24 January, 2021

Now A View On News

Viewers watch as much news as serials, according to TV ratings

Now A View On News

Media planners swear by it. Clients abide by it. And channels use them to claim their bouquet is the best. So what if the TV programme rating industry is relatively new and covers only a few of the nation's 60 million TV households. It helps measure viewers' programme preferences, be it news or entertainment.

Multiple gadgets and methods have flooded a market where a few years ago there was only personalised data collection. There are five variations of the peoplesmeter which measures the viewers' pulse. However, their reach is limited to 3,000-4,000 households across 27-33 cities whereas Dr Ravi Murthy, GM, org-Marg says: "Ratings for news programming will acquire a new dimension only when we cover a large number of respondents from 150 or 200 cities and small towns."

Yet, recent studies show interesting trends in both changing viewership patterns and TV programming, according to Shankara Pillai, who heads the Indian National TV Audience Measurement division of org-Marg. One such study showed share of news and soaps increasing over time in both rural and urban...



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