The Hindu Business Line : Media can tap online potential: Survey

THE entertainment industry can tap the huge potential that Internet and mobile telephony offers. According to a survey by the Internet and Online Association, the number of interactive users in India is expected to go up to 165 million by 2007. At present, there are 25 million net users and 37 million mobile users.

A peek into the media habits of these viewers throws up some interesting trends. About 55 per cent of the online audience watched over one film a month in theatres, with 70 per cent preferring Hindi movies. Of these, 77 per cent of online users are aware of online ticketing.

Interestingly, only 22 per cent have bought tickets online as theatres selling online tickets is limited. However, on e-commerce sites the percentage jumps to 33 per cent. Therefore, there is a case for film companies to have a healthy presence on e-commerce sites. The study indicates that there is opportunity for cinema halls and multiplexes to invest in online ticketing.

On the viewing pattern, the report said that close to half the respondents watched movies during the weekend, while 23 per cent had no specific preference. As far as films on television are concerned 77 per cent watch Hindi films, 70 per cent watch English films and 26 per cent prefer regional films. On the other hand, 33 per cent watch at least one film in a week.

The research was done to understand the media habits of mobile and Internet users. The first study is related to films in cinemas and on television. Later on the study will examine soaps, sports, sitcom viewing habits of mobile users and net surfers.

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