IRS 2006 R2: C&S grows by 4 per cent, STAR Plus most watched satellite channel
The Indian Readership Survey (IRS) 2006 Round 2 has thrown some interesting trends for the television media consumption. Media growth is healthier than both the growth in population and literacy given that the media audience has grown by 67 million individuals.
C&S growth is the highest with growth in dailies coming in at a close second. With a penetration of 24.1 per cent, C&S households are at 5.1 crore, registering a 4.3 per cent growth. However, TV time spent has gone down from 108 minutes to 92 minutes. The good news is that those who watch TV ‘at least three times a week’ has gone up by about 14 per cent. But the real shake-up is the four-fold increase in audiences who watch TV less than once a week.
Overall, IRS 2006 R2 shows that there is declining stickiness, polarisation in frequency of viewing, overall time spent – a downward trend and audience skew towards lower time slabs.
Of the Top 10 channels tuned in, DD 1 and DD News leads with 911.9 lakh and 549.1 lakh households tuning in, respectively. This is followed by STAR Plus tuned in by 301 lakh households; Aaj Tak, 295.2 households; and Zee TV on the fifth slot with 292 lakh households tuning in.
Zee Cinema is the sixth highest with 276.5 households tuning, Sony TV follows with 266.3 households. MAX is on the eighth slot with 260 lakh households, STAR Gold with 255.9 lakh households is at No. 9, and Discovery Channel is at the tenth slot with 253.8 households tuning in.
In the Top 10 TV channels that are watched, DD1 leads with a viewership of 2202.5 lakh. STAR Plus is the second highest with a viewership of 716.1 lakh. Aaj Tak, DD News and Zee Cinema follow at No. 3, No. 4 and No. 5 with viewerships of 505.1 lakh, 488.9 lakh and 464.2 lakh, respectively.
South channels dominate the lower order here – Sun TV takes the sixth slot with a viewership of 444.7 lakh, Sony TV is seventh with 330.7 lakh viewership, Gemini TV is at No. 8 with a viewership of 329.7 lakh. ETV (319 lakh viewers) is on the ninth slot and Zee TV (314.9) is on the tenth.
IRS 2006 has also furnished a genre wise segregation – DD1 again leads in the General / Entertainment / Lifestyle genre, followed by STAR Plus, Sun TV, Sony TV, Gemini TV, ETV, Zee TV, KTV, Teja and Udaya TV.
Aaj Tak leads among the news channels, followed by DD News at No. 2. Zee News is at No. 3, followed by STAR News and Sun News on the fourth and fifth positions, respectively. NDTV India, Asianet News, STAR Ananda, NDTV 24x7 and India TV – in that order – take the lower half here.
Among movie channels, Zee Cinema is the clear leader. MAX is at No. 2, followed by STAR Gold and Cable TV Hindi. HBO and STAR Movies are at No. 5 and No. 6 positions, respectively. SITI Cable takes the seventh position and the list completes with AXN, B4U Movies and Zee Classic.
Among music channels, IRS 2006 R2 data shows that Zee Music leads the segment, followed by MTV, ETC, Channel [v] and SS Music.
Our typical marketing budget is usually 10 per cent of the topline spend