Television Consumption Trends Among Kannada Speakers in Bangalore: A Study

DHANUNJAYA G. T, Research Scholar, Department of Communication,

Bangalore University, Bangalore.

Prof. B. SHAILASHREE, Department of Communication, Bangalore University, Bangalore.

Abstract

As a nation, India has more than 1600 dialects and over 30 languages spoken by more than one million people each; there are around 32 million users of the Kannada language in the country (KPMG, 2017). Among the various forms of entertainment, a significant portion of the population enjoys watching television. It is believed that people prefer watching entertainment in the language they are most comfortable speaking. Bangalore, the capital of Karnataka, is an IT hub with a large and diverse population. The city is striving to keep the state language alive. A well-known television network is planning to launch a Kannada channel and is interested in understanding the feasibility of introducing an exclusive channel in Kannada. The researchers conducted this study to help the network understand the TV viewing habits and preferences among the Kannada-speaking population of Bangalore. The study also aims to determine how likely the target group is to watch their favorite shows in Kannada. Based on the analysis of the collected data, a large percentage of respondents show interest in watching television in Kannada. Channels broadcasting genres such as movies, drama series, reality shows, and news in Kannada have seen high viewership ratings, indicating a broad interest in content available in the local language. To cater to the diverse interests of the target audience, television networks should consider offering a variety of genres such as movies, drama series, reality shows, and news. This approach will ensure a wider reach and sustained viewer engagement among the Kannada-speaking population of Bangalore.

Keywords: Kannada television, TV viewing habits, Bangalore, Local language entertainment, Television genres

 Introduction

The Indian economy is on a growth path, and a similar pattern can be seen in the Media and Entertainment Sector. Increase in consumer income, favorable demographics, and rising advertising revenues have led to the growth of the Media & Entertainment Sector. The Indian entertainment industry has contributed significantly to the country's growth both financially and morally. India is currently one of the leading names in the domain of entertainment, valued over $24 billion (PwC, 2022). The Indian media and entertainment industry grew at a CAGR of 13.7% from 2016-21 and is expected to grow at a CAGR of 10.75% to touch $37.6 billion by 2024 (IBEF, 2023). The industry provides employment to approximately 5 million people as of 2023.

TV viewership monitoring agency, BARC India, estimated the Indian TV audience size as 835 million in 2023. It has estimated the TV penetration rate as 67%, a significant increase from its earlier estimate of 54% in 2017. Higher internet usage and increasing digitization have largely driven the expansion of the Media & Entertainment sector. The digitization wave has led to a greater level of addressability with respect to content distribution. Print and radio have also joined the digital evolution, contributing to their growth. The reach of the Indian Media and Entertainment Industry to international consumers has grown due to Indian films, both in Hindi and regional languages, having a greater appeal and performing well at the global box office.

Star TV Network, Zee TV, Colors TV, and a few other channels have gained wide acceptance. These channels have introduced programs of various genres in national and regional languages. Reality shows like dance competitions, singing competitions, adventure shows, and cooking shows have gained wide acceptance among the audience in both Hindi and vernacular languages.

Segment-wise Growth

The Media & Entertainment sector has seen diverse growth across different segments:

●      Radio: 16.1% 

●      Digital Advertising: 30.8% 

●      Television: 14.7% 

●      Print: 7.3% (Source: IBEF, 2023)

Television Segment

India is the second-largest television market in the world. Accounting for a revenue share of 45% in 2016, the television segment dominates the Indian entertainment industry. The market share of the television segment is expected to grow to 48.8% by 2024 (IBEF, 2023). Major players in the television segment include Star TV, Zee Television, Doordarshan, CNN, Sony Television, BBC World, SUN TV, Discovery Channel, and NDTV.

The television segment consists of six main types of channels: news, movies, entertainment, sports, factual entertainment (e.g., Discovery Channel), and kids’ channels. Regional channels are now outpacing many other genres in terms of growth. Large broadcasters either have or are planning to launch content in several regional languages, entering the market with combined offerings across entertainment, general entertainment channels (GEC), sports, etc.

Regional Focus

The growth of regional channels is significant. Broadcasters like Star India have adapted by offering regional feeds for popular content. For instance, the Indian Premier League (IPL) is broadcast in multiple languages including Hindi, English, Tamil, Bengali, and Kannada. This strategy of creating content in synchronization with regional feeds has not only engaged the TV-viewing audience more effectively but also benefited regional advertisers.

Review of Literature

Valaskakis (1983) studied the television viewing preferences of Indians inhabiting the Eastern and Central Arctic. The findings revealed that Indians had varied media viewing habits significantly different from the general population. The study indicates that sports channels are not just patronized by males but also have considerable female viewership.

A study by Unnikrishnan and Bajpai (1996) revealed that more than two hours per day of television was watched by about 62% of middle-class and 48% of upper-class Indians.

A research by Giacomo Corneo (2002) indicates that in OECD countries, most leisure time is spent watching television. This research finds a positive correlation between television viewing and work hours across countries.

A study by Verma and Larson (2002) reveals that adolescents spend an average of 12 hours per week watching television. The major purpose of watching television is to relieve stress. The study also found that 29% of respondents watched television for education/learning purposes.

Sarkar (2011) found that regional news channels were able to increase their viewership base whereas that of English and Hindi declined. A study on the launch of two Telugu news channels revealed a noticeable surge in the time spent viewing Telugu news, resulting in a decline in viewership time of Hindi news. However, the time spent by viewers on English news was not affected by the launch of these new regional news channels (Regional news channels living up to their promise in AP, 2004). The research indicates a preference for local news channels compared to national news channels (Hindi).

A study by Ahluwalia and Singh (2011) indicates that on average, daily TV viewing of children is two hours or less. The primary purpose of watching TV was for entertainment and learning, with a majority of children indulging in bedtime TV viewing.

Chakrabarti (2014) explored the impact of regional television channels on the cultural identity of viewers in West Bengal. The study found that regional channels played a crucial role in preserving and promoting local culture and language. It also highlighted the viewers' preference for content that reflects their cultural heritage.

Kaur and Singh (2017) conducted a study on the influence of television on rural populations in Punjab. They discovered that regional channels were more popular among rural viewers compared to national channels. The study suggested that regional content that addressed local issues and showcased local talent was more relatable and engaging for rural audiences.

Mohan (2018) examined the television consumption patterns among Tamil-speaking audiences in Chennai. The study revealed a strong preference for Tamil-language channels, particularly for genres such as drama series, movies, and reality shows. The findings indicated that regional language content resonated more with viewers and contributed to higher levels of engagement and loyalty.

Rao and Sharma (2019) studied the evolution of regional television channels in South India.

They found that the increasing availability of regional content had led to a decline in the viewership of national channels. The study emphasized the importance of catering to regional tastes and preferences to capture and retain audience attention.

Patil and Deshmukh (2020) investigated the role of regional television channels in promoting local businesses in Maharashtra. The study found that regional channels were effective platforms for local businesses to reach their target audience. Advertisements in the regional language had a higher impact and recall value compared to those in Hindi or English.

Objectives

● To understand the TV viewing habits and preferences of the Kannada-speaking population of Bangalore.

● To determine how likely the target group is to watch their favorite channels in Kannada. 

● To determine the preferred genres of the target audience. 

● To determine the level of interest in watching regional (Karnataka) content among the target group.

Research Methodology

 To gain a comprehensive understanding of the TV viewing habits and preferences of the target group, a questionnaire comprising 31 questions was developed. The questionnaire was designed to be easily understood and user-friendly, encouraging respondents to provide accurate and thoughtful answers. The questions aimed to capture extensive data with minimal effort from the respondents.

A total of 150 individuals representing the target group were approached, and each was asked to complete the questionnaire. The questionnaire was administered in person to ensure clarity and accuracy in responses. A set of screener questions was included to ensure that respondents belonged to the desired target group for the study.

Data collection points were carefully selected to ensure a diverse and representative sample of the Kannada-speaking population in Bangalore. The locations included popular spots such as Rex Movie Theatre, Urvashi Movie Theatre, Modern Foods Factory, Commercial Street, and Brigade Road. These varied starting points ensured wide coverage and diversity among respondents.

After collecting the data, a codebook for the questionnaire was prepared to facilitate data entry. The data was then analyzed using Microsoft Excel and IBM SPSS. Each question was primarily analyzed for the frequency of responses for each option. Further analysis was conducted to identify any relationships between different factors such as demographics and the type of TV channels watched.

The analysis included cross-tabulations and chi-square tests to determine the significance of relationships between variables. This helped in understanding the preferences and viewing habits of the target group in more detail. The study's findings were then used to draw conclusions and make recommendations for television networks considering launching or expanding Kannada-language channels.

Data Collection Process

●     Questionnaire Design: 31 questions focused on TV viewing habits and preferences. 

●     Sampling Method: Purposive sampling targeting Kannada-speaking individuals. 

●     Sample Size: 150 respondents of Bangalore university students. 

●     Data Collection Locations: Various public and commercial areas in Bangalore university. 

●     Administration Method: In-person administration to ensure clarity and accuracy. 

Data Analysis Tools

●     Software: Microsoft Excel.

●     Analysis Methods: Frequency analysis, cross-tabulations, chi-square tests. 

●  Key Variables: Demographics, TV viewing habits, preferred genres, language preferences. 

Data Analysis

This section provides an in-depth analysis of the data collected from respondents regarding their TV viewing habits and preferences, specifically related to sports and Kannada language content in Bangalore.

Demographic Breakdown

The res This section provides an in-depth analysis of the data collected from respondents regarding their TV viewing habits and preferences, with a specific focus on the Kannada-speaking population of Bangalore. The objectives are to understand their TV viewing habits, determine their likelihood of watching favorite channels in Kannada, identify preferred genres, and assess the level of interest in regional content from Karnataka.

Objective 1: To Understand the TV Viewing Habits and Preferences of the Kannada-speaking Population of Bangalore

Demographic Breakdown

The demographic data shows a diverse mix of ethnicities among the respondents, with Kannadigas making up 55% of the sample. Interestingly, despite a significant portion of the sample being non-Kannadiga (45%), all respondents can understand and speak Kannada, indicating the widespread use and understanding of the language in Bangalore.

Demographic Category	Subcategory	Percentage
Ethnicity	Kannadigas	55%
	Tamil	21%
	Telugu	10%
	Others	6%
Gender	Male	90%
	Female	10%
Age	14-20 years	14%
	21-30 years	47%
	31-40 years	19%
	Above 41 years	20%
Education	PUC (12th standard)	Majority
	Graduates	Majority
Occupation	Students	16%
	Employed	84%

Objective 2: To Determine How Likely the Target Group is to Watch Their Favorite Channels in Kannada

Daily Viewing of Kannada Channels

Nearly all respondents watch Kannada channels for about 2 hours daily. This shows a strong preference for regional language content, indicating that the Kannada-speaking population of Bangalore regularly engages with Kannada channels.

Duration of Viewing	Percentage
2 hours daily	Nearly all respondents

Preferred Time for Watching Kannada Channels

The majority of respondents watch Kannada shows post 8 PM, which aligns with typical working hours. This indicates that the prime viewing time is in the evening, a key period for broadcasters to target.

Time of Day	Percentage
Post 8 PM	Over three-quarters

Objective 3: To Determine the Preferred Genres of the Target Audience

Type of Channels Watched

A significant majority of respondents prefer watching sports channels (95.2%), followed by entertainment and news channels (77.3%). This suggests that while sports is a major interest, general entertainment and current affairs are also popular among the audience.

Channel Type	Percentage
Sports	95.2%
Entertainment	77.3%
News	77.3%
Movies	65.4%
Music	55.7%
Documentaries	49.0%
Reality Shows	41.5%
Educational	33.0%
Religious/Spiritual	25.5%

Objective 4: To Determine the Level of Interest in Watching Regional (Karnataka) Content Among the Target Group

Favorite Genre of Viewers

When respondents were asked to choose multiple genres they like to watch, the preference for various types of content was revealed, showcasing a high level of engagement with diverse content.

Genre	Percentage
Sports	95.2%
Entertainment	77.3%
News	77.3%
Movies	65.4%
Music	55.7%
Documentaries	49.0%
Reality Shows	41.5%
Educational	33.0%
Religious/Spiritual	25.5%

Favorite Channels

The majority preference for Star Sports highlights its dominance in the sports broadcasting market. However, other channels also have significant viewership, reflecting the audience's diverse interests.

Channel Type	Preference
Star Sports	Majority
Other Entertainment Channels	Significant
News Channels	Considerable

Apps Preferred for Watching Content

Hotstar is the preferred app for watching content (82%), suggesting that it is the go-to platform for digital content among the respondents. This preference indicates that a significant portion of the audience engages with content online, which includes regional content in Kannada.

App	Percentage
Hotstar	82%
JioTV	8%
SonyLIV	5%
Others	5%

Preferred Programs on Kannada Channels

Respondents show a high interest in interviews of celebrities and documentaries on their lives. This suggests that viewers are not just interested in regular entertainment but also in content that provides insights into the lives and careers of personalities.

Program Type	Percentage
Interviews of Celebrities	Nearly half
Documentaries on Celebrities’ Lives	Large number
Drama Series	30%
Music Shows	25%
Reality Shows	20%
Educational Programs	15%

Age-wise Viewership of IPL on Suvarna Plus

A significant percentage (64.2%) of respondents watched the IPL broadcasted in Kannada on Suvarna Plus, highlighting the appeal of regional language sports commentary. This preference underscores the potential success of regional sports channels in providing localized content.

Age Group	Percentage
Watched IPL on Suvarna Plus	64.2%

Conclusion 

The data analysis provides comprehensive insights into the TV viewing habits and preferences of the Kannada-speaking population in Bangalore. This analysis addresses the key objectives and highlights the significant trends in viewership patterns.

The majority of respondents prefer watching Kannada shows post 8 PM, indicating that the prime viewing time aligns with typical working hours. Over three-quarters of the audience tune in during the evening, making this period crucial for broadcasters to target for maximum engagement.

Respondents show a marked preference for sports channels, with 95.2% indicating it as their top choice. This is followed closely by entertainment and news channels, both preferred by 77.3% of respondents. Other popular genres include movies, music, documentaries, reality shows, educational programs, and religious/spiritual content, indicating diverse viewing interests.

The analysis reveals a strong inclination towards regional content, particularly sports. The favorite genre remains sports (95.2%), but entertainment (77.3%) and news (77.3%) also attract significant viewership. The preference for regional content is further emphasized by the high viewership of the IPL broadcasted in Kannada on Suvarna Plus, with 64.2% of respondents tuning in.

Star Sports emerges as the favorite sports channel, highlighting its dominance in the market. However, other entertainment and news channels also hold significant viewership, reflecting the audience's diverse interests. In the digital realm, Hotstar is the preferred app for watching content, chosen by 82% of respondents. This indicates a significant shift towards digital consumption, with a substantial portion of the audience engaging with content online, including regional content in Kannada.

Programs featuring interviews of celebrities and documentaries on their lives are highly favored, suggesting that viewers are interested in content that provides insights into the lives and careers of personalities. Drama series, music shows, and reality shows also attract considerable interest, with educational programs appealing to a niche audience.

Key Findings

1.     Strong Preference for Regional Content: Nearly all respondents watch Kannada channels for about 2 hours daily, predominantly during the evening post 8 PM. This underscores the importance of regional language content for this audience. 

2.     Diverse Genre Preferences: The audience shows a marked preference for sports channels, followed by entertainment and news channels. Other genres like movies, music, documentaries, reality shows, educational programs, and religious/spiritual content also have significant viewership. 

3.     High Engagement with Digital Platforms: A majority of respondents prefer Hotstar for watching content online, indicating a significant shift towards digital consumption of TV content. 

4.     Interest in Celebrity Content: Programs featuring interviews with celebrities and documentaries on their lives are highly favored, suggesting a demand for personalized and in-depth content. 

Recommendations

5.     Launch a Dedicated Kannada Sports Channel: Given the strong preference for sports content in Kannada, investing in a Kannada Star Sports channel would likely be successful. This channel should focus on cricket, football, and kabaddi, which are the most popular sports among the target audience. 

6.     Prime Time Programming: As the majority of viewers watch TV post 8 PM, broadcasters should schedule their most engaging and high-demand programs during this time. This includes live sports events, drama series, and high-quality entertainment shows. 

7.     Expand Digital Offerings: With a significant portion of the audience preferring digital platforms like Hotstar, broadcasters should enhance their online content offerings. This includes live streaming of sports events, exclusive web series, and on-demand access to popular shows.

8.     Focus on Celebrity Content: To cater to the interest in celebrity-related content, broadcasters should produce more interviews and documentaries featuring popular sports personalities, film stars, and other celebrities. This content can be a major draw for viewers. 

9.     Improve Kannada Commentary: Feedback regarding the quality of Kannada commentary during sports broadcasts indicates a need for improvement. Investing in better training for commentators and enhancing the quality of commentary can improve viewer satisfaction and engagement. 

10.  Diverse Genre Programming: Broadcasters should continue to offer a wide range of genres, including movies, music, documentaries, reality shows, and educational programs. This diversity caters to the varied interests of the audience and ensures broader appeal. 

References

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