TV Viewing: Reasons for shifting loyalty

This paper looks at what propels a home to finally shift or even to sample a new disruptive programme.

TV Viewing: Reasons for Shifting Loyalty

L.V.KrishnanTAM Media Research, India

Sharan SharmaTAM Media Research, India

Akash ChawlaTAM Media Research, India

EXECUTIVE SUMMARY

With the burgeoning of channels and programmes on the Indian media scene, disruptive programming is becoming a reality that broadcasters and advertisers are coming face to face with. Disruptive programmes are shows in differentiated formats that are launched in a time band conventionally understood as meant for a standard programming genre.

The TAM Peoplemeter data gives a broadcaster the best estimate of audience size and profile. However, when it comes to analyzing patterns of channel...

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