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- Publisher
- SAGE
- Copyright
- © 2011 Asia-Pacific Institute of Management
- ISSN
- 0973-2470
- DOI
- 10.1177/097324701100700312
- Publisher site
- See Article on Publisher Site
Abstract
The study attempts to find popular and unpopular television programme categories among the Indian audience and its implications for commercial broadcasters and advertisers. Empirical analysis of data collected from 520 respondents revealed that programme categories popular among the respondents are soap operas, infotainment, news, reality shows and movies. The programme categories which are unpopular among the respondents are teleshopping, travel shows, super natural thrillers, programmes for children and sports. However, lacking widespread popularity, these programme categories are popular in niches. These results further build upon available TRPs, since TRPs are only available for few top programme categories. Also, TRPs fail to establish niches in which specific programmes are popular. It is therefore implied that to ensure profits, commercial broadcasters and advertisers must select popular programme categories. They can also benefit by correlating viewership statistics with age and catering to the resultant niches such as tele-shoppers, business enthusiasts, sports lovers etc.
Journal
Asia Pacific Business Review – SAGE
Published: Jul 1, 2011