2

01
TV Landscape
over the years
Growth in TV penetration has been tremendous

2004 2008 2013 2017

40% 46% 54% 64%

83 million 106 million 143 million 183 million

Source: Broadcast India study, IRS, Census, Industry Reports 4

Terrestrial was the only form of distribution till the mid 90s. With
the impetus of digitization, this is nearly extinct!

Number of Channels Share of distribution medium

Source: IRS, BI, Industry Reports 5

Given this pace of change, how
does the TV Universe in India now
look like?

6
TV Universe size in rural India is 99 million HHs, which is 17% higher than
Urban India, but Rural is only 52% penetrated so far

Size of TV Universe

780 183 87% 52%

Urban India Rural India
Million Million
Individuals Households

84 mn Homes 99 mn Homes

Source: Broadcast India 2017 7

‘Old School’ Viewing still exists in India….be it URBAN or RURAL

86% of Indian Households still has CRT 97% of India still owns single TV. This
Television shows Co-Viewing is high in the country

BI 2016 % Multi-TV Household

6
LED/LCD/ 5.1
Plasma 5
14% NCCS A + Large
4
3.4 Joint Family
3

CRT 86% 1.9

2 23%
1

0 77%
All India Urban Rural
Among TV Universe U+R Urban Rural

CRT TV 86% 80% 92% 77% of large, affluent joint families

LCD/LED/Plasma TV 14% 20% 8% have single TV
Source: Broadcast India study 2017 8
Source: Broadcast India study 2017
And no matter what
the situation, TV
remains a favourite
family passtime

9
How much of TV is India
watching?

10
Viewers in South spend higher time on TV than viewers in HSM

Slide: 2/2

TOTAL Daily Time Spent

Daily Tune-ins on TV
03:44:28
557 million (HH:MM:SS)

South HSM South HSM

190 million 367 million 04:09:25 03:31:36

AP/Telangana 64 mn Mah / Goa 70 mn AP/Telangana 04:12:56 Mah / Goa 04:01:36

TN/Pondicherry 58 mn UP / Uttarakhand 55 mn TN/Pondicherry 04:11:15 Delhi 04:00:03

Kerala 46 mn MP / Chattisgarh 41 mn Kerala 03:50:06 Guj / D&D / DNH 03:46:10

Kerala 22 mn West Bengal 38 mn Karnataka 04:11:23 Odisha 03:42:32

All individuals | Week 40-52 2017 | HSM stands for Hindi Speaking Markets; South comprises of Tamil Nadu, Andhra Pradesh, Telangana, Kerala & Karnataka. Rest of the States coming under ‘Hindi Speaking Markets’ (HSM) 11
Average Time Spent watching TV in a few states is still far lower than the globally comparable
economies

Significant Headroom for Growth!! Slide: 1/2

P/H/Ch/HP/JK MP/
Chhattisgarh Kerala
03:28
03:36 03:50
TN/
Pondicherry West Bengal
Rajasthan
04:11
03:26 02:58 04:39
04:36 04:18

12
Contrary to popular perception Viewership is highest
amongst Youth (15-30 years) even in the digital age

Viewership in Million Impressions

2-14 Yrs

15-30 Yrs

31-40 Yrs

41-50 Yrs

51+ Yrs

0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
2016 2017

All India | Week 40-52 2017 13

02
Why is TV watching
growing?
There is an interplay of several factors which influences TV
viewership

Smaller/Nuclear
families

TV Viewing
Behaviour

Rural
Market

Source: Broadcast India study 2017 15

Let’s start with distribution

16
 The number of channels available to viewers has
increased manifold, FTA has played a big role
282

240
210

162 No. of
Channels

74% 14%

FTA Channels Pay Channels

2015 2017
FTA
Channels FTA
23% Channels
31%

Share of
Viewership Pay Pay
Channels Channels
77% 69%

Channels Measured by BARC India 17

Moving on to the availability of
content

18
Pride in local is showing!
Hindi Language growth is under-indexed to Total TV growth while Regional genre
growth is significantly over-indexed while Hindi Language remains a behemoth,
regional content has seen huge growth

% Change in viewership
Language
(2017 over 2016)

TOTAL 32%
Gujarati 146%
Assamese 123%
Marathi 74%
Bangla 68%
Oriya 65%
Kannada 63%
Bhojpuri 58%
Punjabi 38%
Telugu 33%
Tamil 30%
Hindi 27%
Malayalam 16%

2016: Wk1-13’16 | 2017: Wk40-52’17 19

 In the sports genre, while cricket still remains the most popular sport
watched on TV, local sport Kabaddi is fast gaining share

Share of Sports Viewership (2017)

Others
Soccer 6%
Wrestling 5%
5%
Kabaddi Kabaddi
15% Viewership Growth
83%
Cricket
69%

All India | Wk 1 – 52 2016 | Wk 1 – 52 2017 20

In the case of movies, Salman is Sultan!
Tiger is on the prowl

Top 15 WTPs | Since 2015

7.82 7.66
7.10
6.45

4.88
4.43 4.39

3.49 3.34 3.32 3.27 3.20 3.05 2.96 2.85 2.87

Bajrangi Prem Ratan Bahubali 2 Bahubali Golmaal Dangal Judwaa 2 Sultan The Jungle Baaghi The State Toilet Ek Singh Is Dishoom A Flying Jatt Tubelight
Bhaijaan Dhan Payo The The Again Book Vs Jolly LLB Prem Katha Bliing
Conclusion Beginning 2

HSM Urban/ 2+/ Rat% {Avg} 21

What about electricity?

22
Improving electricity situation is one of the contributing
factors for higher TV viewing

Bengal

11%

58%

23
Does the time of year impact TV
viewing?

24
As Temperature Rises, Primetime Viewership Drops

Total TV Impressions’000, week on week (7pm to 11 pm)

11000007 35

30

10000007
25

20
9000007
15

10
8000007

7000007 0
W47

W26

W34

W42
W48
W49
W50
W51
W52

W10
W11
W12
W13
W14
W15
W16
W17
W18
W19
W20
W21
W22
W23
W24
W25

W27
W28
W29
W30
W31
W32
W33

W35
W36
W37
W38
W39
W40
W41

W43
W44
W45
W46
W1
W2
W3
W4
W5
W6
W7
W8
W9

2015-2016 2016-2017 Avg. Temperature(in C)

In 2016 and 2017, during summers (week 14-week 30), viewership has dropped significantly
25
Total TV increases in South during Festival Holidays, while in HSM it
remains stable

Dussera – 30th Sep 2017

1% 16%

25,80,292 16,12,614
25,98,361 18,64,260
HSM South
Prv 4W Avg Wk 40

Diwali – 18th – 20th Oct 2017

1% 30% 32% 19% 21%

25,06,291 4,73,992 1,58,118 5,60,951 3,71,087

25,31,241 6,16,796 2,08,913 6,68,384 4,47,547

HSM Tamilnadu Kerala Andhra Pradesh Karnataka

19th Oct 18th Oct 18th Oct 19th Oct 20th Oct

2+/ Impressions’000 26
Total TV increases in both HSM and South during Public Holidays

Independence Day - 15th Aug 2017

19% 19%

23,66,130 14,74,103
28,13,307 17,53,860

HSM South Prv 4W Avg Wk 33

Gandhi Jayanthi – 2nd Oct 2017

15% 12%

23,98,130 14,97,854
27,64,754 16,82,895
Prv 4W Avg Wk 40
HSM South

2+/ Impressions’000 27
What about migration?

28
A majority of this content is consumed within the home
state….however

Bihar/ Jharkhand
41% 44%
UP/Uttarakhand

Other States
15%

BHOJPURI

Guj/D&D/DNH: 6.5%

Out of Total viewership in Delhi: 4.9%

other states, majority comes
from….
Assam/NE/Sikkim: 4.1%

All India | shr% | 2017 29

Tamil is the 2nd most popular channel language in
Bangalore….

3%
7%

16%
Kannada
Tamil
Telugu
74% Hindi

All India | shr% | 2017 30

And of course literacy… Padhega
India toh aur TV dekhega India!

31
Co – relation between TV viewing and literacy is quite high. It is observed that viewers in
states with higher literacy watch more TV

04:33:36
AP / Telangana TN / Pondicherrry
04:19:12 Karnataka

Delhi
04:04:48 Kerala
Guj / D&D / DNH Mah / Goa
Punjab/ Haryana /
03:50:24 Odisha
Chandigarh / HP /
J&K
All India Average ATS(v)
03:36:00
MP / Chattisgarh

03:21:36 North East

West Bengal
03:07:12 Bihar / Jharkhand
UP / Uttarakhand

02:52:48
Rajasthan
02:38:24
60 65 70 75 80 85 90 95

32
What about the changing role of
women?

33
Women make a significant contribution to News genre viewership (~44%)
8th Nov – Demonetization – Wk 45’16 31st Dec - Rastra Ke Naam Sandesh – Wk 1’17
31159

3.5
10309 times
6596 56% 8787

Prv 4 wk Avg wk 45'16 Prv 4 wk Avg Wk 01'17

P4 Wk Wk 45’16 G/D % P4 Wk Wk 1’17 G/D %

Male 3,770 5,727 52% Male 4,908 17,340 3.5x

Female 2,826 4,583 62% Female 3,880 13,820 3.6x

37%

W.r.t. to pre-demonetization weeks, demonetization

weeks had 37% higher female viewership

% Contribution to Genre

Wk 45 '16-Wk 7 '17 Target Group Male Female

Hindi News genre HSM 15+ 56% 44%

Hindi Movies genre HSM 15+ 54% 46%

Hindi GEC genre HSM 15+ 48% 52%

English News genre All India 22+ AB 57% 43%

HSM | Hindi News | 2+ | Imp in Millions 34

Women make a significant contribution to News genre viewership (~44%)

11th March (Sat) – UP Elections 18th Dec (Mon) – Gujarat / HP Elections

434
285

2.2x
3.2x 129
136

Wk 10'17 Wk 11'17 Wk 50'17 Wk 51'17

Wk10’17 Wk 11’17 G/D % P4 Wk Wk 1’17 G/D %

Male 76 252 3.3x Male 73 162 2.2x

Female 60 182 3.2x Female 56 124 2.2x

HSM | Hindi News | 2+ | Imp in Millions 35

What about local habits?

36
Evening Prime Time contributes to over 30% for Hindi, English and Regional News
However, Morning Time contributes maximum to News in AP and Tamil Nadu
All India | 22+ M AB |Imp’000|English HSM|Imp’000|Hindi News
News

23% 29% 28% Morning

37% Morning
Prime Time
Prime Time
Others
Others
40% 43%

AP/Telangana|Imp’000|
TN/Pondichery|Imp’000|
Telugu News
Tamil News

28% 31%
44% 39% Morning
Prime Time
Others
28% 30%

Image Source: dreamstime.com 37

03
Appetite of
TV Viewers
What is it that India watches on
TV?

39
HINDI CONTENT rules!
The associated genres reach more than 500 million people weekly

HINDI GEC 499

HINDI MOVIES 471
HINDI MUSIC 319
HINDI NEWS 309
KIDS 255
ENGLISH SPORTS 200
HINDI YOUTH 176
SPORTS 159
BHOJPURI GEC 141
HINDI NEWS-Regional 139
BHOJPURI MOVIES 128
TELUGU GEC 107
INFOTAINMENT 107
TAMIL GEC 106
ENGLISH MOVIES 2016 (Weekly reach in million) 2017 (Weekly reach in million)
82
0 100 200 300 400 500 600

Source: BARC Data (2016- 2017) 40

GEC related content is king in both urban and rural India

INDIA URBAN INDIA RURAL

Talent search/feats/ Reality show Drama/soap

Drama/soap Mythological/costume dramas

Mythological/costume dramas Talent search/feats/ Reality show

Horror serial Children’s program

Game show/quiz Game Show/Quiz

Cartoons/animation Feature films

Feature films Cartoons/animation

All India | Week 8-52 2017 41

Its all about Drama!

42
 Aspirations Drive Viewership……
Real life marriages draw inspiration from TV

Marriage tracks, on an

13%
average boost ratings by
13% as compared to
the previous weeks

Viewers are enamored

by the lavishness of the
weddings and the “feel
good” setting

HSM/2+/ Growth in Rat% (sum) 43

 …..And so does unwelcome events
Jail tracks increase viewership

Jail tracks, on an
average boost ratings by

15%
15% as compared to
the previous weeks

Viewers are enamored

by the a “twist” in the
tale

HSM/2+/ Growth in Rat% (sum) 44

 MAHASANGAMS grab more eyeballs. People love to watch the
interplay of characters who would otherwise be in separate shows

“Maha-sangams”, on an
average boost ratings by
20% 20% as compared to
the previous weeks

Viewers are enticed

watching their favorite
characters in the same
frame

HSM/2+/ Growth in Rat% (sum) 45

 The Drama spills over onto reality shows too
Bigg Boss Season 11 : Episode wise performance on weekdays
Luxury Budget Task
‘Padosis’ come of ‘Torturing’ other
Priyank Sharma’s Nominations by
face to face with contestants 2.33
wild card entry doing sacrifices for
contestants 2.17
friendship
2.02
2.06
2.00
1.93 1.89
1.87 1.86 1.83
1.89
1.84
1.91
1.79 1.81 1.80 1.81 1.78 1.79 1.76 1.81 1.81 1.83
1.75 1.72 1.73 1.73
1.70 1.69 1.67 1.70 1.69 1.68
1.64 1.66 1.64
1.62 1.60 1.60
1.58 1.55
1.52 1.50 1.53 1.51 1.52
1.48
1.44 1.42
1.34

Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri Mon Tue Wed Thu Fri

W40 W41 W42 W43 W44 W45 W46 W47 W48 W49

“Bigg Boss” housemates

get high on emotion after
meeting their family in
the episode of Thu-Fri

HSM Urban/ 2+/ Rat%{avg} 46

Even News events cannot escape the lure of “Drama”

Wk 49:
4000 Jayalalitha’s
death Wk 11:
Wk 45,46:
Demonetization 3590 UP, Utk, Punjab,
3500
3132 Manipur, Goa Assembly
Election Result
2906
3000 Wk 38, 39: 2793
Uri attack, 2744
Wk 33:
Independence Day, Surgical Strike
2500 WB, Kerala,
TN Assembly multiple holidays
Election Result
2000 Wk 35: Verdict on
1699 Gurmeet Ram Rahim
1476 2146
1500 Wk 7-8:
Supreme Court
1000 verdict on Shashikala,
Maharashtra Civic Poll
Results
500
Post July 2016, News category has consistently been
on a high owing to back to back News events
0

All India | News | 2+ | Imp’000 | Hindi News, English News and Regional News 47
 19:22:04 - 19:23:04
19:24:04 - 19:25:04
19:26:04 - 19:27:04
19:28:04 - 19:29:04
19:30:04 - 19:31:04
19:32:04 - 19:33:04
19:34:04 - 19:35:04
19:36:04 - 19:37:04
19:38:04 - 19:39:04

Sindhu takes lead in 1st

19:40:04 - 19:41:04

game. Score stands at 8-5.

19:42:04 - 19:43:04
19:44:04 - 19:45:04
19:46:04 - 19:47:04
19:48:04 - 19:49:04
19:50:04 - 19:51:04
19:52:04 - 19:53:04
19:54:04 - 19:55:04
19:56:04 - 19:57:04
e.

19:58:04 - 19:59:04
9-3

Score stood at 19-21.

Sindhu loses 1st game.
Score

20:00:04 - 20:01:04
Sindhu
after scoring 4 points against

a 4 point
manages

stands at

20:02:04 - 20:03:04
advantag
Sindhu takes the score to 18-18

20:04:04 - 20:05:04
20:06:04 - 20:07:04
20:08:04 - 20:09:04
20:10:04 - 20:11:04

Extended

by Sindhu.
20:12:04 - 20:13:04
12-12s
Badminton World Championship

break taken
20:14:04 - 20:15:04
20:16:04 - 20:17:04
only to dip as
as break ends
Drama is important even for Sports

20:18:04 - 20:19:04
Okuhara pulls a
Audience peaks

20:20:04 - 20:21:04
20:22:04 - 20:23:04
20:24:04 - 20:25:04
20:26:04 - 20:27:04
20:28:04 - 20:29:04
20:30:04 - 20:31:04
20:32:04 - 20:33:04
3 game points

20:34:04 - 20:35:04
Gripping match.

Okuhara, 4-1.

20:36:04 - 20:37:04
Game in favour of

20:38:04 - 20:39:04
Sindhu fails to convert
Score reaches a 20-20.

20:40:04 - 20:41:04
20:42:04 - 20:43:04
20:44:04 - 20:45:04
20:46:04 - 20:47:04
20:48:04 - 20:49:04
20:50:04 - 20:51:04
to 7-7
Sindhu

20:52:04 - 20:53:04
20:54:04 - 20:55:04
pulls score

20:56:04 - 20:57:04
20:58:04 - 20:59:04
21:00:04 - 21:01:04
21:02:04 - 21:03:04
21:04:04 - 21:05:04
21:06:04 - 21:07:04
21:08:04 - 21:09:04
Sindhu gets warning

21:10:04 - 21:11:04
in favour of Okuhara
Match reaches 13-12
for taking extra-time.
Sindhu catches up ,
pulls score to 15-15.

21:12:04 - 21:13:04
Neck-to-Neck match.

21:14:04 - 21:15:04
21:16:04 - 21:17:04
21:18:04 - 21:19:04
21:20:04 - 21:21:04
21:22:04 - 21:23:04
Okuhara.

21:24:04 - 21:25:04
Sindhu 19-18
shot. Gets up.

21:26:04 - 21:27:04
Sindhu on the

21:28:04 - 21:29:04
floor, as she hits a

21:30:04 - 21:31:04
Viewers exit as

21:32:04 - 21:33:04
after a tough fight.
Sindhu loses match

21:34:04 - 21:35:04
21:36:04 - 21:36:10
48
 Drama is important even for Sports
Women’s World Cup
45,000.00

40,000.00

35,000.00

30,000.00

England Batting as they set 228 to win Veda Krishnamurthy's wicket which
25,000.00 changed the course of the match

20,000.00

15,000.00

10,000.00

Gripping chase begins to attract viewers

5,000.00

0.00
14:30:00 - 15:00:00 - 15:30:00 - 16:00:00 - 16:30:00 - 17:00:00 - 17:30:00 - 18:00:00 - 18:30:00 - 19:00:00 - 19:30:00 - 20:00:00 - 20:30:00 - 21:00:00 - 21:30:00 - 22:00:00 -
15:00:00 15:30:00 16:00:00 16:30:00 17:00:00 17:30:00 18:00:00 18:30:00 19:00:00 19:30:00 20:00:00 20:30:00 21:00:00 21:30:00 22:00:00 22:30:00

India / 2 yrs+ / Wt.Impressions 49

Over to some recent
real life “drama”…

50
There are some misconceptions about ratings

51
But what really drives TRP?

The journalists 25%

The business heads / owners 33%

The viewers 42%

52
53