Understanding the making of fpc chart
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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

Understanding The Making Of FPC Chart


Objective of channel fpc

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


What is an fpc

What Is An FPC?

  • Time-wise, day wise programming grid of a particular channel


An example

An Example…..


Currency used for fpc

Currency Used For FPC

  • %Reach

  • Time Spent

  • TVR


Genre mapping

Genre Mapping

Hin GEC

TSV

Hin Movies

Hin News

Music

Reach%

TAM, CS4+, NEW, Wk 1-46 2009


Two types of viewing pattern

Two Types Of Viewing Pattern

  • Appointment led

  • Fleeting


Today s agenda

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


Tackling the competitive battleground of viewership from gec perspective

Tackling The Competitive Battleground Of Viewership from GEC perspective


Tv viewing trends hindi gec

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


Snapshot of mon fri prime time viewership

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


Tv viewing trends by market hindi gec

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


Tv viewing trends by timeband hindi gec

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


1930 hrs gecs

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


2000 hrs gecs

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


2030 hrs gecs

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


2100 hrs gecs

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


2130 hrs gecs

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


2200 hrs gecs

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


2230 hrs gecs

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


In sum

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


Creating dedicated viewing time band

Creating dedicated viewing time band


Hindi movies

Hindi Movies


Tv viewing trends hindi movies

TV viewing trendsHindi Movies

GRP

Reach & TSV in mm.ss

TAM, CS4+, NEW


Tv viewing trends by market hindi movies

TV viewing trends-by marketHindi Movies

  • Genre draws its numbers mainly from <1 mn towns

  • Viewership is lower in metros

TAM, CS4+, NEW


Tv viewing trends by timeband hindi movies

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


Property creation

Property creation

What is special about this FPC?


Understanding the making of fpc chart

Weekend Properties

Weekly Properties

Horizontal properties

A property is only as premium as you make it !


Understanding the making of fpc chart

Vertical

properties


Understanding the making of fpc chart

Holiday Special Horizontal Property

Weekend

Property

Branded Horizontal Property


Understanding the making of fpc chart

Interactive weekend property


Weekend movies have higher viewership

Weekend movies have higher viewership

TAM, CS4+, NEW, Nov 2009


Horizontal property performance

Horizontal property performance

King Khan

Festival

TAM, CS4+, NEW, Nov 2009


Impact of properties

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


Gecs also use horizontal vertical scheduling extensively

GECs also use horizontal & vertical scheduling extensively…

Why??


Understanding the making of fpc chart

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


Marathi gec

Marathi GEC


Issues covered

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


Tv viewing trends marathi gec

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


Tv viewing trends by market marathi gec

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


Tv viewing trends by timeband marathi gec

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


Program genre mapping marathi gec

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


Program genre performance in marathi regional

Program Genre Performance In Marathi Regional

TAM, CS 4+, MH, 04/10/2009 to 28/11/2009 (8 Weeks)


Genre performance by time band

Genre performance - by time-band

Build their prime time before national PT

Tam, CS 4+, Mh, 22/03/2009 to 28/11/2009


Understanding the making of fpc chart

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


Closer look at morning time band

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


Understanding the making of fpc chart

  • 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


Understanding the making of fpc chart

  • 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


Understanding the making of fpc chart

  • 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


Understanding the making of fpc chart

  • Mi Marathi and Saam TV have been unable to build such slots

  • They do not show any audience movement or preference of viewing

TAM, CS4+, MH, Index


Understanding the making of fpc chart

Heavily skewed

towards

general interest

programming

TAM, CS4+, MH, Index


Closer look at evening time band

Closer look at evening time band

Top 3 regional channel have their peaks in the 1900-2000 slots

Audiences are moving from one channel to another every half hour

By 2100 they shift to Hindi GEC

Tam, CS 4+, MH, 22/03/2009 to 28/11/2009


In sum1

In Sum….

  • Zee Marathi’s FPC reflects the category viewing pattern

  • ETV Marathi creates differentiation through News block

  • Star Pravah building base by investing heavily on Serials


Effect of cannibalization

Effect Of Cannibalization

  • Crucial for Zee and Star Network

    • Maharashtra contributes around 26% weight ages to TAM panel at HSM level

  • Success of Marathi GEC should not be at the cost National Serials as yields are higher in the latter

    • Need to protect the share of Prime Time Prog. from losing it to local GEC from its own network


Closer look at zee tv vs zee marathi

Closer look at Zee TV vs. Zee Marathi

Serials

Serial

Talent Search

Tam, CS 4+, MH, 22/03/2009 to 28/11/2009


Closer look at star plus vs star pravah

Closer look at Star Plus vs. Star Pravah

Serials

Mytho

Talent Search

Serials

Tam, CS 4+, MH, 22/03/2009 to 28/11/2009


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