Republic TV is the largest available English brand in Urban Homes in India: Chrome DM

‘Opportunity To See’ or OTS is the currency used by broadcasters, which denotes the number of Households that have access to a particular channel or the number of households where a particular channel is available. The same is reported by Chrome DM on a daily basis across 3,300+ towns and 597,000 villages, representing both Urban and Rural India across the Cable and Satellite viewing homes.

OTS is also a measure in advertising media, which denotes number of times the viewer is most likely to see the brand. This term is used by marketers and analysts to differentiate between total audience in the universe and the percentage of the total audience that has access to see the brand/ channel. The larger the percentage, the higher the availability of the channel converting into consumption/ reach.

Opportunity to See - India Urban – Avg. of 2016 to 2020

As seen in the graph above, Chrome DM report reveals that the Republic TV OTS in Urban homes has been higher than Times Now since 2019, making it the largest available English brand in Urban Homes in India.

The report further states that Republic TV OTS has been higher than Times Now since 2018. The distribution and availability of the channel has been extremely high in comparison to any other channel in the genre.

The gap has widened into “Reach” in 2019 and 2020 as the TRAI implemented the New Tariff Order making sure Republic TV’s free to air offering in English increased its footprint across homes through India.

It is very much evident from the table above that the share of news genre got expanded from 2017, post the entry of Republic TV.

The channel was launched in 2017 and since then its growth trajectory has always been on the rise. The other channels have also either grown albeit slowly vis-à-vis Republic TV or remained semi-stagnant.

Pankaj Krishna, Founder and CEO, Chrome DM, commented, “After a point and irrespective of genre, the key differentiator amongst players within the genre boils down to the availability of content. Considering the fact that distribution is still contingent on a 1,000+ variables (DPOs/ CNOs) and is one of the biggest cost centres for running a linear TV channel – unless of course it is a hugely appointment led genre, for instance for Hindi GEC.”

He further said, “Most of the genres – be it News (Hindi/  English/ Regional), Music, Infotainment, the time spent per viewer limits to less than 10 minutes a week and is mostly driven by channel surfing or flirting, if I may call it. A differentiator of 15-20% on distribution between any 2-3 players within a genre would probably be the factor deciding the lead in the consumption/ viewership/ ratings within the genre.”

“LCN (logical channel number), Placement (where your channel falls), Neighbourhood (the channel that precedes you), the packages that you are on (whether your channel reaches 100% audiences and the penetrations of the packages that your channel is a part of) - all of these factors determine the OTS (Opportunity to See) or the availability of a channel which is the primary key factor in determining the dominance of one over the other,” he added.

Adding to this, Vikas Khanchandani, Group CEO, Republic Media Network, said, “Republic Network has focused and delivered the largest reach platforms in its respective genres. The above data sourced from Chrome DM (also readily available across the industry) is yet another data point that reflects on the growth and leadership that our brand enjoys. There are multiple data points like the engagement of Republic TV on social media which is also highest within its genre reflecting the stickiness of our brand and reflective of high TSV that the brand enjoys. We have similar data points for our humongous consumption on OTT as our brand has very wide availability on connected devices and I am more than confident that we will continue to bring the largest English and Hindi news platforms for consumers and advertisers.”

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