Daily archives "November 6, 2014"

Advertising during current affairs programs on News channels

images-(1)If you look around in your social circle, you may not find TV viewers who haven’t seen politicians shouting and accusing each other. This is the daily story in most current affair shows as well.

A viewer, sacred individual with eyeballs, the loveliest creature for the program producers, the marketers in the channels, for the channels, for the media planners and for the advertisers as well as source of revenue. The TV viewing for the end consumers of entertainment industry is almost free. You can have grand variety of channels and one can pay a small monthly cable fee to have this luxury of home theatre. The variety of entertainment available in approximately 5 Dollars a month to TV viewers is undoubtedly, unmatched across the globe.
The revenue stream for the channels is only through advertising that it gets from variety of advertisers including public and private sectors. There is no concept of subscription and it is not anticipated at all in the near future.
To have maximum advertising revenues the news channels make sure to design talk shows and execute them in a manner to pull maximum. Interestingly television news channels have become the breeding center for most of the controversies and political rivalries. The more vocal the show is and hotter the debate gets, higher it is shown on viewer ship ratings index .After the reshaping and repositioning of News channel in the second quarter of this year when Geo went through tough times and still not widely visible. The other current affair shows have started getting better rankings on viewership chart.
The media plans are usually designed while keeping in view of target consumers of the product. On the basis of gut feelings and filtered data of people’s meter, generally the targeted consumers is caught” red eyed” watching a program x. We can comment that it is assumed or statistically proven to be known and under such estimation, the program “A” is considered to be watched by maximum numbers of targeted consumers for product “B”.
There was a time and maybe it is still the same situation when an ad of a hair removing cream appears in the most popular current affairs or political talk shows. Without being biased about the political wisdom of our female viewers, watching an ad of hair removing cream in political talk shows gives a deep insight regarding viewer ship habits of Pakistani audience.
We may say that all Pakistani adults, urban and rural, males and females are glued to their screens at 10 pm to watch political bull fighting, which is called, current affairs talk show.

The quality of the content within these talk shows and serenity they provide to the minds of the viewers is not the topic here. The most important element is to ensure who is watching which program .If we think that all males and females from all socioeconomic classes love watching political talk shows then spending money during these shows must be giving best ROI. But if not, then we should reconsider our planning strategy.

Author: Maqbool Mirza -about author www.maqboolmirza.com

Females’ favorite dramas on TV channels

If you have the experience of shopping along with females , either real or window shopping , you might have an opinion about the hardships they face in choosing the object to buy. Maybe the same hardship is faced by the shopping companion as well. However, after such hardship and a comprehensive analysis of market, we may say that women choose the right object, in most of the cases.
This would be very hard to evaluate which subject of dramas is most popular in Pakistan and majority of females like to watch dramas of same genre or subject matter.

If you meet a TV drama producer, ask him about his selection of script to start a project. The subject that he would say would be more feasible financially and will get him maximum ratings and popularity, would be related to family issues. Some very famous family issues are related to marriages, joint family systems, financial issues faced by single individual and he has to support a whole family. Some topics related to polygamy, considered to be vague as a law. Dichotomy in its interpretation by law of land and laws of religion is also one of the popular (off course not favorite) subjects of dramas for female.
The romance is all time favorite as well in its various forms as per the social values of the society .Topics related to suppression of a woman as daughter in law, as wife or in any status being a woman is also a highly emotional and touching subject.
The variety and diversity of plots for drama production, those to become heart favorite is very high.
Some topics those are highly sensitive and fragile as per the religious norms and moral values if handled with care and the script is executed sensibly. Dramas on such topics could get high viewership.

In marketing communication, we study about the consumer behavior .The understanding of consumer behavior is very widely studied for planning an advertising campaign or developing a media plan .same goes with the production of drama serials ,series and other TV Programs. In Pakistan there is a wide variety of demographics and psycho graphics of the population .Unfortunately the public sector doesn’t conduct extensive research about the life styles of the people, such detail researches are very costly, though. Even if private or corporate sector execute such researches, the purpose is usually marketing or it is confined to one or other area only .Sample sizes in such research and objectives are defined for marketing communication and ultimate goal is usually to explore new markets and enhance sales.

I do not have the exact figure but still to a rough estimation, 70 percent of Pakistan’s total population is dependent on agriculture sector for their living. This clearly indicates the percentage of rural population in Pakistan. The demographics of rural population can be matched with urban population in certain scales but psycho graphics would be entirely different .In case of female members of rural population, it would be very hard to match the demographics as well.

While talking about the dramas, usually made for females or to capture the female audience, such facts are not being considered, we may say and we should say that they have equal rights to see entertainment of their choice and I wonder if some dramas are being made or under production for the people(females) living in rural areas. This would be another topic that if we want to urbanize them ….

Author: Maqbool Mirza -about author www.maqboolmirza.com