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May 2019

TRAI'S NTO KILLS TV VIEWERSHIP



Post Implementation of the New Tariff Order (NTO), television viewership countrywide has plunged. CLSA says viewership of the 5 largest broadcasters has fallen sharply from 90% to 78%. BARC's data says the decline was primarily in the Hindi viewership, especially in the rural areas.


Viewership Of 5 Top Broadcasters Plunged From 90% to 78%



BARC DATA

BARC India released TV viewership ratings for week ended 29 March 2019. Total TV impressions plummeted from 27-29 billion per week, to 15 billion.







HINDI WORST HIT

Hindi channels lost the largest viewership. the loss was even more pronounced in the rural areas. This will in turn, impact ad revenues on these channels from 4QFY19.

According to BARC, impressions for Hindi GEC FTA channels declined by 64% since January 2019.



REGIONALS ENDURE

On the other hand, regional viewership was less impacted.


FTA Channel Dangal TV Is Now The Most Watched Channel In India - Displacing Sun TV



MOST WATCHED IS FTA!

As anticipated, the viewer eyeballs have shifted to FTA channels. The most watched channel crown has shifted from Sun TV, to an almost unheard Hindi GEC FTA channel Dangal TV!


MORE TIME TO STABILISE?

Protecting its prime channels, the Advertisers association has advised the industry against using BARC viewership data till TV viewership stabilizes post the new regime implementation.

The viewership will churn & may stabilise over the next month or two.

But clearly, TRAI's new tariff order has set the cat amongst pigeons! There could well be a new channel pecking order, proving what Cable networks have been saying all along - Pay channel rates are unrealistically high - beyond what viewers are willing to pay. n