Influence of REACH on Ratings

 The availability of a TV channel influences its Ratings according to the TAM Data. The cooperation of the MSOs and Cable Operators makes all the difference. The figures for the month of June 16 to July 15  show  this trend. The figures indicate the percentage of  houses with cable connection in the country which have the facility to watch the particular channel on their TV.

 

The national level data show that TV5 reaches 6.86% of houses while TV9 reaches 9.46%, ETV2  8.64%, NTV 6.95 % and Gemini News 5.35%. The Ratings are in the order of TV9, ETV2, TV5, NTV and Gemini News. Here, the reach of NTV is more than TV5 but the ratings are slightly lower. This is a plus point for TV5. There is scope for enhancing its reach.

 

When we see the reach in Hyderabad City alone, TV9 reaches 82.29% of houses with Cable connection while ETV2 is available to 79.05%, NTV 62,41%. TV5 63.27% and Gemini News to 35.13%. The ratings of TV5 in Hyderabad city are far better than NTV and the reach is also one of the factors.

 

Hence the role of the MSO/Cable Operator has become very much important. First, he has to give the channel thus keeping it available for browsing. Then only the there will be a possibility of watching it. It is then the burden of the channel to keep him attracted to the channel. That is why the MSOs are demanding huge sums of Carriage Fees.