Financial Daily from THE HINDU group of publications
Tuesday, Sep 07, 2004
Financial Daily from THE HINDU group of publications Tuesday, Sep 07, 2004 |
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Marketing
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Marketing Research Time spent on news channels up five fold in AP, says TAM report Our Bureau
Chennai , Sept. 6 MORE the number of TV channels, more the time spent viewing them. A report by TAM (Television Audience Measurement) says the time spent per day watching news channels has risen more than five-fold in Andhra Pradesh, in spite of two news channels joining an already crowded space. In this, the increase in the consumption of regional news has had a major part to play. In October-December 2003, the average time spent daily on news channels in the State was a meagre 2 minutes. Six months after the launch of Telugu news channels ETV2 and TV9 — which joined biggies such as Eenadu, Gemini, Teja and Maa, among others — that figure now stands at 11 minutes. And close to 90 per cent of this is accounted for by Telugu news channels, which during the October-December period were watched only for 0.2 minutes per day, on an average. The time spent watching Hindi news channels has fallen from 1.5 minutes during October-December to 1.2 minutes in April-June. The English channels have managed to inch up from 0.3 minutes to 0.4 minutes during the same period. The TAM report also notes that though the increase in the consumption of news channels could have come about due to events such as the Budget and elections, it has come about at a time when the total time spent watching TV had fallen. In October-December 2003, it was 165 minutes per day while in April-June 2004 it was 150 minutes. Also, the increase has come about at the expense of regional mass channels, which, however, remain the single largest genre in the State. The average time spent daily watching Telugu mass entertainment for April-June was 101 minutes, 14 less than the October-December figure.
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