Abstract
The business of television broadcasting is a science of managing dynamic equilibrium between Ratings and Revenues. This equilibrium is disrupted by Internet products which continue to transform the devices, motivations, and manner of consumption. Adoption of internet technology by TV broadcasters started slow but has become hurriedly reactive. This paper studies impact of internet adoption by Top 25 Indian TV broadcasters on their traditional business. This is an original study which contributes to an otherwise limited research of on broadcast television. Majority of earlier studies are either on technical data or qualitative models. With more than 180 Million TV sets and 230 Million wired Broadband connections to make, India is a pertinent geography for this study. Top five channels were selected in each of the five most popular genres; General Entertainment, Sports, News, Movies, and Music. For these twenty-five channels, this study analyzed data collected over 48 months, from Jan’13 to Dec’16, on TV ratings (BARC), website views (Rank2Traffic) and YouTube views (social blade). IoE sessions were found to comprise 10% or less than the TV reach but a significant correlation was observed between IOE and TV viewership; Negative Correlation for General Entertainment Channels and positive for News channels. Learning from this study will productively contribute to both industry professionals and academicians.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Television Internet Strategy
Digital Media
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