Demographic and psychographic profile of Star TV viewers: A report; LINTAS Media Bangalore

Abstract

The Cable and Satellite channels have made in-roads into the hearts of Indian television viewers. Recent studies have shown that the reach of these channels is growing phenomenally in the television owning Indian households. This study was conducted in two parts. The aim of the first study is to classify the television viewers into various groups, each group having members. with certain common characteristics. It also attempts to relate the viewership habits of the respondents to the groups they belong to. Further, it seeks to develop a relation between the group characteristics and the channels and type of programmes people watch. The second study seeks to assess the differentiating factors between Star Plus viewers and Zee TV viewers. Also, an attempt is made to determine the level of involvement of viewers with the programmes Star Plus offers. Further, I have tried to identify the demographic factors and beliefs of C & S TV viewers which ~ are instrumental in defining a Star TV viewer and a Zee TV viewer. The study was conducted using two structured undisguised questionnaires, one for each part of the study. The first questionnaire was first administered to 25 respondents in a pilot study. Based on the feedback of this pilot study further refinements were made. Questionnaire I was finally administered to 140 respondents and questionnaire 1] was administered to 70 respondents which included few respondents to the first questionnaire based on their responses. The responses to questionnaire I were collected using three sections, one each on viewership patterns, AIO (activity, interest and opinion) statements and demographics. The second questionnaire was again divided in three sections, viz., Star/Zee TV viewership, demographics and programme questionnaires. Factor analysis of the thirty five AIO statements revealed eight major factors which were used to conduct cluster analysis to obtain four distinct clusters. Demographic data of each cluster was analysed using cross-tabulations to obtain exact cluster profiles.