GEC 1 and GEC 2 channels fare much better on the DTH platform as compared to the Analog (cable) platform.
Rajat Arora | Delhi | December 28, 2010
Overnight television rating agency aMap has started analyzing DTH viewership data through its recently launched measurement panel, aMapDTH and its outcomes seem to be quite exciting for Hindi GECs for which the viewership patterns differ from the analog space in a big way.
Although DTH had entered the market earlier this decade, it is growing at a rapid pace now with about 23 million subscribers already in June, 2010 (Source: TRAI). Measurement in the DTH space gives insights on how DTH is becoming a viable media platform and how viewership differs from the analog space. The peoplemeters in DTH households enable channels to analyze their content’s viewership on the DTH platform where distribution is not a determinant. This also helps make pricing and packaging decisions for the channels and DTH operators. It also enables media planners to analyze the additional audiences that can be reached out by the advertiser through this medium. In the current scenario, it is now a potential game changer for various players in the media- be it advertisers, agencies, channels or even content developers
This is due to the fact that the dynamics of DTH platform are vastly different from the analogue space for many reasons. It offers value-added services like interactive content, move on demand and the like. Also, the broadcast quality is much richer on DTH in comparison to Analog. And most importantly, package offerings determine content availability for a subscriber and therefore access to even the niche channels is possible in DTH space.
Now the first outcome of aMapDTH clearly shows the change in the way content is consumed among Hindi GECs due to the difference in dynamics.
GEC 1 which includes Star Plus, Colors, Sony, Zee TV and GEC 2 having Imagine, SAB, Star One, Sahara One, 9X, Star Utsav present a different picture altogether. GEC 1 and GEC 2 channels fare much better on the DTH platform as compared to the Analog (cable) platform. However, GEC 2 channels show a higher viewership share compared to Analog (cable). GEC 1 has 25% more viewership on DTH than analog while GEC 2 channels perform even better with 44% more viewership than analog.
The important shift in viewership pattern on DTH is obvious because channel content and DTH operator’s product offerings take precedence on the DTH platform in the absence of cable operators.
Elaborating the growth of the Hindi GEC genre on the DTH platform, Jiniti Shah, Vice President, aMap says, “The viewership of a channel on the DTH platform is contingent on package placement and its own content, thus doing away with distribution and cable operators. The second rung of General Entertainment channels have a much higher viewership share compared to the analog / cable platform.”
“The availability is higher on the DTH platform and content can therefore be better appreciated,” adds Jiniti.