At the prestigious Advertising Research Foundation (ARF) Workshop in New York last week, two Delhi based NDTV executives made a presentation titled Mapping Mediamorphosis. The presentation was based on a segmentation model that enables the creation, mapping and analysis of television audience segments. We spoke with NDTV's Projit Chakraborti immediately after the presentation (read the interview alongside), and discussed his model.

The model is insightful. It maps total C&S programming viewership universe into 11 clear clusters, like Serial Killers, Upper Crust, Masala Dosa and Romeos 'N' Roa. Cluster Serial Killers, for instance, is the largest audience cluster (share of 19.4%) and primarily comprises of Sec A and B viewers with high contribution from older audiences, predominantly in West and North India. The Genre mainly comprise of Serials, Game Shows and Comedies. Masala Dosa is another big cluster with a market share of 20.4 %, predominantly Sec CDE, slightly skewed towards women, mainly from the South. Mama's Lil Darling is essentially a Sec A viewer, led by 4-14 Yrs, with a small share of 3.9 %. The programming composition for this cluster is led by Children's programming.

The model then arrives at the contribution of each cluster to key channels. For instance, Star Plus has a very high reliance on Serial Killer, with over 80% of its viewers coming from this genre. Is that an opportunity for Zee and Sony or something that Star Plus should look at to derisk? To set your mind thinking, read the commentary and complete presentation, exclusively on exchange4media.

Projit Chakrabarti
Marketing Manager,NDTV

Speaks with exchange4media from the ARF Workshop in
New York
Q · How was the presentation received at ARF?
The presentation was received very well! Participants and organizers were enthusiastic and interested in the model. They were keen to understand, through my presentation, how the media landscape is shaping up in India.
From the feedback I got, our model is in line with the contemporary thoughts and developments in US.
 

Q For how long have you and your team members been perusing this model?
Well, we have been at it for over three years now and we are happy with the outcome!

Q How can organizations benefit from this model?
The model can be effectively deployed by channels to plan programming and marketing strategy.

On the other hand, as mentioned in my presentation, the model can be used by advertisers to target audience segments that have similar or overlapping profiles with their market segments. The clear demarcation of the segments would enable them to develop strategies to improve the efficiency of their advertising budgets and strategies by reducing spill over. They can also avoid clutter by underwriting customized media properties.

Q So, basis your model, what would it take to break into the top league?
Using the model, programmers can get a very good idea of audience clusters on a channel - both geographically and in terms of profile. The channel can then conduct qualitative research to further pin point the audience trends and validate programming.

Q Lastly, how will NDTV use this research?
As a production house, this research will help us open dialogue with leading advertisers and channel. After all, the basis of this model is very similar to the marketing approach that FMCG and other sectors follow and hence we should be also be able to get a better buy in on our concepts.
Interact with Projit