 per cent, followed by Jaya with 30 per cent. The other channels to get any viewer attention on May 13 in the ‘Rest of Tamil Nadu’ market included Raj TV with 12 per cent, Vijay with 9 per cent, Sun News with 4 per cent, DD1 and DD5 with 1 per cent, respectively.
Surprisingly, other channels such as Star News, Star Plus, Sony, BBC, CNN, Zee News, Aaj Tak and DD News, did not have any share at all in that time band on May 13, both in the Chennai and the ‘Rest of the Tamil Nadu’ market, as per the survey.
According to a survey in the cable and satellite homes in Cochin, in the four years plus category, Asianet is ahead of others with 44 per cent channel share, followed by Surya TV with 32 per cent, Kairaly with 18 per cent, DD-4 with 5 per cent and DD-1 with just 1 per cent.
In Calcutta, the popular Bangla channel—ETV Bangla—scored over others on May 13 in a survey of cable and satellite homes in the age group of four years plus category. While ETV Bangla grabbed a channel share of 39 per cent, DD-7 (another Bangla channel) got 21 per cent. Perhaps, there’s a lesson in this for other popular channels!