Tv Viewing- Reasons for Shifting Loyalties

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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

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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 American Idol) is used as a test case. A variety of techniques, both Quantitative and Qualitative are employed in helping us understand the underlying motivations in shifting. The study reveals the impact of Scheduling, Family Dynamics including Control of Remote, Promotion and Publicity in causing a viewer to shift to the disruptive programme. This information is critical to broadcasters in developing their strategy with respect to programming and marketing (specifically promotional efforts). For the first time, a new observation-cum-game play approach using ex-TAM panelists has been used which has yielded rich insights in making holistic broadcast judgments.

L.V.Krishnan, Sharan Sharma, Akash Chawla

Page 2 of 23

TV viewing: Reasons for Shifting Loyalty Section I: Approach The TAM panel data by itself is a rich source of information giving minute-tominute viewing estimates and behavior trends of the universe. However, as is the case with pure quantitative information, it requires a separate research to uncover the causal factors behind the numbers. In studying a complex phenomenon like viewing, uncovering these is not easy, especially when there are a range of complex rational and ‘irrational’ forces at play. We tried various approaches to understand reasons for shifting loyalty. These approaches involved the use of both, quantitative and qualitative research. These techniques have been used, for the first-time as per the authors’ knowledge, on ex-TAM panelists to extract both qualitative and quantitative information. Since these individuals were on the TAM panel, we have rich information on their viewing habits. With the launch of Indian Idol, there was a great opportunity to study the reasons for shifting loyalty taking this programme as a test case. This is because, a sub-set of these panelists were also present when Indian idol was launched. Since these individuals were no longer on the panel, there was no danger of them influencing the data any more. On...
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