GECs
‘Insight into consumer behaviour all important‘
Ratings don‘t answer all issues facing planners and broadcasters alike, qualitative data is what is needed.Psychographics are becoming more important than ever before and insights into consumer behavior is what will keep you ahead. That was the gist of what research consultant Prashant Sanwal put forth at indiantelevision.com‘s National CAS Media Summit in Mumbai last Friday in his presentation during the session “Beyond Ratings”.
Sanwal, former head of programming and marketing at SET and later, head of the Alpha channels, probed the question of whether ratings alone would be a sufficient measure and guide to planners after CAS is implemented. Exploring the vista beyond ratings, Sanwal said that it is pertinent to understand sociological/psychological changes to predict which formats will work in the future, as well as to anticipate which people would go in for the set top boxes.
Excerpts from the presentation:
Current Scenario
Today?s markets are represented by 4 Cs
– Complexity
– Cut-throat Competitiveness
– Constant Change
– and…
What is needed are need holistic solutions not part
– This requires complete information
– Little knowledge is dangerous
Ratings
* Imply measure
* How many? watch what? for how long?
* Need to know WHY which people watch what for how long
Thus ratings are a must but not enough
– Need Qualitative inputs too
Some Qs – beyond ratings
* Why will which kind of people go for STBs?
* Why do more men watch movies? In the afternoon?
* Why do other (than Star) saas-bahu shows not work?
* For how long will saas-bahu work?
* Understand sociological/psychological changes to predict which formats will work in the future
* Is Kyunki really X times more effective than Kkusum or Lipstick?
* Is mere watching = involvement?
Some Qs
*Solidarity Vs Power
– Who controls remote, when, for how long?
– Active vs passive watching
– Do all members in front of the TV watch with equal interest?
*Message effectiveness
– What is remembered?
– Is it considered relevant?
– What are the feelings associated?
– Brand ? Program fit?
Surface messages Vs Metamessages
– In communication two kinds of messages are sent out
– You ask your assistant ?Have you finished the report??
*Surface
– Literally is the work finished or not
*Meta
– I don?t think you have finished your work
– You are incompetent
Metamessages
– Conveyed through intonation, pitch and facial and bodily expressions accompanying the words.
– Meaning conveyed through
Words: 7%
Tonality: 38%
Body posture: 55%
– Thus the powerful part of communication is through metamessages
In Sum
– Ratings don?t answer all the issues
– In today?s scenario you need Qualitative data too
– Psychographics are becoming more important than ever before
– Insights into consumer behavior is what will keep you ahead – Can you afford to ignore this in the face of the final C?
CUT IN COSTS!
Among the key points the presentation made therefore, are that it is equally important to study whether a Kyunki Saas Bhi Kabhi Bahu Thi is more effective than a Kkusum or a Lipstick, and whether the saas bahu formula will endure.
Other questions that need to be looked into are – who controls the remote, when, for how long and whether all members in front of the TV watch with equal interest. Message effectiveness also needs to be monitored with respect to what is remembered, whether it is considered relevant and the feelings associated with it.
Prashant Sanwal has recently started his own research and marketing consultancy company called Vitamin S. Like vitamins he intends to use research as a process to both prevent and cure marketing problems.
GECs
Sun TV posts steady revenue, profit dips amid rising costs
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.
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.
GECs
SPNI hires Pradeep M with responsibility for standards and practices in the south
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.
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.
GECs
Colors Gujarati rolls out two new shows from 2nd February
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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