Facts about Fiction and Non Fiction

Did You Know?

• That an average household (Mumbai, Delhi, Ahmedabad) watches 18 channels in a day spread across 10 viewing sessions and changes channels 58 times.
• An average household watched 5.2 hours of television every day.
• Majority of the heavy viewing comes from household having more than four members.

Base NWE

• Cable & Satellite(C&S) A1 homes spends 125% more time on spiritual channels than a CS 4+ home amounting to 4% of all time spent in front of television.
• C&S A2 homes spends the same time as C&S Home on spiritual channels.
• C&S A1 homes spends 12% of its total time spent viewing television on Hindi News Channels, where as the same figure for all C&S homes is 8%.

Summer Time in a Mumbai Home

Summers are paying a visit to Mumbai and the two kids in the Kale family do what they like the most, watch television the whole day. Mr. and Mrs. Kale are working parents and usually catch up on their television viewing in the late evenings. The two kids like to watch kids' channels during the daytime and evening primetime breaks are also utilized for a quick visit to their favourite channels.

The family likes to consume news in their mother tongue and regional entertainment channels too get their fair share of eyeballs. A typical TV day begins at around 8 AM and the last session continues well past midnight. Though they are regular viewers of television they do not watch all the episodes of all the prime time shows in the week.

Some observations:

• Appointment viewing is visible for the 9:00 PM and 10:00 PM slots for the family on weekdays.
• Weekends are a different ball game with the channel choices changing in favour of kids' channels.
• On weekdays the viewership of kids' channels is focused on one channel, but on the weekend, channels with more mature programming are also viewed equally.
• Being a heavy TV viewing household on an average they watch 30 channels across 18 different sessions, changing channels 78 times in a day.

Channel loyalty is very strong and the same Mass Entertainment Channel is watched through out the week. Similar kind of loyalty exists in case of News Channels also.

(* the characters are fictitious)

If you need any specific consumer insights regarding channel migration, role of dominant channel vs. niche channels, consumption of sports or afternoon prime time vs. evening prime time audiences, please write to Ravi Dixit.