ZEE television had commissioned 'A Day after recall study' through ORG MARG to measure the viewership and viewership patterns of the movies. The study was conducted across six cities: Mumbai, Ludhiana, Lucknow, Jaipur, Bhopal and Meerut for each movie starting with 'Mujhe Kuch Kehna Hai'. Delhi was also included after 2 tracks.
As to why did the channel choose to conduct the study in these six cities, says Apoorva Purohit, President, ZEE TV, "These cities are a combination of big and small. And besides, no viewership data is available for three of them, and hence we thought it would be interesting to find viewership patterns in these cities."
A total of 1800 interviews were conducted among the adults from SEC A, B, C having a C&S connection in these locations.
The study looks at the performance of individual movies in the six locations, as well as cumulative viewership. According to it, if we look at individual movies, 42% of the viewers watched the entire 'Mujhe Kuch Kehna Hai', and, 80% watched at least half of the film. Moving on to Om Jai Jagdish, 39% watched the entire movie, while other 80% watched at least half of the film. And the biggest title that ZEE aired in the duration of the research, Mujhse Dosti Karoge, 46% watched the entire movie, and 81% watched at least half of the film.
Is the channel happy with findings?, "of course, we are," says a visibly excited Purohit, "40% of people watching the movie is a good number, and look at the stickiness also - a large number of people watched it to the end, while most watched at least half of the movie. And that too on a Thursday - when there are strong competing programmes. We broke the myth that movies work only on weekends."
The study also looks at the mean age of people watching these movies. It indicates that The Mean age of a person watching 'Mujhe Kuch Kehna Hai' was 29.6 yrs, 30.1 yrs in the case of 'Om Jai Jagdish', 29.1 yrs in the case of 'Mujhse Dosti Karoge' and 27.9 yrs in the case of 'Little John.' In the case of all movies more than 60% of the viewers were less than 30 yrs old.
As far as male female ratio is concerned, according to the findings, for 'Mujhe Kuch Kehna Hai' and 'Little John' it was an almost equal split across SEC's and Cities. For 'Om Jai Jagdish' and 'Mujhse Dosti Karoge' the viewership was slightly skewed towards women. Talking of the cities, in Mumbai and Ludhiana specifically the female skew was higher for all the movies.
Does ZEE plan to make it a long term strategy post the research findings, and will it look at buying telecast rights for more movies? Says Purohit, "From the time we changed the programming strategy, we had intended it to be a long term one. We had to change the entire programming chart! And of course, we would be looking to purchase rights for more movies next year."
All said and done, how much weight would a study commissioned by channel itself carry? Purohit thinks it does carry a lot of credence as, "The study is conducted by ORG MARG which is one of the top most research agencies in the country today, and hence, obviously, has a lot of credibility. And," she adds, "Someone has to commission a study."