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Have you taken my appointment yet? – A study on programme promos

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TV Pulse 2005, the annual research initiative put together by the Joint Industry Body (JIB) and Tam Media, series continues with the paper – Have you taken my appointment yet? – A study on programme promos.

 

The paper has been put together by Rashmi Wadhwa, MICA with inputs and guidance from Tam Media Research VP Atul Phadnis and MICA Tara Nair.

 

Among the various marketing activities undertaken by TV channels, On-air promos are the most prevalent form of marketing used, but at the same time they are also the most debated ones. Considerable work has been done to enhance the returns on these promotions by studying factors like TRPs, reach, frequency, etc. But an area that continues to hold latent potential is the effectiveness of elements intrinsic to the production of promo itself, that is, the constituents of the creative that can act as perpetuators for watching the program.

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This paper by Rashmi Wadhwa, MICA (with inputs & guidance from Mr. Atul Phadnis, VP – TAM Media Research & Director, S-Group Dr. Tara Nair, Faculty – MICA) studied the relationship between creative elements of a promo and audience intention to walk-in to the program. Apart from identifying the effective creative elements, this study also understands the influence they can command on the conversion of promo viewers to program watchers. The first stage of the study involved identifying various elements that can constitute an ‘on –air promo’. Eleven factors were identified on the basis of secondary and primary research. The primary study was conducted on three families (SEC A: SEC B:: 2:1) in the form of Focus Group Discussions. Some of the many promo creative elements identified at the end of the study were:

 

1. Understanding theme 2. Liking the theme 3. Familiarity with cast 4. Liking of cast 5. Interactivity 6. Novelty
7. Age appeal 8. Duration of the promo 9 Background/sets
10 Curiosity generated 11 Background music

 

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The above eleven elements were then tested in the second stage of the study to evaluate the effect they can command on promo viewers in converting them to program viewers.

 

The study was conducted on a sample of 120 individuals with 60 respondents each in the age group 15-24 and 25-45. The sample was also equally divided across gender. In this stage, each viewer was exposed to a promo (pilots obtained from Adex India) and scores were obtained on each of the eleven creative elements and ‘intention to watch the program’ for the promo shown.

 

The scores were obtained on a 7-point Likert scale and a correlation drawn between each of the creative elements and ‘intention to watch’ to understand their strength of association.

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Findings of the Study

The study analyzed the data obtained across different parameters like genres, type of promotions, gender and age and established the importance of these parameters varies across these elements.

 

The following chart gives the correlation coeffeicients between the various elements of the promo and the intention to walk in to a programme from the drama genre.

The liking of cast emerged to be the strongest factor for a promo to pull in audiences into a drama genre programme.

 

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The study manifests that a well crafted message of a promo stands an excellent chance of creating addiyional listening. It indicates that certain elements of the promo creative can play a significant role in attracting the promo viewers to the program and thereby, influencing viewership.

 

Limitations

This study is specific to Delhi and hence should not be taken as being indicative of the preference for TV programme promos across India

 

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The results for the study are applicable to the point in time when the study was actually conducted, since viewership behaviour is liable to change with time
 

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Sun TV posts steady revenue, profit dips amid rising costs

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CHENNAI: It appears there is still plenty of Sun to go around in the Indian broadcasting landscape, even if a few clouds have drifted across the financial horizon. Sun TV Network Limited, the Chennai-based behemoth that dominates airwaves across seven languages, has tuned into a steady frequency for the quarter ending 31 December 2025. While the numbers show a resilient revenue stream, the company’s latest broadcast reveals a few static-filled spots in its profit margins.

For the quarter in question, Sun TV’s total income climbed by approximately 3.31 per cent, reaching Rs 958.39 crores compared to Rs 927.66 crores in the same period last year. Revenue from operations also saw a healthy bump, rising 4.32 per cent to Rs 827.87 crores.

The real star of the show, however, was domestic subscription revenue, which surged by 8.86 per cent to Rs 472.99 crores. This growth highlights the enduring appetite for Sun’s diverse content, which spans everything from daily soaps in Tamil and Telugu to its burgeoning OTT platform, Sun NXT.

Despite the revenue growth, the picture quality of the profits was slightly blurred by rising costs. Eitda for the quarter stood at Rs 409.79 crores, a dip from the Rs 432.14 crores recorded in the corresponding 2024 quarter.

The profit after tax followed a similar downward trend, settling at Rs 316.44 crores against the previous year’s Rs 347.17 crores. Advertisers also seemed to have switched channels slightly, with advertisement revenues sliding to Rs 291.94 crores from Rs 332.17 crores.

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Sun TV isn’t just playing on home turf; its sporting ambitions are becoming increasingly global. The network now owns three major cricket franchises: SunRisers Hyderabad in the IPL, SunRisers Eastern Cape in SA20, and SunRisers Leeds Limited in The Hundred (UK).

The foray into British cricket saw the company acquire a 100 per cent stake in Northern Superchargers Limited (now SunRisers Leeds) for approximately £100 million. While these franchises brought in Rs 14.61 crores this quarter, they also incurred corresponding costs of Rs 19.89 crores. Over the nine-month period, however, the cricket business is a major player, contributing Rs 487.64 crores in income.

The company’s bottom line took a minor hit from exceptional items, including a Rs 4.23 crore charge related to India’s new Labour Codes, which consolidated 29 existing labour laws. Additionally, the consolidated results reflect the amalgamation of Kal Radio Limited with Udaya FM, a move that became effective in May 2025 and required a restatement of previous figures.

To keep investors from reaching for the remote, the Board has declared an interim dividend of 50 per cent, that’s Rs 2.50 per equity share. This comes on top of earlier dividends of 100 per cent (Rs 5.00) and 75 per cent (Rs 3.75) declared in August and November 2025, respectively.

With a massive cash reserve and a dominant position in the South Indian market, Sun TV continues to shine, even if the current quarter required a bit of fine-tuning. For now, shareholders can sit back, relax, and enjoy the show.
 

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SPNI hires Pradeep M with responsibility for standards and practices in the south

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MUMBAI: Sony Pictures Networks India has hired Pradeep M to handle standards and practices for its southern market, bolstering its compliance bench as content rules tighten across platforms.

Pradeep, who has nearly 13 years in the entertainment media industry, takes on responsibility for content standards in a region that is both linguistically diverse and regulatorily sensitive. His brief spans television, OTT, sports and digital platforms.

He specialises in content review and compliance across shows, commercials, on-air promotions and international feeds, ensuring alignment with broadcast, OTT and advertising codes. He has also handled brand approvals and sponsorship integrations for heavily regulated categories—including online gaming, cryptocurrency, NFTs and lottery brands—offering guidance shaped by fast-evolving rules.

Before Sony, Pradeep worked at Jiostar as assistant manager for content regulation from November 2024 to January 2026. Earlier, he spent nearly seven years at Viacom18 Media, rising from senior executive to assistant manager in content regulation between 2018 and 2024. There he served as a key compliance touchpoint for the network.

His career began on the creative side. Between 2013 and 2018, he worked as executive producer on feature films and television shows, gaining hands-on exposure to production. He also had a stint as a non-fiction show director at Star TV Network in 2017. That mix of creative and regulatory experience gives him a dual lens—how content is made and how it must be managed.

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As regulators, platforms and advertisers all tighten the screws, broadcasters are investing more in gatekeepers who can keep creativity within the lines. Sony’s latest hire shows where the industry is heading: in the streaming age, compliance is content’s quiet co-star.

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Colors Gujarati rolls out two new shows from 2nd February

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MUMBAI: Colors Gujarati has unveiled two new prime-time shows as part of its push to strengthen culturally rooted storytelling for regional audiences. The channel will premiere the devotional saga Gangasati–Paanbai at 7.30 pm, followed by the romantic family drama Manmelo at 9.30 pm from February 2.

Inspired by Gujarat’s spiritual and literary heritage, Gangasati–Paanbai: Shyam Dhun No Navo Adhyay draws from the timeless bhajans and poetry of saint-poetesses Gangasati and Paanbai, weaving devotion and human values into a contemporary narrative aimed at younger viewers.

In contrast, Manmelo explores love and responsibility across social divides, tracing the lives of three middle-class sisters whose relationships with three affluent brothers reshape their futures. The show delves into ambition, emotional conflict and the realities of married life, offering a layered family drama.

A Colors Gujarati spokesperson said the new launches reflect the channel’s commitment to authentic Gujarati entertainment that blends cultural values with modern storytelling.

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