Reasons for Shifting Loyalty TV Viewing: Reasons for Shifting Loyalty L. V. Krishnan Sharan Sharma Akash Chawla This paper looks at what propels a home to finally shift or even to sample a new disruptive programme. The recent launch of Indian Idol (the Indian version of American Idol) is used as a test case. Understanding a complex behavior like viewing requires much more than pure quantitative or qualitative techniques. At TAM India, we have been conducting a variety of experiments to uncover insight into viewership behavior.
One of these experiments has yielded very encouraging results and the attempt of this paper is to describe the process and the results thereof. For the first time, a new observation-cum-game play approach using ex-TAM panelists has been used. This means that a common sample now yielded both viewership minute-to-minute data and qualitative insights. This is what allows a broadcaster to study the ‘why’ behind past viewing patterns and use the learnings for his future activities. L. V. Krishnan, Sharan Sharma, Akash Chawla Page 1 of 23 TV viewing: Reasons for Shifting Loyalty Executive Summary
With the burgeoning of channels and programmes on the Indian media scene, disruptive programming is becoming a reality that broadcasters and advertisers are coming face to face with. Disruptive programmes are shows in differentiated formats that are launched in a time band conventionally understood as meant for a standard programming genre. The TAM Peoplemeter data gives a broadcaster the best estimate of audience size and profile. However, when it comes to analyzing patterns of channel loyalty, especially when it comes to disruptive programmes, the burning ‘Why’ question still remains.
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“Why did a certain profile of households choose to migrate to the new programme? ” This paper looks at what propels a home to finally shift or even to sample a new disruptive programme. The recent launch of Indian Idol (the Indian version of American Idol) is used as a test case. A variety of techniques, both Quantitative and Qualitative are employed in helping us understand the underlying motivations in shifting. The study reveals the impact of Scheduling, Family Dynamics including Control of Remote, Promotion and Publicity in causing a viewer to shift to the disruptive programme.
This information is critical to broadcasters in developing their strategy with respect to programming and marketing (specifically promotional efforts).
For the first time, a new observation-cum-game play approach using ex-TAM panelists has been used which has yielded rich insights in making holistic broadcast judgments. L. V. Krishnan, Sharan Sharma, Akash Chawla Page 2 of 23 TV viewing: Reasons for Shifting Loyalty Section I: Approach The TAM panel data by itself is a rich source of information giving minute-tominute viewing estimates and behavior trends of the universe.
However, as is the case with pure quantitative information, it requires a separate research to uncover the causal factors behind the numbers. In studying a complex phenomenon like viewing, uncovering these is not easy, especially when there are a range of complex rational and ‘irrational’ forces at play. We tried various approaches to understand reasons for shifting loyalty. These approaches involved the use of both, quantitative and qualitative research. These techniques have been used, for the first-time as per the authors’ knowledge, on ex-TAM panelists to extract both qualitative and quantitative information.
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Since these individuals were on the TAM panel, we have rich information on their viewing habits. With the launch of Indian Idol, there was a great opportunity to study the reasons for shifting loyalty taking this programme as a test case. This is because, a sub-set of these panelists were also present when Indian idol was launched. Since these individuals were no longer on the panel, there was no danger of them influencing the data any more. On the other hand, when they yielded responses to the ensuing qualitative research, it would give us rich insights to their behavior while they were on the panel.
The techniques revolved around: 1) Using engaging game/role-plays. The advantage of this approach is that: i. It makes it easy for respondents to find an outlet for expression of their behavior without getting them into a purely cognitive mode. ii. Minimises recollection effort 2) Capturing the conscious and sub-conscious elements in TV viewing Approach Steps: 1) Understand viewing in relation to other activities that viewers undertake: We decided to do this not through the standard interview route but by asking individuals to take part in an involving game play.
The game play was set up in various locations where individuals could interact with the researcher in a free flowing manner, such as her/his own house. The games were set up during subsequent focus groups as well. Two specific games that were engaged with the respondents are given below: L. V. Krishnan, Sharan Sharma, Akash Chawla Page 3 of 23 TV viewing: Reasons for Shifting Loyalty a. Battle Front: The respondents were told that their house was a battle front and the prize was the remote / control over the television.
They were asked to make teams within their family – people who want the same end on one side v/s the other people in the family. The respondents were asked to amplify the leader of the teams / their missions / and their game plan to get their own way – weapons used etc. b. Cheer leading: We projected ‘Indian Idol’ as a ‘cause’ and asked the respondents to tell us who would be the cheer leaders for this show, who would be the supporters and who would be the opposition party. Hence we arrived at who was the main instigator and who was the key resistor in the case of Indian Idol.
The ex-panelists were re-contacted and asked to be part of an observation study. The observation involved visiting them on the day that Indian Idol was actually telecast, starting from a few hours before telecast and ending about half-hour after the telecast. Ideally the visit would also have had to be conducted on a non-Indian Idol day to compare the results with an Indian idol day, but currently this is still a work-in-progress and has not been included in this paper. The observer in the home makes a silent note of all the dynamics involving viewing for eg. possession of the remote among various members of the family. 3) Key
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observations were used as triggers in the focus group discussions. 4) The results of the focus groups and observations were used to then interpret the results of the viewing behavior of the ex-panelists in terms of their loyalty. All in all, the study sought to capture: Factors that eventually triggered the shift/resistance to shift The individual/s who triggered the thought of shifting How the Family as a unit reacted when faced with the new programming A summary of the approach used is given in Figure 1. L. V. Krishnan, Sharan Sharma, Akash Chawla Page 4 of 23 TV viewing: Reasons for Shifting Loyalty Figure 1 : Approach Summary
Section II: Causal influences on shifting loyalty The approach used yielded a number of causal influences on shifting loyalty especially in relation to a disruptive programme. 1. Activity Spacing of various household members The two charts below map the activity spacing of various members in the family for a typical Monday-Thursday daypart. The noticeable point here is that while the television is generally at the disposal of the Housewife (HW) throughout the day, the equation changes late-evening (around 9:00 pm) when the CWE/Males returns homes from work. L. V. Krishnan, Sharan Sharma, Akash Chawla
