Telly me about growth rates

The Week writes about new-generation televisions shows. Targeted at segments which have been ignored so far and so on – men and children. Highy inscrutable article. See what sense you can make of it. And if you know, do let me know how such staggering statistical analysis and interpretation is possible – I may be able to use this with my clients too.

Reality TV, comedy and romance are the new prime-time favourites. This change of strategy stems from the twin needs of grabbing the attention of the largely ignored audience segment of men and youth, and countering the increasing popularity of children and regional channels. A still bigger threat comes from news channels which are “growing at an impressive rate,” according to rating agency TAM. [phrase in quotes original and not mine]

Now watch this closely for the “impressive growth rate”. [this quote mine]

While the viewership of Hindi mass channels has grown marginally from 24 per cent to 24.7 per cent over four years, Hindi news channels have seen a rise from 3.8 per cent to 4.5 per cent.

Indeed. While Hindi mass channels have grown marginally by 0.7% over four years, new channels have shown an astounding growth rate of 0.7% over the same period.

That is cause for concern.

And the article only gets better and better…

But, news officials think there is no reason to worry. “Yes, news is being redefined, but there is a core difference between us and mass channels. Their end aim is entertainment while ours is imparting information. So there is not much of overlapping,” says Raju Santanam, editor, Zee News.

No reason to worry about what? The impressive growth rate? Or the sudden uncomfortable realisation that the end aim of new channels is information and not entertainment?

Do read A telly tale fully and do telly me what you understand of it…

And someone please tell these producers about single tv households where the entire family sits around and watches the box – saas bahu, aunty-uncle, whatever saga is on. And whatever the woman of the household is watching. Study after research study has told us – and them – this…

I would tell them myself but I am writing this from a cyber cafe in Madras and need to run now…