Tv Viewing- Reasons for Shifting Loyalties
TV viewing: Reasons for Shifting Loyalty
TV Viewing: Reasons for Shifting Loyalty
L.V.Krishnan Sharan Sharma Akash Chawla This paper looks at what propels a home to finally shift or even to sample a new disruptive programme. The recent launch of Indian Idol (the Indian version of American Idol) is used as a test case. Understanding a complex behavior like viewing requires much more than pure quantitative or qualitative techniques. At TAM India, we have been conducting a variety of experiments to uncover insight into viewership behavior. One of these experiments has yielded very encouraging results and the attempt of this paper is to describe the process and the results thereof. For the first time, a new observation-cum-game play approach using ex-TAM panelists has been used. This means that a common sample now yielded both viewership minute-to-minute data and qualitative insights. This is what allows a broadcaster to study the ‘why’ behind past viewing patterns and use the learnings for his future activities.
L.V.Krishnan, Sharan Sharma, Akash Chawla
Page 1 of 23
TV viewing: Reasons for Shifting Loyalty
Executive Summary
With the burgeoning of channels and programmes on the Indian media scene, disruptive programming is becoming a reality that broadcasters and advertisers are coming face to face with. Disruptive programmes are shows in differentiated formats that are launched in a time band conventionally understood as meant for a standard programming genre. The TAM Peoplemeter data gives a broadcaster the best estimate of audience size and profile. However, when it comes to analyzing patterns of channel loyalty, especially when it comes to disruptive programmes, the burning ‘Why’ question still remains. “Why did a certain profile of households choose to migrate to the new programme?” This paper looks at what propels a home to finally shift or even to sample a new disruptive programme. The recent launch of Indian Idol (the Indian version of
TV Viewing: Reasons for Shifting Loyalty
L.V.Krishnan Sharan Sharma Akash Chawla This paper looks at what propels a home to finally shift or even to sample a new disruptive programme. The recent launch of Indian Idol (the Indian version of American Idol) is used as a test case. Understanding a complex behavior like viewing requires much more than pure quantitative or qualitative techniques. At TAM India, we have been conducting a variety of experiments to uncover insight into viewership behavior. One of these experiments has yielded very encouraging results and the attempt of this paper is to describe the process and the results thereof. For the first time, a new observation-cum-game play approach using ex-TAM panelists has been used. This means that a common sample now yielded both viewership minute-to-minute data and qualitative insights. This is what allows a broadcaster to study the ‘why’ behind past viewing patterns and use the learnings for his future activities.
L.V.Krishnan, Sharan Sharma, Akash Chawla
Page 1 of 23
TV viewing: Reasons for Shifting Loyalty
Executive Summary
With the burgeoning of channels and programmes on the Indian media scene, disruptive programming is becoming a reality that broadcasters and advertisers are coming face to face with. Disruptive programmes are shows in differentiated formats that are launched in a time band conventionally understood as meant for a standard programming genre. The TAM Peoplemeter data gives a broadcaster the best estimate of audience size and profile. However, when it comes to analyzing patterns of channel loyalty, especially when it comes to disruptive programmes, the burning ‘Why’ question still remains. “Why did a certain profile of households choose to migrate to the new programme?” This paper looks at what propels a home to finally shift or even to sample a new disruptive programme. The recent launch of Indian Idol (the Indian version of