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Demystifying Genres: Growth, new leaders, new players and new trends in the English news genre

27-July-2010
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Demystifying Genres: Growth, new leaders, new players and new trends in the English news genre

English general news channels have seen considerable action in the recent past with players like Times Now consolidating their lead and new players like News 9 coming in. Including the international players, there are eight English general news channels in the market today.

Channel Share

Times Now is a clear leader as far as the ratings are concerned. CNN-IBN and NDTV 24x7 are in a close tussle for the second spot. They are followed by Headlines Today. Surprisingly, News 9, the newest player in this genre, is ahead of NewsX. It is followed by BBC and CNN, in that order.

Trends during Daypart

The daypart graph shows a gradual growth as the day progresses. An interesting trend is the high GRP of 12.2 seen at 1.30 pm. The GRP then peaks again at 10 pm, which stands at 20.64 – the highest seen throughout the day.

Genre Share on News Channels

Another trend seen is that news bulletin’s share of the news channels has declined from 65 per cent in July-December 2009 to 60 per cent in January-June 2010.

Viewership Profile

It is interesting to note that younger TG CS 15-20 has a higher viewership percentage at 20 per cent, as compared to TG CS 15-24 at 18 per cent. English news channels are considered to be a male dominated market, but interestingly female TG is not far behind at 43 per cent vis-à-vis the 57 per cent male TG.

Ad Volumes of English News Genre during H1 (2009 and 2010) and Jul-Dec 2009

Expert Opinion:

Manas Mishra, EVP and Country Head, Mudra Connext opined, “I think the news channels have been in the forefront in creating public opinion. Right now, what is seen is that the top 3-4 news channels are creating public opinion, be it Bhopal, Pak- India, or any other burning topic of national interest. I think for advertisers, the English news genre works as there is engagement of audiences due to SMSes, polls, etc. I think the audience is far more engaged now.”

Surbhi C Moorthy, Deputy General Manager, Allied Media, noted, “The genre of English news channels has been steadily growing, and the market has been fairly growing as well. Times Now has done really well. They are the clear market leaders.”

According to Mohit Joshi, Executive Director – North, MPG, “The genre has matured over the years, and definitely so in the last one year. With increased genre pressure, the quality of programming has become more competitive. We should not evaluate this genre from a pure numbers point of view, as we know the numbers are small. However, as far as relevance for advertisers is concerned, the genre has definitely seen more brand support in the last one year.”

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