tv viewership 2006 hsm

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q Cable homes in 1 to 10

towns of Gujarat, MP anChhattisgarh top the liszappers amongst All IndMarkets.

q All India Zapping for C&4+ hits the peak betwe

8:30 PM and 10:00 PM.

q Individuals in Cable homin SEC D and E exhibithigher than averagetendency to indulge inzapping behaviour (Figu1).More

aMap OMS Audience ResearchLaboratory was inaugurated oOctober 28, 2006 at MICA camin Ahmedabad.

The laboratory is equipped witaMap data machines for overndata on television viewing of uIndia, state-of-the- art viewinstation where content across n

channels can be monitored.Located inside the 19 acre camof MICA the laboratory is a uncollaboration between an audiresearch organization (aMap),Media Specialist (OMS) andpremier educational institute ifield of communications (MICAMore

Oxygen is an aMap (AudienceMeasurement and Analytics Ltpublication that aims at bringifresh perspectives to the pracmedia professional. It will be oendeavor to inform you of theissues that are shaping the meindustry around the globe andtheir possible impact on thedirection in which Indian mediindustry could move.

November 01, 2006An Inclusive Picture of Hindi Speak ing Marke ts

Television Viewership Trends of B ihar and Jharkhand

Bihar and Jharkhand (10 lac plus towns) with more than 3 million individuals in

elevision owning homes is an integral part of Hindi Speaking Markets. aMap through

ts use of latest GSM technology for data collection has successfully installed a

elevision viewership panel to cover these hitherto unreported markets.

This has enabled us to provide complete, representative and inclusive reporting of

elevision viewing behaviour of audiences in the Hindi Heartland of the country.

This issue of Oxygen provides its readers with the first glimpses of the viewing reality

f Bihar and Jharkhand.

Television Viewership Pr ofile of Bihar & Jharkh and (10Lplus towns)

An Ana lysis of October 200 6

On an average a household in the market watches television for 5.6 hours everyday

with cable homes spending 11% more time in front of the tube. Weekend (Friday

unday) consumption of television in cable homes goes down by 12 mins. vis-a-vis.

weekday (Monday to Thursday) consumption.

Mass Channels, Hindi Movies and Hindi News Channels lead in terms of market shares

figure 1) and in terms of time spent per viewers (figure 2); viewers spent the maximum

me on Hindi Mass Channels followed by Hindi Movies and Hindi News channels.

The viewers are voracious consumers of Hindi News Channels.

Viewers spend equal amount of time on Spiritual and Music channels, though Music

hannels have a slightly higher market share than the Spiritual channels. Video enjoys a

elatively low market share of 1.2% but ranks third in terms of usage per viewer.

Figure 1 shows Market Share of Key Genres in October 2006.

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Launch of aMap OMS Audience

Research Lab

TOI Press Release

Indiantelevision.com

q TV Competition Grid

Figure 2: Usage Per View er in mins.(24 hr average, Bihar Jharkhand 10L+ October 2006, aMap)

Television Day in Bihar and Jhar khand

Television viewership (Total Usage) starts picking up early in the morning at 8:00 AM

nd reaches its peak in the 1:15 PM daypart. Evening prime time begins at 8:00 PM andtarts to drop after 11:00 PM at night. TV viewing is at its highest in the 9:45 PM

aypart and 50% of the homes watch television whereas the maximum reach of

elevision in the afternoons is slightly over 30%.

Figure 3 : TV Day in Bihar Jharkhand 10 L+ tow ns(Total Usage, October 2006, CS HH's, 15 mins. time slice, aMap)

A comparison between all individuals residing in Cable homes and Housewives clearly

rings out the appetite of Housewives for their favourite companion viz. the Television

et. It comes out that both in evening and afternoon prime time their consumption levels

re about 4 percentage points higher than C&S 4+ Figure 4.

After the br eak

December issue of Oxygen will continue to provide insights from our National Panel,

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Oxygen: An Inclusive Picture of Hindi Speaking Oxygen: An Inclusive Picture of Hindi Speaking
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ncluding data from markets that have never been reported on.

Please feel free to send in your comments to Ravi Dixit - Director Research and

Knowledge Management ([email protected]) and we can assure you that we

will try and respond to all your information requirements through this periodical.

Periodicity

This periodical is mailed to its subscribers on the first working day of every month. If

ou have received this as a forward, write to [email protected] for your own

opy.

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Oxygen: An Inclusive Picture of Hindi Speaking
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tv viewership 2006 hsm

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