GECs
‘Insight into consumer behaviour all important‘
Ratings don‘t answer all issues facing planners and broadcasters alike, qualitative data is what is needed.Psychographics are becoming more important than ever before and insights into consumer behavior is what will keep you ahead. That was the gist of what research consultant Prashant Sanwal put forth at indiantelevision.com‘s National CAS Media Summit in Mumbai last Friday in his presentation during the session “Beyond Ratings”.
Sanwal, former head of programming and marketing at SET and later, head of the Alpha channels, probed the question of whether ratings alone would be a sufficient measure and guide to planners after CAS is implemented. Exploring the vista beyond ratings, Sanwal said that it is pertinent to understand sociological/psychological changes to predict which formats will work in the future, as well as to anticipate which people would go in for the set top boxes.
Excerpts from the presentation:
Current Scenario
Today?s markets are represented by 4 Cs
– Complexity
– Cut-throat Competitiveness
– Constant Change
– and…
What is needed are need holistic solutions not part
– This requires complete information
– Little knowledge is dangerous
Ratings
* Imply measure
* How many? watch what? for how long?
* Need to know WHY which people watch what for how long
Thus ratings are a must but not enough
– Need Qualitative inputs too
Some Qs – beyond ratings
* Why will which kind of people go for STBs?
* Why do more men watch movies? In the afternoon?
* Why do other (than Star) saas-bahu shows not work?
* For how long will saas-bahu work?
* Understand sociological/psychological changes to predict which formats will work in the future
* Is Kyunki really X times more effective than Kkusum or Lipstick?
* Is mere watching = involvement?
Some Qs
*Solidarity Vs Power
– Who controls remote, when, for how long?
– Active vs passive watching
– Do all members in front of the TV watch with equal interest?
*Message effectiveness
– What is remembered?
– Is it considered relevant?
– What are the feelings associated?
– Brand ? Program fit?
Surface messages Vs Metamessages
– In communication two kinds of messages are sent out
– You ask your assistant ?Have you finished the report??
*Surface
– Literally is the work finished or not
*Meta
– I don?t think you have finished your work
– You are incompetent
Metamessages
– Conveyed through intonation, pitch and facial and bodily expressions accompanying the words.
– Meaning conveyed through
Words: 7%
Tonality: 38%
Body posture: 55%
– Thus the powerful part of communication is through metamessages
In Sum
– Ratings don?t answer all the issues
– In today?s scenario you need Qualitative data too
– Psychographics are becoming more important than ever before
– Insights into consumer behavior is what will keep you ahead – Can you afford to ignore this in the face of the final C?
CUT IN COSTS!
Among the key points the presentation made therefore, are that it is equally important to study whether a Kyunki Saas Bhi Kabhi Bahu Thi is more effective than a Kkusum or a Lipstick, and whether the saas bahu formula will endure.
Other questions that need to be looked into are – who controls the remote, when, for how long and whether all members in front of the TV watch with equal interest. Message effectiveness also needs to be monitored with respect to what is remembered, whether it is considered relevant and the feelings associated with it.
Prashant Sanwal has recently started his own research and marketing consultancy company called Vitamin S. Like vitamins he intends to use research as a process to both prevent and cure marketing problems.
GECs
Sebi sends show-cause notice to Zee over fund diversion, company responds
Regulator questions 2018 letter of comfort and governance lapses; company vows robust legal response
MUMBAI: India’s markets watchdog has reignited its long-running scrutiny of Zee Entertainment Enterprises, issuing a sweeping show-cause notice that drags the broadcaster and 84 others into a widening governance storm.
The notice, dated February 12, has been served by the Securities and Exchange Board of India to Zee, chairman emeritus Subhash Chandra and managing director and chief executive Punit Goenka, among others. At its heart: allegations that company funds were indirectly routed to settle liabilities of entities linked to the Essel Group.
The regulator’s probe traces its roots to November 2019, when two independent directors resigned from Zee’s board, flagging concerns over the alleged appropriation of fixed deposits by Yes Bank. The deposits were reportedly adjusted against loans extended to Essel Group entities, triggering questions about related-party dealings and board oversight.
A key flashpoint is a letter of comfort dated September 4, 2018, issued by Subhash Chandra in his dual capacity as chairman of Zee and the Essel Group. The document, linked to credit facilities availed by certain group companies from Yes Bank, was allegedly known only to select members of management and not disclosed to the full board—an omission SEBI believes raises red flags over transparency and governance controls.
Zee has pushed back hard. In a statement, the company said it “strongly refutes” the allegations against it and its board members and will file a detailed response. It expressed confidence that SEBI would conduct a fair review and signalled readiness to pursue all legal remedies to protect shareholder interests.
The notice marks the latest twist in a saga that has shadowed the broadcaster since 2019. What began as boardroom unease has morphed into a full-blown regulatory confrontation. The final reckoning now rests with SEBI—but the reputational stakes for Zee, and the message for India Inc on governance discipline, could scarcely be higher.
