Social media has offered ample opportunities for content to not only go viral, but to also take strides in earned media. In India, content on English GECs is much more effective at generating earned media than Hindi GECs. According to data sourced from Simplify 360 (Media break up from June 12 – 26, 2015, numbers in thousands) most of the Hindi GECs had put a lot of resources on owned media buzz but the earned media buzz was relatively very low in comparison. While the proportion of owned media buzz to earned media buzz was quite alike for English GECs, in some cases certain channels had more earned media than owned media buzz.
Star Plus on top in terms of owned media with 287.1. However the earned media was far lesser in comparison with 16.0. On the other hand, Colors performed far better in terms of earned media and was higher than Star Plus at 17.9. The owned media was also much lesser in comparison to Star Plus at 81.3. Zee TV’s earned media was at 5.4, while owned media was much higher at 54.8. Sony TV’s earned media was a little lower than Zee TV’s at 4.4, while the owned media at 47.3. Life OK had an earned media of 1.3 and owned media was 8.0. &TV’s earned media was 0.5, while owned media was much larger at 6.6. Sab TV in fact had more earned media than &TV with 1.4 and was lesser on owned media too with 5.4.
Among the English GECs the highest in terms of earned media buzz was attained by Star World and exceeded their owned media efforts. Earned media buzz was 9.9, while owned media was just 2.1. Another channel to have more earned media buzz than owned media was Zee Café. The channel had earned media buzz of 2.4 double the figures of its owned media buzz of 1.1. AXN on the other hand had seen increasing efforts on owned media and less in earned media. The owned media of the channel was 76.1, while the earned media was just 6.1. Comedy Central was much better which had owned media of 5.5 but earned media of 1.9. However, in comparison the proportion of earned media buzz to the owned media buzz was equal and in some cases earned media was more.
The reason for this difference between English GECs and Hindi GECs is that the audience in English GECs are much younger and more from the top urban metros. According to Simplify 360 English GECs promote their shows heavily on social media with contests and campaigns and this is the result for their higher earned media share. Hindi GECs use social media for fan engagement as well as promotion of shows.
Among the top English shows (from June 19 – 26, 2015) in India Breaking Bad earned the highest buzz of 687 for Star World. Simpsons got buzz of 506 for Star World. Grey’s Anatomy got total buzz of 400 for Star World and Zee Café. The Big Bang Theory got total buzz of 353 for Star World and Zee Café. The Vampire Diaries got buzz of 307 for Zee Café. Tonight Show with Jimmy Fallon generated buzz of 248 for Comedy Central.
In Hindi GECs Comedy Nights with Kapil generated the highest buzz of 59,125 for Colors. Jhalak Dikhhla Ja generated buzz of 16,074 for Colors. Jodha Akbar for Zee TV generated a buzz of 13,890. Meri Aashiqi for Colors generated a buzz of 5,918. India’s got Talent generated a buzz of 3,776 for Colors. Yeh Hai Mohabbatein generated a buzz of 3,583 for Star Plus.