In a dramatic shift in geographic contribution post-DAS, the contribution of Metros comes down while that of 0.1-1 Mn markets goes up
BestMediaInfo Bureau | Delhi | January 10, 2013
TAM Media Research has finally released the data for news channels after 13 weeks that were first suspended for nine weeks starting Week 41 to 49 of 2012 to enable smooth transition to DAS in four metros and then for another three weeks from Week 50 to Week 52 on demand from news channels. The 13-week data, sourced from news channels subscribing to TAM data, has thrown a big surprise for the English News genre â€“ the entire game has suddenly changed. If one looks at the geographic contribution of the English News genre, it has seen a dramatic shift in market weightages post-DAS.
At least two senior executives in two leading news channels, who did not want to be named, told BestMediaInfo.com that although TAM had hinted at updating its universe, they had noticed a TAM universe expansion by 4 per cent in the New Year starting Week 1 of 2013, though it did not intimate the stakeholders on geographic allocation to offer a level playing field.
While comparing the geographic contribution of English News genre pre-DAS in Weeks 37-40 of TAM 2012 with post-DAS in Week 50 of TAM 2012 to Week 1 of TAM 2013 (CS AB 15+, 0600-2400 Hrs, All Days), it is found that the contribution of English News genre in the six Metros from where the genre gets maximum viewership has dropped from 72 per cent to 49 per cent. Interestingly, in the DAS Metros, the contribution has dropped from 42 per cent to 19 per cent. Delhi has seen a decline from 18 per cent to 8 per cent, Mumbai from 14 per cent to 4 per cent and Kolkata from 9 per cent to 5 per cent. Chennai continues to contribute 13 per cent viewership of English News genre post-DAS compared with 14 per cent pre-DAS.
The contribution from Bangalore has gone up from 8 per cent to 12 per cent while Hyderabad continues to contribute 5 per cent of English News viewership.
In all-India 1 Mn+ markets including Metros, the contribution of English News genre has dropped from 83 per cent to 65 per cent but it has grown in all-India 1 Mn+ markets excluding Metros from 13 per cent to 17 per cent. Similarly, a huge rise in contribution of English News genre has been registered in all-India 0.1-1 Mn markets â€“ from 16 per cent to 33 per cent. Thus, the playing field for English News genre has suddenly shown a skew from Metros to smaller towns.
For example, Punjab, Haryana, Chandigarh and Himachal Pradesh (PHCHP) that was contributing zero per cent pre-DAS now contribute 10 per cent of viewership to the English News genre. Uttar Pradesh has also seen a slight increase in its contribution by 1 per cent. Contribution from Gujaratâ€™s 1 Mn+ markets including Ahmedabad has increased from 0 to 4 per cent and Keralaâ€™s 0.1 to 1 Mn markets contribute 5 per cent post-DAS against nil contribution pre-DAS.
It will be interesting to see how the English News genre shifts its focus to the new geographic changes post-DAS.