Indian Audience Preferences and Why Internet in India has still not reached masses

A look at TAM media research's data from February about TV and Radio viewership gives us some interesting insights. Some of the Key poin...

A look at TAM media research's data from February about TV and Radio viewership gives us some interesting insights. Some of the Key points of the TAM data are:
  1. General Entertainment Channels(GEC) dominates viewers with both Hindi and regional GEC capturing nearly 50% of viewership share. 
  2. In Hindi General Entertainment Channel (GEC) Segment Star Plus leads with 25% reach while Colors is very close behind with 23% reach.
  3. Aaj Tak leads in Hindi News segment with 20% reach followed by IndiaTV with 17% and Star News wth 16% reach.
  4. In English News Channel Segment TimesNow leads with 32% reach followed by CNN IBN with25% and NDTV with 23% audience reach
  5. Radio Mirchi dominates Delhi radio scene with an overwhelming reach of 27% of audience but Mumbai is close fought with both Red FM and Big FM close with 17% and 15% reach.
Analysis:
The Key takeaway from all this data is
Only 1.8% of audience watches entertainment in english so why do internet is satisfied by catering only to audience in English only in India??
The Preferences of Indian Customers are in the following order
  1. Entertainment
  2. Movies 
  3. News
  4. Music
  5. Sports
  6. Business
The more elite class which can be found also on internet has a distinctly different choices which is in the following order besides a signifcant overlap with general audience for music and sports as a choice.
  1. Infotainment
  2. English Movies
  3. English News
  4. English Entertainment
The problem has been that Indian Internet has only considered this  elite english speaking class and has become tailor made just for them without any consideration for the larger mass market. Missing is a mass entertainment platform for the masses of India that too in Hindi once it happens Internet will finally make the leap in India.
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1 comment

VJ1681 said...

One more way to increase the internet usage is by making it accessable to each and every houshold. Currently there are about 110 mn TV homes in India most of them are without any internet access. With the advent of the DTH format (current penetration 3.5 mn) this gap could decrease if the DTH service providers offer internet access as a basic addon along with their other channels. The non-users can start using internet atleast for paying the monthly rental for the DTH service for the starts.
I believe this has tremondous potential...

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