Tuesday, September 9, 2008

C&S Digital: Some surprises for Hindi news channels September 09, 08

TAM Media Research has given the Indian media industry quite a bit to chew on by segregating the digital data from the analog one. So far, even as TAM Media Research has been measuring the digital households that have platforms like DTH, cable set-top boxes and IPTV, TAM was releasing consolidated data. exchange4media readers would recall that in the Hindi general entertainment channels’ space, the digital data had some interesting trends to throw. The Hindi news space turns out to be no different.
Hindi General News: One’s loss is other’s gain
The overall C&S data shows three channels competing in the top rung. These are Aaj Tak, India TV and Star News. One look at the C&S Digital data and it is clear that Star News falls significantly behind in digital homes. Needless to say, benefiting from this is Zee News, which even claims the third slot at times amongst the digital viewers.
The story is similar between NDTV India and IBN7. In the overall scenario, IBN7 competes very closely with Zee News to occupy the No. 4 or No. 5 slot at times. In digital homes, IBN7 loses significant ground and moves between the seventh or eighth position, which houses the bottom rung of channels. The benefiter here is NDTV India, which smoothly occupies the No. 5 position in digital homes.
Another player that loses out in digital homes is News24. The channel otherwise has been occupying the seventh position amongst the cable and satellite television homes. It is followed by Samay. Lagging behind these channels are Live India and DD News. Tables turn completely in the digital space for this rung of channels. Live India and DD News score higher amongst digital households, while News24 and Samay fall right at the lowest rung.
On the C&S Digital data, Live India and DD News move at least three notches up.
Hindi Business Channels: Changing leaders
Even as Hindi general news channels have quite a few players with at least 10 significant channels targeting a broader market, the business space still sees only two key players – CNBC Awaaz and Zee Business. On the overall ratings, CNBC Awaaz has managed to stay ahead of Zee Business week on week. CNBC Awaaz, too, scores on the digital data and scores enough to throw numbers better than some of the general news channels such as IBN7, News 24 and Samay. However, Zee Business scores better in some weeks.
A senior media analyst put the digital numbers in perspective and explained, “The overall numbers that we see when we do a simple run on just the C&S target without getting specific with analog or digital includes the numbers of both. When a channel is doing better on the overall and not in digital homes, then it has the opportunity to focus on that area. If they can change the trends there, the overall trends too should see some difference. That said, digital homes are less than 7 per cent of the overall homes right now, and so these are still very small numbers to say anything conclusively.”
However, the digital numbers wouldn’t be so small considering with players like Big TV entering the fray and Bharti DTH all set to join this domain.

Source: exchange4media.com

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