TAM Media Research has launched the third edition of its annual report on TV viewing patterns ‘Impatient Generation’ for the year 2011. Impatient Generation is a quick, reader-friendly compilation of the past year’s TV viewing trends across various channel genres and regions in India.
This annual feature attempts to update advertisers/ marketers on where the best match of the target group could be available. For the TV broadcaster and production houses, the idea is to share some perspective of where, when and how TV audiences are changing in their tastes and preferences, what they are rejecting as programme offering versus what is getting accepted. The dynamics that shape an average Indian household viewer’s relationship with TV each day starting from morning to evening is another block that this TAM feature attempts to throw light on.
The ‘Impatient Generation’ study for 2011 was launched at the Indian Merchant Chamber’s Fusion 2012 conference, held on February 1, 2012. This report was launched by Ajay Maken, Minister of State for Youth Affairs and Sports; Bhavna Doshi, President, Indian Merchant Chamber; and LV Krishnan, CEO, TAM Media Research.
As per the study, C&S at All India level currently stands at 126 million households. At 42 million digital households, the growth registered is 63 per cent. C&S and Digital grew by 5 per cent and 61 per cent, respectively, in TAM reported markets.
Viewing trends in different genres
Viewership of Hindi GECs genre saw a 6.5 per cent dip in 2011. During the year, the genre showed consistent growth in one-hour special fiction episodes during prime time on weekends. Delhi, Maharashtra, Uttar Pradesh and Gujarat have been the top performing markets for the Hindi GECs genre across years, and the viewership returns from the metros have seen a slight drop.
Hindi Movie Channels
The number of unique movies aired in 2011 decreased by 10 per cent. Both airtime and viewership of South dubbed movies saw a clear growth in the year 2011.
Hindi General News
Share of Hindi news genre witnessed a 10 per cent growth in 2011 after decreasing in 2010. Returns from news bulletins witnessed an appreciable increase, while viewing proportion from telecast of Review/ Reports witnessed a decline across years.
Overall GRPs increased by almost 50 per cent with reach and time spent contributing to the gain. Increasing digital penetration in key metro markets has led to greater access for the channels. The growth in consumption led by time spent showed a 15-20 per cent increase.
The overall genre with an 18 per cent share seemed to be on a growth path with new channel launches in 2011. Today, 14 channels constitute the kids’ genre. The reach levels for the 10-14 years age band improved in 2011. With the increase in the number of channels, the kids’ genre has been witnessing a continuous increase in viewership share since 2008. Homes with kids adopted digital TV platforms at a faster pace, with the growth rate touching almost 60 per cent in 2011.
The sports genre witnessed 200 million unique viewers in year 2011. There was an 18 per cent rise in sports content on TV during the year. Live sports coverage continued to garner over 50 per cent of the viewing for any sports content. The year 2011 saw 35 per cent growth in advertising volumes, but 70 per cent of the volumes continued to be garnered by cricket.
Eyeing the regional TV market
Digital penetration increased by 17 per cent in the Tamil Nadu market. Increase in viewership was due 3 per cent increase in time spent levels in this market. Tamil GECs, music and sports genres witnessed increase in viewership.
In the Andhra Pradesh market, digital penetration has just touched 8 per cent. While overall time spent on TV is high (over three hours daily), its growth was just 1 per cent over 2010.
Kannada GECs and news genres were primarily on a growth track in viewership in the Karnataka market. While serials provided almost three times the RoI, the growth in viewing for this genre continued to see an average of almost 20 per cent in 2011.
In the Kerala market, a 6 per cent fall in time spent resulted in overall TV viewing coming down in 2011, however, the introduction of new channels resulted in growth in viewing again the last few weeks of 2011. Malayalam GECs dominated with a lion’s share of 50 per cent with news, movies and music genres following. Malayalam kids’ content saw an upswing in viewership with the launch of new channel – Kochu TV.
In the West Bengal market, viewership of Bangla regional witnessed a steady and fast growth from 5 per cent share in the year 2000 to 43 per cent as of 2011, eating into the Hindi channels’ share. There was growth in ratings for regional movies and events as compared to Hindi movies and events.
Although total TV viewing remained steady in the Maharashtra market, viewership of Marathi regional saw growth over 2010. Maximum growth was seen on digital TV platforms (31 per cent), as compared to Analog set of viewers (13 per cent). Unlike 2010, the Marathi GEC genre had prioritised the airtime mostly for higher RoI generating content like fiction, movies and reality shows. Chat shows/ interviews (in Marathi news channels) constituted about 12 per cent of airtime, contributing about 14 per cent of total viewership.