FICCI-KPMG-Report-13-FRAMES

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26 The power of a billion: Realizing the Indian dream Top 10 advertisers on TV Brand 2012 (% share) 2011 (% share) 2010 (% share) Hindustan Lever Ltd 8 8 8 Cadburys India Ltd 2 2 2 Reckitt Benckiser (India) Ltd 2 3 3 ITC Ltd 2 2 2 Procter & Gamble 2 2 2 Colgate Palmolive India Ltd 1 1 1 Ponds India 1 1 1 Coca Cola India Ltd 1 1 2 Samsung India Electronics Ltd 1 -* -* Marico Ltd 1 -* -* Total 22 20 21 Source: TAM AdEx, Period: Year 2011 and 2012, Medium: TV, Based on analysis of Ad volumes in seconds. Copyright reserved with TAM MEDIA RESEARCH PVT. LTD. Any use of TAM data (or derivative thereof) mentioned herein without express permission of TAM shall be treated as illegal Note: *Smithkline Beecham, Bharti Airtel Ltd., and L’Oreal India Private Ltd. were amongst the top 10 advertisers in 2011 and 2010 as reported by FICCI KPMG Indian M&E Report 2012 and 2011 Viewership share by genres – all India Genre 2012 (% share) English Entertainment 0.14 English News 0.23 English Movies 0.88 Hindi GEC 30.01 Hindi News 3.18 Hindi Movies 11.93 Regional GEC 20.18 Regional News 2.78 Regional Movies 3.65 Kids 6.47 Music 3.09 Infotainment 1.08 Others 16.4% Source: TAM; Week 1 to 52, 2012, All India CS4+ market. Copyright reserved with TAM MEDIA RESEARCH PVT. LTD. Any use of TAM data (or derivative thereof) mentioned herein without express permission of TAM shall be treated as illegal © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Genres Hindi and regional General Entertainment Channels (GECs) continued to account for over 50 percent of the total viewership. GECs are the key drivers of television viewership, accounting for 65-75 percent of Hindi and regional markets. Hindi GEC and Hindi movie genres consolidated their position with a viewership share of 30.0 percent and 11.9 percent in 2012, compared to 26.5 percent and 10.6 percent respectively in 2011. A large part of this growth may be attributed to TAM’s increased reach in LC1 areas of Hindi Speaking Markets (HSMs). LC1 markets of UP, MP, PHCHP, Rajasthan and Gujarat account for 16.2 percent of the total television viewership. Hindi GEC share of viewership in the above LC1 markets is significantly higher, at 40-50 percent, compared to 39 percent in HSMs without LC1. Similarly Hindi movie share of viewership in the stated LC1 market is higher at 19-24 percent, compared to 17 percent in HSMs without LC1. 23 23. Overview of Television Landscape in New LC1 Markets, TAM Media Research Pvt. Ltd. In areas that were digitised, increased audience fragmentation was witnessed. Our discussions indicate that viewing patterns of some niche channels have seen a positive movement when comparing their pre-digitisation and post-digitisation share of viewership. “ Viewership share of English entertainment channels has increased post DAS and would continue to further increase as DAS rolls out further. “ - Anuj Poddar Head – Strategy & Business Development, Viacom 18 Media Private Limited
The power of a billion: Realizing the Indian dream 27 Hindi GECs The Hindi GEC space continued to see sustained competition between the top four channels – Star Plus, Zee TV, Sony and Colors – with extremely dynamic channel rankings. Advertising continues to be the mainstay for Hindi GECs, and broadcasters are chasing ratings aggressively with a number of relatively non-performing shows getting replaced and several new shows being launched. The table below lists the top 10 fiction and non-fiction programmes in 2012, as measured by Ormax Media which tracks the preference (favourite) share of programmes through its monthly popularity study ‘Characters India Loves’. Preference shares for non-fiction appear higher compared to fiction programming indicating greater audience recall for this segment. Star Plus continued to focus strongly on the fiction genre with five out of the top 10 popular fiction programmes. On the other hand, Colors appears to have increased focus on non-fiction, with four out of top 10 popular non-fiction programmes. Top 10 popular fiction programmes in 2012 Top 10 popular non-fiction programmes in 2012 Genre Channel 2012 (% share) Kaun Banega Crorepati Sony 42.0 Big Boss 6 Colors 39.8 MTV Roadies MTV 33.1 Dance India Dance Zee TV 25.0 Styamev Jayate Star Plus 22.7 Jhalak Dikhla Jaa Colors 20.3 Comedy Circus Sony 12.3 Indian Idol 6 Colors 10.4 India’s Got Talent 4 Colors 7.0 Genre Channel 2012 (% share) Sa Re Ga Ma Pa 2012 Zee TV 4.6 Bade Acche Lagte Hain Sony 24.7 Source: Front Page 2012 – Ormax Media Balika Vadhu Colors 18.1 Tarak Mehta Ka Ulta Chashma SAB TV 14.6 Diya Aur Baati Hum Star Plus 12.3 Saath Nibhana Saathiya Star Plus 10.1 Is Pyaar Ko Kya Naam Doon Star Plus 8.7 Yeh Rishta Kya Kehlata Hai Star Plus 7.4 Pavitra Rishta Zee TV 7.2 Pratigya Star Plus 7.0 CID Sony 6.9 Source: Front Page 2012 – Ormax Media © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
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Music The success of the iTunes mod
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06 Round up of the year that was Th
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FICCI 2013 143 “ The Amendments t
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09 Outlook for the year The power o
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11 Technology The power of a billio
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Acknowledgement We acknowledge the
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FICCI-KPMG-Report-13-FRAMES

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