Television Consumption Pattern Of Indian Youth


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A study of what kind of pattern - if any - does the youth in India follow in the way it consumes television productions.

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Television Consumption Pattern Of Indian Youth

  3. 3. INTRODUCTION ► Category TV Shows ► Research Objective To study the consumption details of our target audience towards the category of TV shows in general ► Target Audience Urban youth consumer of India ► For this we analyzed - The attitude of our target audience towards the television shows
  4. 4. MARKET SCENARIO Size of the television industry in India Year Size (in crores) 2010 29700 2011 34100 2015 (estimated) 63000 ► 825 channels ► 20 genres
  5. 5. APPROACH ► Brainstorming ► Preparation ► Pilot of draft questionnaire run ► Analysis of questionnaire after pilot run ► Revision of questionnaire ► Data collection from respondents ► Data reduction and data analysis ► Insights and marketing conclusions
  6. 6. RESEARCH QUESTIONS For the purpose of analysis we break up the research objective into two parts: To understand the attitude of our target audience (urban youth consumer towards the category of TV Shows in general To understand the attitude of our target audience (urban youth consumer) towards the channel and show genres Using the method of backward integration we have to understand details of the preferred/ favourite shows of the consumer in order to gauge their preferred genre.
  7. 7. RESEARCH METHODOLOGY ► For the purpose of the analysis we would be using FGD and in-depth interviews ► For the initial analysis in-depth interviews have been used ► Open ended questions ► Projective techniques ► ► Word Association ► Picture completion ► ► Sentence Completion Third person interviewing Intercept interviewing
  8. 8. SAMPLING DESCRIPTION ► Target Group : Urban youth consumers – MICA Students ► No of respondents to be interviewed: 8 ► A pilot run was conducted on a sample respondent ► ► Female, 22 years, Bangalore Final interview respondents: ► Respondent 1 : Male, 24, Student, Jammu ► Respondent 2 : Female, 23, Student, Delhi
  9. 9. APPROACH IN DETAIL ► Preparation of draft questionnaire ► General Questions pertaining to television viewing habits ► Specific questions pertaining to TV Shows ► TV shows in general ► General ► Why and specific questions to understand their attitude towards TV shows in general watch TV shows ► Consumption ► patterns - language, medium, company while viewing, show duration etc Genre - specific questions ► Using the method of backward integration we have to understand details of the preferred/ favourite shows of the consumer in order to gauge their preferred genre ► Preferred genres ► Preferences of TV shows: Nature of content, characters, storyline, etc
  10. 10. ► Pilot – run ► ► We first tested the questionnaire internally – one interviewer, one interviewee and two observers. Following were the shortcomings of our initial questionnaire ► ► Repeated questions ► Vague questions ► Leading questions ► ► The questions were not laddered properly Some questions were very specific Revision of the questionnaire ► ► The questionnaire was revised on the basis of the observations and a revised one was prepared Administration of final questionnaire ► ► ► Two subjects were interviewed and their responses were recorded for in-depth analysis Questionnaire Data collection and analysis ► ► Respondents were interviewed and an analysis was carried out on their responses Conclusions ► Based on the responses observations were made and conclusions were inferred
  11. 11. KEY FINDINGS ► There are no constraints on TV viewing time at home amongst today’s youth generations ► The time spent in watching television is relative to how many TV shows feature in their list of favourite shows ► Internet and television shows ► In the absence of tv and internet : Internet is a highly accepted medium for watching favourite shows in the absence of TV access ► In the presence of tv and internet : People also use the internet for watching shows, even though TV is their preferred medium for watching TV shows ► The youth prefers watching reality shows, lifestyle shows and sitcoms ► There is a rising audience for English language TV shows
  12. 12. KEY FINDINGS ► Preference for fresh, crisp and non-dragging content (an aversion towards Saas-bahu sagas is seen in this generation of viewers) ► The youth prefer to watch their favourite TV shows alone or with friends; watching with family is a strict no-no ► Show favouritism can be attributed to multiple reasons: ► ► Entertainment factor, sense of humour ► ► Social relevance Strong liking for the characters: good personality/ traits of the character, ability to associate with the character TV shows are not preferred on account of: ► Dragging, repetitive content ► Overly unrealistic storyline ► Inability to telecast unique content
  13. 13. CONCLUSIONS ► Shows made exclusively for the youth have a big market potential – given that producers focus on delivering qualitatively new content for the audience ► The world of television shows is fast fusing with the world of internet – thus media strategies should be formulated with both in mind ► Shows with short episodes and less number of seasons are becoming the preferred norm – short runs of the same show may be a bigger hit than a longer version of another show ► Shows with strong central characters are favoured – positive, exemplary characters are preferred ► People have been exploring shows from other countries for long and a part of the youth prefers them to Indian shows ► Much of the show’s popularity is also dependent on how much and how it is marketed – on the television and on other forms of media ► Shows that are most popular fall in the general-entertainment and lifestyle category – however, like in the past, there can again be saturation of these categories and thus new areas must be explored ► Original content is the norm and spinoffs and ‘inspirations’ should give way to original concepts ► Innovative advertising and promotion avenues can used to reach out to the youth
  14. 14. THE END