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Understanding The Making Of FPC Chart

Understanding The Making Of FPC Chart. Objective Of Channel FPC. Winning viewers for the channel Targeted Programming Convenience of viewing (Afternoon, Holiday season etc.) Tackling the battle across competition Sustenance of viewership Revenue Maximization for the channel

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Understanding The Making Of FPC Chart

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  1. Understanding The Making Of FPC Chart

  2. Objective Of Channel FPC • Winning viewers for the channel • Targeted Programming • Convenience of viewing (Afternoon, Holiday season etc.) • Tackling the battle across competition • Sustenance of viewership • Revenue Maximization for the channel • Charging premium for high performing prog./slot

  3. What Is An FPC? • Time-wise, day wise programming grid of a particular channel

  4. An Example…..

  5. Currency Used For FPC • %Reach • Time Spent • TVR

  6. Genre Mapping Hin GEC TSV Hin Movies Hin News Music Reach% TAM, CS4+, NEW, Wk 1-46 2009

  7. Two Types Of Viewing Pattern • Appointment led • Fleeting

  8. Today’s Agenda • Studying three different scenarios • Tackling The Competitive Battleground Of Viewership from a GEC perspective • Creating dedicated viewing time band • Tackling the challenges of a Regional GEC

  9. Tackling The Competitive Battleground Of Viewership from GEC perspective

  10. TV viewing trendsHindi GEC GRP Reach & TSV in mm.ss - Genre reach has remained stagnant over the weeks - GRP movement is closely linked to the movement in timespent TAM, CS4+, NEW

  11. Snapshot of Mon-Fri Prime Time Viewership GEC Peak Total TV Peak Regional Early Peak - Total TV peaks at 2130, while GEC peaks earlier at 2100 - Regional peaks at 2030 TAM, CS4+, NEW, Prime Time TVRs, Mon-Fri Avg Wk 1-46 2009

  12. TV viewing trends-by marketHindi GEC • Genre draws its numbers mainly from 1 mn+ and <1 mn towns • The overall GRPs have been growing steadily since week 27 TAM, CS4+, NEW

  13. TV viewing trends-by timebandHindi GEC • Viewership starts building up around 8 am across markets • Genre peaks during the 1900-2300 timeband in tier II & smaller towns • Viewership in metros peaks during 2000-2330 timeband TAM, CS4+, NEW, wk 1-46, 2009

  14. 1930 hrs - GECs Super Sale Khichdi Antakshari Ruby Duby Hub Swarg Bandhan NLV Seeta AG Jhalak 3 CID classic Sindoor Tere Naam Ka Reth Parrivaar Choti Bahu Hello Dollie/ Princess Dollie Akkad Bakkad Kids Antakshari Santaan Karishma Ka Bure Bhi Hum Mitwa • Choti Bahu, fiction show with a young female protagonist had a ‘Dulhann’ effect on this band” – grew the band and dominated • Colors got the formula right with Bandhan, but did not hold on. TAM, CS4+, HSM, Channel Share

  15. 2000 hrs - GECs Nach Baliye 2 Khwaish DV Balika Vadhu Kaajjal Kaisa Yeh Pyaar Hai Dulhann Kitni M Hai Meera DPL Tumhari Disha Maayka Jhansi Ki Rani Pyaar Ke Do Naam Dekho Magar Pyaar Se Mum Tum Aur Hum Antar iksh Raja Ki A B/ Nach Baliye 4 Karam, Kids Antakshari, Meri Awaaz Kachehri • Zee got it right with Dulhann. • RKAB from Star, was also a good formula but was stopped in its tracks by Balika Vadhu • Colors broke the monotony with a never before attempted idea – social cause • Zee & Imagine attempted to pit Meera and Jhansi Ki Rani against BV; all 3 stories about young female protagonists TAM, CS4+, HSM, Channel Share

  16. 2030 hrs - GECs NB2 Solhah Singar JSK Ayushmaan /Fillers Ek Ladki Anjani Si Fame Gurukul 10 ke 10, II2 Bairi Piya Dill Mill Gaye Kulvadhu Jab Love hua Piya Ka Ghar, Rabba Ishq Na Jyoti DPL Maayka Aapki Antara Kasautii Kis Des Mein Hai Mera Dil Sajan Ghar Jana Hai • Kasautii gave way to Maayka, however Zee’s growth was broken by JSK on Colors • JSK as a mytho is a misfit in the timeband, and benefited from BV. • A family drama with a young female protagonist could breaks JSK's hold – Jyoti & Antara • Colors countered it with Bairi Piya TAM, CS4+, HSM, Share

  17. 2100 hrs - GECs Nach Baliye1 Nach Baliye2 TGILC KNK Jeevan Saathi Big Boss 3 Mahab Weeklies WRWMK RKB Rakhi KS Kkusum II3 DYND Aisa Des Hai Mera Dehleez PKCM Amber Dhara Ek Ladki Anjani Si Mile JHT Fame 10 ke 10 Astitva Kuch Is Tarah Kasamh Se 7 Phere Pavitra Rishta Sara Akash Miilee Virasat Bidayi KBC3 Meri Awaaz • Bidayi is a dominant force, but controls only 45% of viewing • Saath Phere could not live up to the platform; Pavitra Rishta is clawing its way up the viewership ladder • Jeevan Saathi has managed to maintain some shares among loyal Colors viewers TAM, HSM, Share

  18. 2130 hrs - GECs Jiya Jale Nanhi Pari Nach Baliye1 Nach Baliye2 TGILC Mohe Rang De Ghar Ek Sapna Thodi Khushi Ramayan Basera Jassi Ek Ladki Amber Dhara Saat Phere DI Dance Bitiya Babul Ka Kareena Des Sanji Kehtaa Sara Ak Kkavyanjali Yeh Rishta KBC3 Kasturi Karam Apna Apna • Yeh Rishta has managed to stomp out most of the competition. Zee’s Agle Janam is the only challenger. • A slot that Colors could never dominate • Again, a show that appeals to females but can also be viewed by men is the key

  19. 2200 hrs - GECs Mere Apne FF Doli Saja Ke Yeh Meri Life Hai JJJ Big Boss Bigg Boss Durgesh Nandini Uttran Jassi Jhalak Jhalak Events JJKJF SRGMP, Johny Aala, Shabaash India, Cinestars Betiyann Babul Bandini Ent ke liye/ Is Jungle 12/24 Kahani Ghar Ghar Ki Tujh Sang Laadli • Bandini has managed to create its own audience base among the 3 bigger players • Uttran is an example of experimental content working in this slot • Tujh Sang was far too female oriented to appeal to the wider audience of this band • Betiyann continues to have its loyal viewers

  20. 2230 hrs - GECs KHKH CIS Spl B YehMeri Life India Calling TGIC Show Reruns Studio1 Big Boss MTPH Jane Kya Baat Hui Love Story Laado JeeteHain CIS Spl B Shabaash Johny Lil Champs KamYaZyada SRGMP KHKN, Sarhadein, Time Bomb, Jeena, Rooh, SRGMP Rabba Jab Love hua 3 Bahu MK Chowki Kitni MH Pati Patni Ent ke liye/ Is Jungle Kyunki Ranbir Rano Shree Kacheri Weeklies • The most fragmented slot, with viewers moving out of TV around this timeband. • Variety of content, each having its own loyal viewer base • No dominant show after Kyunki in its heyday up until Laado

  21. In Sum… • Star Plus losing its plot on K Serials • Zee continuously refreshed its programming through new serials and reality shows • Colors making entry with completely new line up

  22. Creating dedicated viewing time band

  23. Hindi Movies

  24. TV viewing trendsHindi Movies GRP Reach & TSV in mm.ss TAM, CS4+, NEW

  25. TV viewing trends-by marketHindi Movies • Genre draws its numbers mainly from <1 mn towns • Viewership is lower in metros TAM, CS4+, NEW

  26. TV viewing trends-by timebandHindi Movies • Viewership starts building up around 6 am across markets • Genre peaks during afternoon and primetime band • Viewership in metros peaks later than smaller towns TAM, CS4+, NEW, wk 1-46, 2009

  27. Property creation What is special about this FPC?

  28. Weekend Properties Weekly Properties Horizontal properties A property is only as premium as you make it !

  29. Vertical properties

  30. Holiday Special Horizontal Property Weekend Property Branded Horizontal Property

  31. Interactive weekend property

  32. Weekend movies have higher viewership TAM, CS4+, NEW, Nov 2009

  33. Horizontal property performance King Khan Festival TAM, CS4+, NEW, Nov 2009

  34. Impact of properties • Provide base for differentiating slots with differential ratings • Allow channels to command differential rates • Facilitate thematic media innovations and tie-ups • Build interactivity and audience engagement

  35. GECs also use horizontal & vertical scheduling extensively… Why??

  36. They build a loyal viewer base through appointment viewing thus bringing in consistent viewership numbers for the channel Horizontal Strips Vertical Strips Allows audiences to catch up on missed episodes thus ensuring there is no loss of viewership due to disconnect with story progression

  37. Marathi GEC

  38. Issues Covered • Delivering the need for Regional Content without competing against the popular national GEC channels • Controlling the effect of cannibalizations • Star Pravah building viewership base by catering to popular demand

  39. TV viewing trendsMarathi GEC GRP Reach & TSV in mm.ss • With a reasonably flat reach curve, time spent highly impacts GRP levels in the genre TAM, CS4+, MH

  40. TV viewing trends-by marketMarathi GEC • Pune is the strongest market for regional content in MH • Smaller towns (.1 to 1mn) also show high viewership TAM, CS4+, MH

  41. TV viewing trends-by timebandMarathi GEC • Afternoon viewership is high among female audiences • Viewing peak moves from smaller to larger towns with progression in timeband TAM, CS4+, MH, wk 1-46 2009

  42. Program Genre MappingMarathi GEC Feature Film Events/Concerts Music Talent Search Serial News Travel Game Show Action Mytho Talk Show Play/Story Women Prog. Comedy TAM, CS4+, MH

  43. Program Genre Performance In Marathi Regional TAM, CS 4+, MH, 04/10/2009 to 28/11/2009 (8 Weeks)

  44. Genre performance - by time-band Build their prime time before national PT Tam, CS 4+, Mh, 22/03/2009 to 28/11/2009

  45. The primary genre audience is: -Female -Aged 35+ -All SECs Male viewership is high in morning and prime and night timebands TAM, CS4+, MH, Index

  46. Closer look at morning time band ETV Marathi rules the rooster in the morning timeband with regional news Thereafter Zee takes over with religious content Again, the slots are planned before Hindi GEC picks up to avoid clashes Tam, CS 4+, MH, 22/03/2009 to 28/11/2009

  47. Zee marathi balances its FPC tactfully to cater to all audiences in relevant timebands • The programming includes a mix of • serials & cookery shows (female centric) • Comedy & Diff magazine (male centric) • Reality and Talent shows (all audience) • Regional movies have a higher female skew TAM, CS4+, MH, Index

  48. ETV Marathi differentiates through news bulletin • Morning • Lunch • Pre prime and • Late night slots • While morning and night are established male audience timebands, ETV breaks the norms by showing news in lunch timeband • The news is regional in nature and is therefore able to stand against the might of national 24-hr news channels TAM, CS4+, MH, Index

  49. Being a relatively new (and late) entrant in the MH regional space, Star Pravah plays it safe • They directly target the core GEC TG through programming that is heavily skewed towards female audiences, especially housewives

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