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TV
Pulse 2005, the annual research initiative put together
by the Joint Industry Body (JIB) and Tam Media, series
continues with the paper - Reel Pointer - A Tool to
predict ratings for Blockbuster movies on TV.
This
paper was contributed by Lodestar Media - Winner of
the Best Paper award at Emmies - 2004.
- Devdas
acquired for Rs 12 crores, delivers only 3.7 TRPs
- Humraaz
delivers 12.0 TRPs, surpassing Kabhi
Khushi Kabhie Gham's
8.1 TRPs
The
challenge was to bridge the information gap in the
current TV programming scenario where blockbuster
movies are among the biggest viewership/revenue genres
but data to evaluate and price them does not exist.
The aim was to predict TRPs of blockbuster films on
TV and set buying benchmarks.
METHODOLOGY:
REGRESSION MODELING
TRPs
of past blockbuster movies modelled against factors
that would help predict future performance.
Arriving
at the factors:
- Box-office
Collections - a quantifiable measure of viewer
appeal and a sum of all the qualitative factors
like star cast, music score, storyline and director
that affect a film.
- Recency
- the interval between the time the movie was released
to the time it was shown on TV. It was calculated
as the number of days from release to telecast date.
- Repeats
- A movie that had been repeated too often was likely
to lose its appeal hence assumed inversely related
to TV rating.
- Promos
- Directly responsive to viewership, the number
of promos had to be taken into account.
- Channel
of telecast - The cable operator plays a role
in deciding whether a C&S home can receive a
TV channel or not. Connectivity, in turn, affects
a film's viewership.
- Daypart
- TRP was affected by the daypart or time of telecast
(early prime, prime, late prime...)
- Day
- Weekends were associated with blockbusters. A
film telecast on a Saturday night was likely to
get more viewer interest than one shown on a Tuesday
afternoon. However Zee scheduled its blockbusters
on Thursdays to capitalise on weaker competitive
programming.
- Opposite
viewing - The impact of competitive programming
also had to be taken into account. A blockbuster
movie scheduled on a channel at prime time may lose
more viewers to programmes on other channels than
a non prime-time film.
Also Read:
TV
Viewing: Reasons for shifting loyalty
Deriving
further insights from TAM data after a psychographic
definition
A
study to understand the low offtake of Set-Top-Boxes
in Chennai
Rate-card
Creation for Broadcasters based on TV ratings
set2view:who's
watching the 2nd TV home viewer?
Have
you taken my appointment yet? -A study on programme
promos
(If
you would like a copy of TV Pulse 2005 delivered to
your doorstep send in a mail to editor@indiantelevision.com)
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