Interesting consumer study relating to CB

Came across this interesting consumer study regarding Indian Teleserials.It was published last week.......it talks about CB too. Wanted to know what others feel about this survey.


http://www.afaqs.com/media/story.html?sid=28261_Ormax+Media+study:+Zee+has+more+loyalists+than+Colors

A study by Ormax Media reveals that STAR Plus has the highest share of loyal viewers; followed by Zee TV and then Colors.

Ormax Media has conducted an independent consumer study on general entertainment channels and the loyalty they enjoy. The study was conducted among 1,600 females, who are regular to heavy watchers of prime-time fiction programmes on Hindi GECs. These viewers are in the age group of 15-44 years, belonging to SEC A, B, C, in six markets, namely Mumbai, Delhi, Ahmedabad, Lucknow, Indore and Jalandhar.

The study categorises the female viewers -- who watch fiction shows during prime time on Hindi GECs -- into definitive viewing clusters, based on their viewership basket. The four clusters are STAR Plus loyalists, Zee TV loyalists, Colors loyalists and variety seekers. According to the findings of the study, among all the channels, STAR Plus has the largest set of loyal viewers, followed by Zee TV.

The loyalty quotient is identified on the basis of time spent on the particular channel. If a respondent spends more than 50 per cent of her prime time fiction viewing time (between 7 pm- 11 pm) on a particular channel, she becomes 'loyal' to that channel. Thus, 31 per cent of the female viewers are STAR Plus loyalists.

Zee has a 22 per cent share of loyalists; while Colors has 19 per cent. The variety seekers cluster commands a high 28 per cent share. These are viewers who are not loyal to any particular channel, and prefer to watch programmes across channels.

The study also divides each programme's viewership into two components -- one that is driven by loyalty to the channel; and the other driven by loyalty to the content. Thus, channel-driven programmes are those where 50 per cent or more viewership is due to channel loyalty; while content driven are those where 50 per cent or more viewership accrues because of content, despite loyalty being towards another channel. A programme that is driven by content has higher ability to pull viewership from non-loyalists.

Shailesh Kapoor, CEO, Ormax Media, says, "The loyal segment is important for a channel, as it offers an edge when it comes to launching new programmes, or when reviving a programme that may have fallen during its course. This study has thrown some fascinating ways of evaluating a programme's long-term brand strength, beyond its ratings."

Shows on STAR Plus, such as Bidaai and Yeh Rishta Kya Kehlata Hai, are heavily dependent on their loyal viewer base for viewership; whereas Balika Vadhu on Colors and Pavitra Rishta on Zee TV attract viewership even outside of their loyal audiences.

Among other shows, Tere Liye and Behenein on STAR Plus; Na Aana Is Des Laado and Bairi Piya on Colors; and Jhansi Ki Rani and Chhoti Bahu on Zee TV are channel-driven programmes. On the other hand, Pratigya and Sasuraal Genda Phool on STAR Plus are content driven. Zee TV has fewer shows in the latter category.

"Programmes that manage to strike a good balance of both components (Balika Vadhu, Pratigya or Pavitra Rishta) are stronger long-term brands, compared to those heavily dependent on their loyal base. It is far easier for the first type to bounce back, like Balika Vadhu has done several times over the last year," Kapoor observes. He cites the example of STAR Plus, which went through a rough patch after losing its loyal audience mid last year.

The advantage of having channel-driven programmes is that the loyal set of viewers will stay with the channel, even if a few unsuccessful programmes are launched. But a channel cannot depend on the channel loyalists for growth.

Smaller channels, such as SAB TV and Imagine, do not have a loyal set of viewers. Thus, they fight for viewership from variety seekers, who are channel agnostic. An example is Tarak Mehta Ka Ooltah Chashma, which is driven by the variety seekers. Kapoor, however, believes that SAB has the potential to have a strong loyalists' base.

There are more variety seekers in markets such as Mumbai, Delhi and Ahmedabad, than in smaller towns. This set of audience is has a different mindset and is culturally different from the other audiences.

So if CB was more loyal channel driven show, then how will it help Zee by irritating the same loyal viewers who will be needed to initially give the boost to new shows? Do they think that by making new shows based on khichri recipee or remaking a content driven shown of another channel, they will be able to get the content driven audience who will be able to nullify the anger of the more loyal supporters?

misti this analysis was done when CB was ON , am sure nw when the analysis will be done, Zee would have fallen down drastically.

MISTI
Thanks for the link.
Time has to tell us about CB but looking at the response I felt that CB is more cast driven as that factor did not come in this survey and another show KMH is an example of such show if down the time Avina Fans make lot of noise about them and r not interested in any other show we will know it, time and people have to prove their loyality to them(cast) then this phenomenon will also be a point of view. well my mom from whom I got addicted to CB finds SSBS boring and skips seeing it.She also watches couple of language serials so will have to see this theory.

Misti thanx for sharing the article but really not aware of viewers pattern and yes if CB was channel driven not the content driven then taking Cb off air must be one of the craziest thing for Zee..let Z read this article..

very interesting misti ... thanks for posting

A couple of things ... the survey has only looked at larger cities and not rural areas where a majority of the TRPs come from

Well, going by their logic,
- the only show that is attracting additional viewers due to content on Zee is PR on Zee ... so people loyal to other channels are coming back to Zee to watch this show
- CB's and Jhansi ki rani TRPs are due to the channel, not the show itself ... so whatever they show at that time slot will have similar TRPs
- By that standard, AJ could have CB's TRPs if content is changed ... have to wait to see that
- Bidaii and Yeh rishta are not popular due to their content but bcos of loyalty of people to their channel

What they have not talked about
- whether people are loyal to a particular show (not channel) and whether they have stayed with the channel for the sake of that show
- is loyalty built over time bcos of particular shows .. so in a sense, the channel can lose that loyalty if those shows are dropped

Will come back with more thoughts

Originally posted by: abhilasha_dream

misti this analysis was done when CB was ON , am sure nw when the analysis will be done, Zee would have fallen down drastically.

Abhilasha I know it was done when the show was on.......thats why I posted it because if it is an authentic survey that has been published, it will have takers in the TV world. This survey might help the producers think what might be important for the succesfful running of the show.....and I am interested in that.

misti ... thanks for posting this article ... it is very interesting

... i have been breaking my head wondering why a publicly traded company like Zee that should be primarily motivated by greed to make money for its shareholders will make such a stupid decision as to axe a show that is doing very well in its time slot

The dodos up in Zee think that they can bring any show in that time slot with good content and it will do as well or better than CB ... by that token i think AJ should be given a month to perform and then shipped out if they dont

CB would not have been first on their list of shows to cut ... but with DJs not interested, would have been the first to go

Hope Zee and DJs realize this ... the problem is that loyalty can also be shattered when a channel/prdn house either cuts a favorite show or does it in a manner that leaves a bad taste in viewer's mouths

Originally posted by: chalhov

MISTI
Thanks for the link.
Time has to tell us about CB but looking at the response I felt that CB is more cast driven as that factor did not come in this survey and another show KMH is an example of such show if down the time Avina Fans make lot of noise about them and r not interested in any other show we will know it, time and people have to prove their loyality to them(cast) then this phenomenon will also be a point of view. well my mom from whom I got addicted to CB finds SSBS boring and skips seeing it.She also watches couple of language serials so will have to see this theory.

Thanks Chalhov...........your cast driven view is good. Maybe until now there has only been one show (KMH) that has proven to be a cast driven one and thats why maybe it has been taken as an anomaly and not included in the survey. There has to be more shows in this cast driven category to be statistically significant for any survey.........atleast thats what my statistical knowledge tells me.......I might be wrong here and others with more knowledge in statistics might be able to help out here.

CB is also cast driven one........I think it does not matter to most which channel shows it..so long the cast is there and as you have said time will only tell regarding whether CB can also join KMH in the cast driven category....I am sure it will soon join KMH.😃

Chalhov .. your point about Cast driven shows is a very good one ... does CB get increased viewership due to their cast ... i think so too ... but this article has not addressed it

Originally posted by: chipak

Misti thanx for sharing the article but really not aware of viewers pattern and yes if CB was channel driven not the content driven then taking Cb off air must be one of the craziest thing for Zee..let Z read this article..

You are welcome Chipak.

if CB was channel driven not the content driven then taking Cb off air must be one of the craziest thing for Zee.

here is one more question....by making CB channel driven does that mean that the people undertaking this survey think that people used to watch it because it is a zee tv programme...........I mean they would not have watched it on another channel. My answer will be no.....because people watch CB because of CB and not because it is a zee tv programme.........So basically these people have a wrong idea as to what CB was about and why people watched it!