MxMIndia

Tag: Chrome DM

  • Plus excerpts from a convo via WhatsApp with Chrome DM CEO Pankaj Krishna

    We’re No 1 by OTS, says Republic, quoting Chrome data

    By A Correspondent

     

    Given the recent controversies around ratings etc, the Republic Media Network finds itself with competition out to get at it. Especially on the all-important issue of ratings.

     

    Republic’s contention is that being free-to-air, its reach is phenomenal. And in order to drive that point home, it supplied us with Chrome DM data of over the last four years.

     

    MxMIndia has over recent years not reported on any Chrome DM findings, but given that Republic had a fair point in giving us the data on OTS (Opportunity To See), we examined it.

     

    This is what we got as part of a communique from Republic TV.

    Year Republic Times Now Difference
    Avg. of 2017 61% 65% -4%
    Avg. of 2018 66% 63% 3%
    Avg. of 2019 91% 53% 38%
    Avg. of 2020 86% 60% 26%

    Source: Chrome Live, Mkt- All India Urban, 2017-2020

     

    The Republic TV release added: “As seen 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. 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 chart that the share of news genre got expanded from 2017, post the entry of Republic TV.”

     

    Pankaj Krishna
    Pankaj Krishna

    Said Pankaj Krishna, Founder and CEO, Chrome DM in the communique: “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 1000+ 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. Most of the genres – be it News (Hindi/  English/ Regional), Music, Infotainment, the time spent per viewer limits to less than ten 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.”

    Vikas Khanchandani

    Added Vikas Khanchandani – Group CEO Republic Media Network: “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”.

     

    We chatted with Pankaj Krishna via WhatApp and asked him to validate the data. Our conversation:

    Us: Since I don’t track Chrome data on a regular basis, I would like to know if this data is good to be carried and inferred that Republic TV (English) has better OTS than Times Now. Or has it been sliced in a way that Republic OTS is seen to be better than Times Now when actually the converse is true?

    His answer: The data is fine. Also since Republic is Free to Air…

    Our revert: Thanks. Is there any data like this that could also place Times Now or any other channel ahead?

    Him: Negative – this is Universe data.

    Us, trying our luck: Given that broadcasters are known to slice data so that what is put across is favourable to them?

    Him: Correct. This can’t be discrete to cherrypicked data points

    Last one: Frankly, I don’t want to be seen having a bias in favour of any channel? 🙂

    Him: Same here…. I don’t have any inclination to any channel or newsroom or point of view- but beyond a point with proliferation of content, it does become a commodity – where availability plays a bigger role…

  • The study is conducted among 30,000 respondents with a turnaround time of three weeks

    Chrome DM launches OAP for broadcasters

    By A Correspondent

     

    Chrome Data Analytics and Media has launched ‘Chrome on-air presentation’ (Chrome OAP),a tool for broadcasters to optimise factors that determine viewers’ behaviour and engagement with on–air screen elements.

     

    Among several actionable insights, Chrome OAP will provide competitive comparison on: Anchor delivery / tenor / knowledge; graphical interaction with expert panel members; treatment to Live coverage; type of stories covered within the news genre; viewer take on pre-designed factors that make a show soar on popularity; screen-packaging (Astons, L Bands, Scrolls, Bugs, Clock etc.)

     

    These factors further disperse into several sub-parameters such as screen look and feel, graphics and texts, picture quality, camera angle, anchor tonality etc., thus giving a comprehensive report. The study is conducted among 30,000 respondents with a turnaround time of three weeks.

     

  • Arnab has made sure that the launch of Republic remains on everybody's mind, says Pankaj Krishna, Founder & CEO, Chrome DM

    Republic TV availability as on May 3: Chrome DM

    By A Correspondent

     

    MxM India asked Chrome Data, specialists in connectivity research, to give a report on the availability of Republic TV.

     

    Pankaj Krishna

    And this is what Pankaj Krishna, Founder & CEO, Chrome DM said: “Arnab’s comeback is being eagerly awaited by the Industry. Their bold, high-decibel marketing & PR blitz has grabbed all the right eyeballs, and the channel itself has not shied away from making its stand on burning issues known. Be it a Reddit AMA (Ask me Anything), probably a first for a senior editor, or the tongue-in-cheek hoardings, Arnab has made sure that the launch of Republic remains on everybody’s mind.”

     

     

    Specifically on the availability of the channels across the country, Krishna said: “Currently, on an average, an English News Channels has an availability of 45.1% among Urban Homes in India. With its soft launch, Republic has 18.4% Urban India availability (as per Chrome OTS or Opportunity to See, 3rd May 2017). In Mega Cities, Republic is currently available in 32% of the Households.” Pankaj Krishna, Founder & CEO, Chrome DM.”

     

    OTS is the actual census-based, percentage connectivity of a channel spread across 81 million homes, reported by Chrome Data Analytics & Media, spread across Analog cable, Digital Cable and DTH. The same is updated and reported to 350+ channels on a daily basis in Chrome Track 2.0

     

    We will try and bring you a similar report a week or two later.

     

  • With Chrome SES, broadcasters can obtain subscriber count by state/strata; mode of transmission- digital/DTH/analog; MSO; city/headend; SD/HD

    Chrome DM launches Subscriber Establishment Survey for broadcasters

    By A Correspondent

     

    Chrome Data Analytics & Media has released the latest round of‘Chrome Subscriber Establishment Survey’or ChromeSES, a Primary Research Survey used by broadcasters to prioritize channel placements across cable networks in India.

     

    With Chrome SES, broadcasters can obtain subscriber count by state/strata; mode of transmission- digital/DTH/analog; MSO; city/headend; SD/HD.

     

    With a field staff strength above 650+ on the ground and data collection units across urban and rural India, Chrome DM has also released the latest numbers on the current phase of digitization.

     

    The Chrome SES update released in February 2017 is a result of ground changes observed in the last quarter of 2016. The report contains a range of findings that would help broadcasters to obtain the latest transmission split insights within a market.

     

    Here is a snapshot of some of the findings:

    1. All India:Only 19 per cent analog connections left in Urban + Rural India as of Dec 2016, compared to 24 per cent in Sep 2016
    2. In Urban India, only 8 per cent of analog remains, largely in TN and AP.
    3. In Rural India, Analog connections make up 31 per cent. In Aug 2016, 37,000+ villages were analog, whereas in Dec, 32,000+ still remained analog.

     

    Speaking at the launch, Pankaj Krishna, Founder and CEO, Chrome DM said, “For Phase 4, the overall size of the market itself is a huge challenge. As the sun sets upon Analog in India, we are monitoring the Transition from Analog to Digital across the Country. In the period between September to December, Madhya Pradesh & the North Eastern states have been the frontrunners, whereas Tamil Nadu & Karnataka have been found to be lagging.”

     

  • It is an online application which has been designed to depict feed tracking for each headend

    Chrome DM launches Interconnexion for broadcasters and distribution service providers

    By A Correspondent

     

    Chrome Data Analytics and Media has launched Chrome Interconnexion, for broadcasters and distribution service providers. Chrome Interconnexion is an unprecedented, exclusive database of distribution interconnections across urban India. It is an online application which has been designed to depict feed tracking for each headend, from the parent headend till the last headend.

     

    Speaking at the launch, Pankaj Krishna, Founder and CEO, Chrome DM said, “The objective of offering such a comprehensive platform to broadcasters is to ensure Transparent Deals in the Broadcaster-MSO Ecosystem. With Chrome Interconnexion, broadcasters will be able to track source feed of Fluctuations and take prompt corrective action. ”

     

    In broadcast distribution (Distribution of a Channel from a Service Provider to Consumer) there are Multi System Operators like Den, Hathway, Siti Cable etc and Local Cable Operators. As a Standard operation procedure an MSO provides same feed (line up of channels) to a lot of local cable operators across various areas of operations.  For example, a Den in Kanpur might be providing its feed to multiple smaller players, who would provide the same feed to viewers.

     

  • According to the report, in Urban India, 6% and 24% of the population accesses OTT on a daily and weekly basis respectively.

    Chrome Data publishes report on OTT rise

    By A Correspondent

     

    Chrome Data Analytics and Media, a leading research and data analytics firm, has released ‘Now Streaming: OTT’, a report around the rise and penetration of OTT players in India.

     

    The report covers key aspects of the evolution of the OTT industry, which primarily gives broadcasters, advertisers and OTT players a deeper insight into their key target markets. The report points out a range of findings that would help one understand the OTT Landscape in deeper detail. Here are some findings:

     

    1) In Urban India, 6% and 24% of the population accesses OTT on a daily and weekly basis, respectively.

    2)  More than 50% of the viewers still prefer TV as the 1st screen for viewing.

    3)  Exclusivity of content helps increase awareness and eyeballs for the Platform.

    4)  User Experience on smartphones plays a vital role in driving penetration. Currently, smartphones hold only 29% penetration.

    5)  On Subscription,

    i. More than 75% of the audience prefers free services with Ads as they are already paying for Internet services.

    ii. Rest of the population is ready to pay for the services with subscription amount varying on the basis of gender, age group and geography.

    6)  The potential of ‘Offline’ mode in India is quite high because of infrastructural issues & high cost of unlimited internet.

    7)  The potential of ‘Offline’ mode varies with gender, age group and geography of the consumer.

    8)  The same Viewer behaves differently over Television & OTT.

    i. Solo Viewing is not the only reason for pushing viewers to OTT.

    9)    OTT players should focus on Regional content as inclination towards Regional content is increasing.

     

    Talking about the growth potential of OTT, Pankaj Krishna, Founder and CEO, Chrome DM said: “The entire internet base which is 464 million today, qualifies for OTT’s growth potential. However, infrastructure enhancement and low-cost unlimited internet plans are the key drivers that will exponentially help in reaching and further increasing the potential base itself.”

     

    According to a communique, Chrome DM has also outlined the consumer profiles in detail, by classifying them into broad segments, listing out characteristics basis genres consumed. The characteristics defined for each of them gives consumer insights that will be of use to OTT players, Broadcasters as well as advertisers.

     

  • The calculator uses Chrome DM's proprietary tools to layer the Network-wise/Channel-wise viewership and project the off-take of channels at a household level

    Chrome DM unveils Chrome Rate Impact Calculator for broadcasters

    By A Correspondent

     

    Chrome Data Analytics and Media has launched the Chrome Rate Impact Calculator for broadcasters and distribution service providers, to analyse the impact of TRAI’s latest recommendation at a market, network and Channel level vis-à-vis the Broadcaster’s current deals.

     

    Designed to interpret TRAI’s recent Tariff Order, the calculator uses Chrome DM’s proprietary tools to layer the Network-wise/Channel-wise viewership and project the off-take of channels at a household level.

     

    Chrome Data Analytics & Media, being a central industry body, with over 450 broadcasters availing its Distribution Audit Services, aims to simplify the understanding of the impact of the TRAI recommendations on the Net Revenue earned by broadcasters.

     

    With the CRIC, the broadcaster will be able to access the following insights:

    – A channel- wise potential subscription revenue, post implementation of TRAI’s new price recommendation.

    – The potential off take of subscribers, split by Channel.

    – The projected carriage fee payable, split by Channel.

    – CPS variance, current vis-à-vis the new price recommendation.

     

    Speaking at the launch, Pankaj Krishna, Founder and CEO, Chrome DM said, “TRAI’s latest tariff order which includes recommendations on the rates applicable for subscription and carriage fee calls for an understanding of its impact on the industry. CRIC has been created to assist broadcasters on the same.