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India’s Got Talent to see 25% decrease in TVR: MEC

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India’s Got Talent to see 25% decrease in TVR: MEC

MEC has announced its estimation of television rating for the fourth season of India’s Got Talent (IGT), premiering September 23, 2012.

MEC along with Meritus Analytics India has estimated the opening TVR for this season to be at 2.4 in All Adults, 15 years+, SEC ABC, All India. This is 25 per cent lower compared to the opening TVR of 3.18 in the last season.

Geetha Shiv, National Director, Analytics and Insight, MEC said, “Though the formats of KBC and IGT are completely different, both being reality shows, there could be some duplication between audiences. With IGT being scheduled immediately after KBC in this season, there could be viewer fatigue which can lead to dip in rating compared to last season.”

Contrary to this season, KBC and IGT were scheduled in totally non-conflicting time bands in the last season; KBC during weekdays and IGT during weekends. The key influencing factors remain the same for IGT as in the case of KBC, which are:

• Program promotions on the channel, network and other channels
• Promotions across other media platforms such as radio and newspapers
• Search volume index as a measure of viewer buzz
• The base channel share of the airing channel

It has been observed that the promo levels are currently similar to last year and therefore there is nothing additional to drive viewership for a tight time slot.

Sunder Muthuraman, Managing Partner, Meritus Analytics commented, “In difficult times, planning investments and RoI is critical. Forecasting trends and results help in doing the right levels of investment and avoid over/ under spending. This applies to media business
(and any business) today. Meritus has tested frameworks to help forecast results with given inputs and help businesses plan for better RoI.”

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