Guest Column: All that Satyamev Jayate changed...
GroupM's Thomas Mathew analyses SMJ's first episode to demonstrate how weekend viewer behaviour responds to differentiated programming
No other program in the recent history of Indian television has generated as much buzz as Satyamev Jayate. Prior to launch, there was considerable hype around the show – Aamir Khan’s television debut, simulcast on multiple channels including DD, suspense over what the content would be, high decibel promos – resulting in sky high expectations from the programme even from a ratings perspective. The inaugural episode delivered a TVR of 2.4 on Star Plus (All India, TG: CS, 4+) The show is now a brand on its own. As per some reports, Google searches for the programme surpass those for Aamir Khan these days. The first episode of the show provides an opportunity to understand how weekend viewer behavior in a key market like Mumbai changes in response to differentiated programming backed by heavy promotional activity.
This analysis of the first episode of Satyamev Jayate (Market: Mumbai TG: CS,4+) using TAM respondent level data helps in evaluating
• Source of viewers for the show
• Channel preferences before and after the show
• Interaction with other programs during the course of SMJ viewing session
• Family involvement for the show in terms of number of members watching the show
Share of new viewers garnered by the show
None of the SEC A/B/C viewers of the first episode of Satyamev Jayate had watched Star Plus the previous Sunday during the same time band. In fact, around 60 per cent of SMJ viewers did not watch Star Plus at all during the previous Sunday.
The first episode of the show saw sampling by a completely new set of viewers – 65 per cent of whom hadn’t watched any channel the previous Sunday during the 11:00 AM – 12:30 PM time band.
Relatively larger share of SEC B viewers were active during this time band on other channels the previous Sunday. What did they watch then?
SEC B: Channels/Programmes watched the previous Sunday 11:00 AM – 12:30 PM
It was a complete shift in genre for SMJ SEC B viewers who had spent most of their time the previous week on English movies/news/infotainment and regional GECs
Channel watch prior to SMJ on the day of the show
On the day of the inaugural episode, bulk of SMJ viewers had already watched Star Plus prior to commencement of the show. The second largest set of viewers came via Sony TV. The 14 per cent viewers that started their day’s TV viewing with SMJ partly quantifies the appointment viewing strength of the new show.
Channels watched prior to SMJ: SEC D/E viewers
In the case of SEC D/E, 1/3rd of the SMJ viewer base started their viewing for the day by watching SMJ – highest among all SECs. The impact of pre-launch buzz was thus highest for this segment going purely by the trend of tuning in exclusively to watch the show
Channel watched after SMJ viewing on the day of the show: All SEC
Largest share of SMJ viewers continued with Star Plus for their next viewing session (though not necessarily with the subsequent programme on the channel). About 12 per cent of the viewers ended their day’s TV viewing after watching SMJ.
Thirty six per cent of the viewers from SEC C had their next viewing session on Star Plus (highest for any SEC) while 33 per cent of SEC D/E ended their TV viewing for the day with SMJ reiterating the fact that they had tuned in only to catch this particular programme.
Switchers – Channel watched during the course of the viewing session with SMJ
Only around 30 per cent of SMJ viewers shifted in and out of other channels during the course of their SMJ viewing session. The sticky nature of the content is evident from the high viewer time spent on the programme. Among those who shifted channels, bulk of the time was spent on Crime Patrol on Sony TV. This is the channel many of the viewers had watched prior to getting on SMJ. The competitive pressure of SMJ is likely to be highest on Sony going by the trends of the inaugural episode.
How many members from the same household watched the programme?
Family involvement as measured by number of members from the same household watching the program was highest for SEC A and SEC B. This is indicative of a collective viewing decision being taken more in upper SEC households. Curiosity around the content of the show would have been the key driver for different members tuning in for the first episode. However, this may not be the right measure for subsequent episodes considering the sensitive nature of the show’s content (with the anchor himself advising viewer discretion regarding kids watching the show)
(SMJ viewers: Those who watched the programme for at least five minutes)
The author is the Strategy Manager of GroupM unit, mConsult
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