Audience Movement of ENT Channels during Jan to Mar'12

Audience Movement (HUM TV-GEO ENT & ARY-D)

1st Jan to 14th Apr’12

Objective

• Rating dip in Hum TV content as compared to the competition March to date (a trend analysis from January to April 2012). The exercise is to identify reasons.

Prelude to presentation

• Genre share during the period • Channel share • Audience movement (FPC compilation to identify fluctuations

and switching trends) • Possible reasons

IND31%

Pak26%

News24%

Kids6%

Sports4%Music

3%Cook-

ing2%

Religious2%

Regional2%

Fashion0%

IND29%

Pak26% News

19%Kids6%

Sports10%

Music3%Cook-

ing2%

Religious2%

Regional2%

Fashion0%

IND31%

Pak24%

News25%

Kids6%

Sports5%Music

3%Cook-

ing1%

Religious1%

Regional1%

Fashion0%

Indian ENT34%

Pakistani ENT23%

News23%

Kids7%

Sports6%Music

4%Regional

1%Cooking

1%Religious

1%

Fashion0%

GENRE SHAREJAN’12 FEB’12

MAR’12 APR’12

TG: Females 15-45, C&S, Pak Urban Time Slot: 00:00 – 00:00

Entertainment increment during the course of time major chunk taken off from news

ARY-D35%

GEO ENT24% HUM

TV24%

EXP ENT4%

PTV-H4%

APLUS4%

TV 13%ATV

2%I VISION

0%

ARY-D30%

HUM TV

26%GEO ENT24%

EXP ENT7%

APLUS4%

PTV-H4%

TV 13%ATV

2%I VISION

0%

ARY-D33%

GEO ENT24%

HUM TV

22%

EXP ENT6%

APLUS5%

TV 14%PTV-H

4%ATV2%

I VISION0%

ARY-D32%

GEO ENT25%

HUM TV

21%

EXP ENT6%

TV 15%

APLUS5%

PTV-H3%ATV

2%I VISION

0%

CHANNEL SHARE JAN’12 FEB’12

MAR’12 APR’12

TG: Females 15-45, C&S, Pak Urban Time Slot: 00:00 – 00:00

In Jan, ARY-D was on top with 35% share, GEO ENT was next with 24% share & HUM TV on 3rd with 24% share.

In Feb, ARY-D was on top despite losing 13% share, HUM TV jumped on 2nd position with an increase of 7% while GEO ENT slipped on 3rd position.

In Mar, ARY-D remained on top with 8% increased. GEO ENT came back on 2nd position & HUM TV Slipped on 3rd with 8% decrease .

In Apr, ARY-D remained on top . GEO ENT retained 2nd position & HUM TV dipped further on percentage value.

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1.6

2.4

3.2HUM TV GEO ENT ARY-D

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AUDIENCE MOVEMENTJA

N’1

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TG: Females 15-45, C&S, Pak Urban

FPCs for JAN’12

• Hum TV grabbed morning slots. It was strong at 8pm slot. Matinee slot was showing downward trend as compared to competitors.

• GEO Entertainment showed good viewership in evening & late night Slots. It was close to HUM TV in morning slots.

• ARY Digital ruled on matinee & late prime time slots with a lineup of repeat telecast of drama & sitcom.

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AUDIENCE MOVEMENTFE

B’12


GEO ENT improved its viewership in morning & matinee slots.

HUM TV ruled on prime time slots

ARY-D improved its viewership in late night slots

• Hum TV – Closure of the capital software, new slots introduced Disney Cinematic & Chef at home shifted to early primetime (1200 to 1740). 1200 was taken up by repeat.

• GEO Entertainment – Fresh dramas introduced in late prime slots (2100 - 2200). Major shifting took place in repeat cycles in the afternoon and matinee slots. Dramas we swapped with Sitcoms.

• ARY Digital – Reality Show (Bigg Boss) shifted to 9pm. Repeat drama replace to reality show on Friday. Repeat Sitcom replaced with repeat drama.

FPCs for FEB’12

FPC fluctuations highlights

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MAR

’12


AUDIENCE MOVEMENT

HUM TV came back on morning slots. ARY-D improved in matinee

slots

After Humsafer & Maat, HUM TV had a close competition on this slot.

FPCs for MAR’12


• Hum TV - Humsafar and Maat ended. No changes as such in the FPC placement structures. New shows were introduced Dure Shewar & Maate-jan which didn’t capitalize trial generation advantage.

• GEO Entertainment – Late night slot’s reality music show was taken by Saher Lodhi’s talk show (Mon – Wed). Kid’s slots at 1830 was moved up by half an hour and was taken up by a new drama. 30 minutes new Punjabi slapstick fillers were introduced at 2200 in place of music show. Drama and kid’s slot in the daytime repeats we swapped.

• ARY Digital – Comedy Show introduced in late prime time slots on Friday. Repeat telecast of reality show moved up by an hour and was taken by a repeat soap. Repeat drama & sitcom replaced Repeat Soaps & Reality Show on Saturday. Repeat Drama placed in late prime time on Sunday

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APR’

12


AUDIENCE MOVEMENT

Apr, GEO ENT grabbed prime time audience.

ARY-D maintained its position in matinee Slots.

ARY-D decreased its viewership in late prime time.

HUM TV had a close competition on morning slots.

GEO ENT decreased its viewership in matinee slots.

FPCs for APR’12


• Hum TV - Morning show repeats in late night slot. (recently repeat drama introduced)

• GEO Entertainment – Late night on weekends (films, events) replaced with Nadia Khan late show. 1800hrs was again swapped with the February arrangement (as the changes from March didn’t get results as such).

• ARY Digital -

•FPC Comparison Showed, GEO ENT & ARY-D have a verity of genres like Soap, Serial, Talk Shows, Sitcom, satire, Reality Shows, Cooking shows, Kids, religious etc. they have spread repeat telecast of their shows in early & late Prime time throughout the week & shuffled their software continuously which help them get strong viewership.

•HUM TV increased its viewership in Feb, FPC showed major changes in this month, such as special slots of Disney Cine magic & Sunday Super Hit at weekend, Live cooking Show shifted on early prime time. It has spread repeat telecast of drama in after noon slots.

•Except FEB, HUM TV did not show any major changes in FPC. Same scheduling reduced channel viewership.

OBERVATIONS

Audience Movement of ENT Channels during Jan to Mar'12

Documents

Transcript of Audience Movement of ENT Channels during Jan to Mar'12