A STUDY OF VIEWERS PERCEPTION

ONADVERTISEMENT TELECAST IN

Under the guidance

Dr.R.Venkatapathy

V.SUDALAI MUTHU
09MBAB52
 ORGANISATION PROFILE
Makkal TV is a unique media initiative in the tamil
satellite TV scape, launched with a definite objective
of creating value for the viewers’ time invested on the
TV channel. The brand promise is to operate in all
possible ways that would ultimately benefit the land
and its people.
With the base of 7732 share holders, the TV channel
was launched on the 6th September 2006.
The primary objective of the channel includes
promoting the tamil culture and society in their trust
form, among the audience.
OBJECTIVES
 To find out viewer’s perception on advertisement
telecast in makkal TV.

 To evaluate the effectiveness of advertisement

telecast in makkal TV.

 To know the viewer’s response towards

advertisement telecast in makkal TV.
SCOPE OF THE STUDY

A study of viewer perception on ad telecast in

makkal TV help the channel to understand viewer
mindset about ad telecast in makkal TV. This study is
also used to evaluate the effectiveness of ad telecast in
makkal TV.
Thus the result of the study will definitely help the
channel to formulate new strategy based on the study
LIMITATION

Even though attempt was made to cover 200 viewers,

only 164 responded to survey.
 This research not applicable for other channels.
Research was confined to Chennai region of
saidapet , therefore the result cannot be generalized to
entire Tamil Nadu state..
RESEARCH METHODOLOGY
TOOLS
percentage analysis
chi square test
SAMPLE SIZE
Total samples are 164
DATA COLLECTION
Primary data for the study was collected through
questionnaires and direct enquiry method.
Out of the study , 45.3% of the respondent agree that
they watch ad in makkal TV.
Out of the study, 52.4% of the respondents are agree
that advt are understandable.
Out of the study, 41.5% of the respondents are agree
that advt in makkal TV help to know newly arrived
product.
Out of the study, 42.7% of the respondents are agree
that genuine advt are telecasted.
Out of the study, 46.3% of the respondents are agree
that advt are more informative about product.
CONT..,
Out of the study, 39% of the respondents are neither
agree nor disagree(ad telecast in makkal tv is
interesting).
Out of the study, 34.1% of the respondents are agree
about the duration advt.
Out of the study, 40.2% of the respondents are not
showing much interest to see entire advt.
Out of the study, 45.1% of the respondents are agree
that public awareness ad are telecasted.
Out of the study, 35.4% of the respondents are not
interest to see scrolling advt.
CONT..,
Out of the study, 57.3% of the respondents are
strongly agree that they watch main theme of advt .
Out of the study, 30.5% of the respondent disagree to
advt their product in makkal TV.
Out of the study, 45.1% of the respondents are agree
that makkal TV play vital role in advt .
Out of the study, 45.1% of the respondents are agree
that some improvement should be made on advt .
 CHI SQUARE
Agreeability * Respondent gender

H0: There is no association between agreeability and respondent

gender.

H1: There is an association between agreeability and respondent age.

The observed value (2.317) is less than the Chi square expected value
(3.841) at 5% level of significance for 1 degree of freedom, we accept the
null hypothesis and conclude that the agreeability and respondent
gender are not associated.
C:\Users\H.GGOWIN\Desktop\muthufinal\4analysis r4.docx
 MARITAL STATUS * MAIN THEME OF AD

H0: There is no association between marital status and main theme.

H1: There is an association between marital status and main theme.

The Chi Square observed value (26.87) is greater than the

Chi square expected value (9.48) at 5% level of significance for 4 degree of
freedom, we reject sthe null hypothesis and conclude that the marital status
and main theme of ad are associated.
CONCLUSION

 Many Tamil channels telecasting commercial ads are

following different strategies according to their own expert’s
advice or with the help of ad agencies. Makkal TV can get
more market among ad agencies by improving their advertising
policies. By adopting some newly framed policies, facing
challenges and by the co operation of leading ad agencies,
it can get a valuable position among the minds of
TV viewers which helps to survive for a long time with
profits and reputation when compared to other channels.
RECOMMENDATION
Advertisement should have clean and clear when
telecasting.
Viewers are expecting creative advertisement within
limited time.
Public awareness advertisement should be telecast in
channel.
Viewers not interested to watch scrolling ad.
THANK YOU