To mark World Television Day on November 21st, TV organisations from around the world have brought together the latest statistics to reveal how millennials’ relationship with TV looks today. With data from 14 countries – including the US, Canada, Australia, Germany, the UK, and France – the insights show how much TV millennials now watch, how it is the dominant form of video in their lives, how important the TV set remains, the huge reach of TV, and their attitudes towards TV advertising.
With an increasing number of channels available to Indian audience, the job of Channels managers to build, retain and increase its share of audience is becoming increasingly tougher. The proliferation of Channels -both audience-specific (Children Cartoon) and subject-specific (Sports, Movies) has meant the fragmentation of the already fragmented audience, this makes the task of how-to-get audience, particularly difficult one for television institutions. Because it is a mass audience, the audience tastes are so diffused and so general that you have got to be guessing. You can work off precedents about what’s worked on television before. You can work off whatever smattering sociological information you gleaned from whatever sources. You can let your personal judgments enter into it to some extent - But you never really know. There is no wav to know in advance whether the audience will tune in and stay tuned. The only option available to Channel Managers is to devise risk-reducing strategies. One such strategy is to customise.
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