Movies are largest contributors to television viewership with 30% share: BARC
MUMBAI: Feature films/movies as a programme genre are the largest contributors to television viewership at 30% followed by drama/soaps at 25%, according to Broadcasters Audience Research Council India’s (BARC India) latest report.
The report titled ‘Viewership of Movies in South India’ states that the per capita p.a consumption of respective regional movies ranges from a whopping 415 hours in AP/Telangana to 206 in Karnataka, Hindi movies in HSM clock 125 hours of per capita p.a. consumption.
The four South languages account for 32% of airtime of all movies on television. And along with dubbed movies, most of which are from the South, the number rises to 42%.
The combined run time of movies on the small screen in the last 12 month period from November 2018 to October 2019 is 859,000 hours screen time. Movies originating from South clocked 135 billion hours of viewing minutes annually which is 2.6 billion hours per week on an average.
In terms of duration of movies on television, 43% of movies belonged to South: Telugu, Tamil, Kannada, and Malayalam (11%, 9%, 6.1%, and 5.6% respectively), Dubbed Hindi Movies contributed 11%.
26,000 unique movies were telecast on 279 channels across 16 languages during the period. Out of the total 193 channels that telecast movies on television, more than half (104) belong to the 4 South languages.
Out of the 4.9 million programming hours on television annually, movies clocked 17% of airtime in the same period. The contribution of movies to total programming content varies across languages. South languages, for instance, are higher in terms of movie contribution at 23%.
Contribution of movies to total viewership is 30% and therefore is a winning content on television as it is positively indexed over airtime (30% viewership from 17% of airtime). For South languages, movies contribute to 42% viewership from 23% airtime.
The report stated that the per capita consumption, which is the average consumption per person within a population, is highest in the five Southern states. South Indian languages top the table with each state clocking more than 200 hours PCPA.
Within the 4 languages – Telugu was highest at 415 hours, which roughly translated into 2- 3 movies weekly per person in the universe, on an average.
The BARC report stated that Hindi language movies contribute the most both in terms of supply (23% of total movies duration telecast) and well as consumption (31% of total movies viewership) given their large footprint. However, the combined strength of the four languages is higher on both counts, clocking 32% of total movie duration telecast and 35% of total movie viewership).
In Tamil Nadu/Puducherry, movie channels contribute 31% to 43% of all movie viewership, while GEC contributes a whopping 53% to 66%. Music channels range from 2% to 6%. Tamil movies clocked from a minimum of 87 billion to a maximum of 143 billion Viewing minutes in the Nov to Oct period.
In Andhra Pradesh/Telangana, movie channels contribute 42% to 48% of all movie viewership, while GEC contributes a whopping more than 50%, rest come from Music channels. Telugu Movies clocked from a minimum of 147 billion to a maximum of 192 billion Viewing minutes.
In Karnataka, movie channels contribute 45% to 53% of all movie viewership, while GEC contributes a whopping 53% to 66%. Music channels range from 2% to 6%. Kannada Movies clocked from a minimum of 60 billion to a maximum of 73 billion Viewing minutes.
In Kerala, movie channels contribute 25% to 35% of all movie viewership, while GEC contributes the lion’s share at 71%. Malayalam Movies clocked from a minimum of 29 billion to a maximum of 47 billion Viewing minutes. The viewership peaked during Vishu and Onam months.
In terms of premium homes, movies hold 7% of the pie out of total viewing minutes among premium audiences in the South. Further, premium audiences in Chennai prefer HD content more than in Hyderabad and Bangalore. The English language garners the third highest viewership after Telugu and Tamil among premium South audiences.