TV producers have struck again after what seemed like the end of an industry workers’ strike that made Hindi entertainment channels re-run old soap serials. While broadcasters have given some elbow room to producers to resolve their problems, it is clear that is coming with a price tag.
Audience viewership data between November 10-18, from Audience Measurement & Analytics Ltd. (aMap) that tracks 31 cities across India shows shifts in viewing in response to the soaps re-runs, pointing to the fact that viewers respond primarily to content rather than a channel. What’s more, they don’t like to watch stale episodes again.
“Viewers shifted to movies and sports, especially movies, followed by cricket on cricket days,” said Joseph Eapen, director (research), aMap. There was a 21 per cent drop in gross rating points (GRPs) in daily GEC viewing, which increased to a 31 per cent drop at prime time – 7.00 pm to 11.00 pm.
Movies gained 16 per cent GRPs in daily viewing, which increased to 38 per cent at prime time. Sports gained 28 per cent GRPs in daily viewing, and touched 39 per cent during prime time. While Doordarshan gained as much as 25 per cent GRPs in daily viewing, the gain dropped to 13 per cent in prime time.
Most significantly, overall television viewing remained practically unaffected, pointing perhaps to the fact that television viewing is a habit or even a compulsion for viewers.
“The drop in viewing has been only five minutes a day,” Eapen said.
Also, news channels did not gain.