You Are What You Watch: A Viewer & A Consumer

In the over 300 channels, 24-hour satellite television age, you are what you watch. TV Graphics, a Lodestar Universal study, juxtaposes viewing habits and consumer segments

As a marketer do you really know your couch potato, err consumer?

Sample this: in the Hindi heartland (socio-economic-class ABC), there are as many as half-a-dozen type of television viewers each amongst men and women. Almost one in every five men here is a Star Plus loyalist, handsomely outnumbering sports loyalists. And believe it or not, almost one in every four women consumer is a regular viewer of news & sports, the stereotype of weepy saas-bahu serial watching matriarch notwithstanding. A recent Lodestar Universal study, TV Graphics, shared exclusively with ET, sketches out the contours of television viewer segments as they exist across living rooms in the Hindi-speaking areas of the country, the belly of the Indian television industry and constituting a large chuck of the Indian consumer market. 35^% Multi-Genre Viewers: Young, small business starter, spread across SECs, entering the consuming class 17^% Star Plus Loyalist: Typical Hindi heartland shop owner 13^% Sports Enthusiasts:
Metro guy, part of the great Indian consuming class 12^% Bollywood Buffs: Small town guy with SEC C skew 8^% Regional Viewers:
Low ownership of durables 7^% Niche Viewer:
Young Affluent Urban Professional, SEC A skew. 29^% Cinesoap Loyalist: Glued to serials and movies, employed, lower rung and SSC pass 24^% News & Sports Viewer:
Highly educated, working woman 15^% Weekday Afternoon Soap Viewers: Affluent housewives, trying to make a statement 14^% Afternoon Movie Buffs: Price conscious, striving to make ends meet 10^% Prime Time Soap Watcher:
Older and traditional homemakers 6^% Weekend Cine Viewer: Starry eyed
and a conformist

Courtesy: EconomicTimes