Did You Know?

Homes watching television in Guwahati, on an average spend 5 hours in front of their television sets every day with cable homes spending 30% more time. Whereas, homes watching television Television in Jammu on an average spend 4.6 hours in front of their television sets everyday with cable homes spend 25% more time. (Avg. UV 23rd Nov. to 29th Nov.).

Guwahati

The flair for sports channels comes through, with this genre commanding 11% market share next only to Mass and Hindi Movies channels. Hindi News channels fail to pick up any significant market share (figure 1).

Figure 1: Market Share of Key Genres (Guwahati, CS4+, aMap)

Viewers consuming video spend double the time spent by mass channel viewers. In terms of widely watch genres, viewers spend almost the same time on Sports and Hindi Movie Channels. Viewers of spiritual channels spend more than half hour everyday watching them (figure 2). 67% of the homes in Guwahati indulge in zapping at least once in a day, the zapping prime time being 8:00 to 11:00 PM.

Figure 2: Usage per viewer for key genres (Guwahati, CS4+, aMap)

Jammu

Television viewing in Jammu shows a typical peak in viewership in the morning hours and viewing in the evening prime time peaks when 50% of cable homes watch television (Figure 3). 66% of Cable homes in this town indulge in zapping at least once in a day with zapping hitting its peak around 10:00 PM. Typical to this city there is an early morning peak in zapping also that is around 7:30 AM.

Mass channels, followed by Cable channels, Hindi Movies, Sports and Children command the highest market share in the decreasing order.