mxm-mrss study on english news channel

Research Report for MxMINDIA

© Copyright – MRSS India May 2017

KEY OBJECTIVE

2

Quick dipstick on the English News Channel Audience:

• Profile,

• Preferences,

• Views,

• Desires and

• Trusted Sources of News.

Poll among English News Channel Viewers

Structured questionnaire was developed by MRSS India

An online questionnaire of LOI 5 – 10 minutes administered amongst the target group

Largely pre-coded online questionnaire prepared and was answered by identified target audience from MRSS India Database

The questions was designed to gauge awareness of newly launched Republic news channel, preference and perception of various issues pertaining to News channels programs and their treatment.

3

Preferences

Judgment based on attitude and profile of

the viewers

Strong, Favourable & Unfavorable AssociationsAssociation

Judgment

Mind Response

COVERAGE

4

Centres

Mumbai, Delhi, Bangalore,

Kolkata, Chennai and

Ahmedabad.

Total Sample size:

600 spread across these top

4 metros and 2 Mini-Metros

Sample coverage:

Male : Female (60:40)

Age groups (20 – 30, 31 – 40, 40 –

50, 50+ yrs.)

We covered

5

DEMOGRAPHICS

Demographics

6

All values are percentages

BASE : 600

• In the telephonic survey conducted, of the 600 respondents contacted there were 40% females and 60% males (as per study design parameters).

Willing to be a participate in telephonic survey

Gender

Yes 100%

40%

60%

Demographics

7

23%

26%26%

25%

21 – 30 years 31 – 40 years

41 – 50 years 51 – 60 years


BASE : 600

• Age distribution was fairly spread across the four age groups, primarily salaried professionals made up the highest proportion of the sample (33%) followed by SEP’s (24%) and Businessmen (20%), students and housewives constituted 12% each.

Age in completed years

12%

33%

24%

20%

12%

Student

Salaried Professional

Self employed

Businessman

Housewife

Occupation

17%

17%

17%

17%

17%

17%

DELHI

MUMBAI

BENGALURU

CHENNAI

KOLKATA

AHMEDABAD

Demographics

8

Q.6. What is your educational qualification?Q.7. Please tell us your city of residence?


BASE : 600

• As per research design we have equal representation in all the 6 cities that we researched.• Overall more than 90% of respondents were graduates.

Educational qualification City of residence

1%

8%

28%

20%

20%

20%

5%

Schooling till 10th Std

Junior college till 12th Std

Graduate – General

Graduate – Professional

Post Graduate - General

Post-Graduate – Professional

Diploma/ Vocational degree

9

REPORT FINDINGS

22%

41%

27%

10%

Old Wine

Better than others

More credible

Just noise

Awareness of Republic TV

10


BASE : 600

• A healthy 69% of contacted respondents mentioned they are aware of ‘Republic TV’ English news channel• Most of them (41%) perceive it to be ‘Better than Others’.

Awareness Statements applicable

69%

31%

Yes No

Base: IF Yes Coded in Q9 : 416

Awareness of Republic TV

11


BASE : 416

• Among those aware of Republic TV, Centre wise, Mumbai (41%) perceive it as ‘More Credible’, Delhi (39%) find it ‘Old Wine …’,Bangalore, Chennai, Kolkata and Ahmedabad English news channel viewers find Republic TV ‘Better than others’.

StatementOverall

416Delhi

62Mumbai

69Bangaluru

78Chennai

71Kolkata

72Ahmedabad

64

Old Wine 22% 39% 23% 28% 11% 3% 33%

Better than others 41% 29% 29% 42% 55% 50% 41%

More credible 27% 23% 41% 23% 31% 24% 23%

Just noise 10% 10% 7% 6% 3% 24% 8%

29%

66%

82%85%

32%

45%

19%

72%

35%

18%15%

68%

55%

81%

News delivery Analysis andinterpretations

Breaking news Debate Sports news Business news Soft news

Noisy and aggressive approach Softer approach

Most appropriate approach – Overall

12


BASE : 600

• Aggressive approach is found more appropriate for Debates, Breaking news and Analysis & interpretations.• Whereas, softer approach is found more appropriate for News deliver, soft news, sports and business news.

Most appropriate approach

13


BASE : 600

Statement ApproachOverall

600Delhi100

Mumbai100

Bangaluru100

Chennai100

Kolkata100

Ahmedabad100

News

delivery

Noisy and aggressive 29% 32% 12% 54% 20% 12% 41%

Softer 72% 68% 88% 46% 80% 88% 59%

Analysis and

interpretations

Noisy and aggressive 66% 84% 91% 46% 48% 79% 45%

Softer 35% 16% 9% 54% 52% 21% 55%

Breaking newsNoisy and aggressive 82% 91% 97% 77% 84% 95% 49%

Softer 18% 9% 3% 23% 16% 5% 51%

DebateNoisy and aggressive 85% 95% 97% 83% 92% 96% 47%

Softer 15% 5% 3% 17% 8% 4% 53%

Sports newsNoisy and aggressive 32% 7% 3% 34% 26% 77% 46%

Softer 68% 93% 97% 66% 74% 23% 54%

Business newsNoisy and aggressive 45% 41% 47% 46% 45% 36% 57%

Softer 55% 59% 53% 54% 55% 64% 43%

Soft newsNoisy and aggressive 19% - - 40% 25% - 51%

Softer 81% 100% 100% 60% 75% 100% 49%

64%

57%

36%

43%

Opinionated ( firmly or unduly adhering to one'sown opinion or to preconceived notions)

Activist (campaigning to bring about political orsocial change)

Yes No

News channel be

14


BASE : 600

• Most viewers look at News channels to be opinionated but there is also a strong sense of believe that news channels should also play a vital role in bringing about political or social changes.

Statement ResponseDelhi100

Mumbai100

Bangaluru100

Chennai100

Kolkata100

Ahmedabad100

Opinionated Yes 40% 47% 85% 80% 75% 56%

No 60% 53% 15% 20% 25% 44%

Activist Yes 45% 45% 59% 65% 59% 67%

No 55% 55% 41% 35% 41% 33%

Source you trust more

15

51%42%

7%

News Paper News Channels Websites


BASE : 600

• Overall, print is a more trusted source (51%), closely followed by News channels, currently online (websites) are not considered a trust worthy source. News paper is more trusted by viewers in New Delhi, Bengaluru, Kolkata and Chennai. News Channels are considered better trusted source by viewers in Mumbai and Ahmedabad.

SourcesDelhi100

Mumbai100

Bangaluru100

Chennai100

Kolkata100

Ahmedabad100

News Paper 53% 37% 69% 61% 54% 31%

News Channels 39% 48% 25% 36% 44% 60%

Websites 8% 15% 6% 3% 2% 9%

30%

54%

13%

3%

News Paper

News television

Websites ofnewspapers / TV

channels

Standalonewebsites

Source do you go FIRST to verify news

16Q.14. Which source do you go FIRST to verify news


BASE : 600

• When it is need to verify news, the first source is News Television (54%). This is more in Chennai (54%), Kolkata (68%) and Ahmedabad (67%).

StatementDelhi100

Mumbai100

Bangaluru100

Chennai100

Kolkata100

Ahmedabad100

News Paper 46% 33% 44% 20% 28% 10%

News television

42% 51% 40% 54% 68% 67%

Websites of newspapers / TV channels

12% 12% 12% 23% 3% 18%

Standalone websites

- 4% 4% 3% 1% 5%

33%

32%

20%

7%

3%

2%

4%

Arnab Goswami

Rajdeep Sardesai

Barkha Dutta

Vikram Chandra

RahulShivshankar

Navika Kumar

Rahul Kanwal

Most trusted news anchor

17

Q.15. I will read out the list, mention the best and most trusted news anchor according to you? (Start from a different name each time and rotate the list)


BASE : 600

• Arnab and Rajdeep are considered the most trusted news anchor by close to 1/3rd of the viewers. Barkha comes at third place.• Arnab leads comfortably in Bengaluru and Kolkata. Rajdeep has higher trust value in New Delhi, Mumbai and Chennai. Barkha is

relatively strong in Ahmedabad and Chennai.

StatementDelhi100

Mumbai100

Bengaluru100

Chennai100

Kolkata100

Ahmedabad100

ArnabGoswami

22% 27% 48% 26% 43% 31%

RajdeepSardesai

47% 34% 31% 33% 26% 18%

Barkha Dutta 8% 13% 16% 29% 22% 29%

VikramChandra

16% 10% 3% 8% 0% 7%

Rahul Shivshankar

1% 7% 2% 2% 0% 6%

Navika Kumar 4% 5% 0% 1% 0% 4%

Rahul Kanwal 2% 4% 0% 1% 9% 5%

15%

23%26%

31% 32%

16% 15% 16%

41%

35%

6%

BTVI CNBCTV18

CNN-News18

IndiaToday

NDTV 24x7 NDTVProfit

News9 NewsX RepublicTV

Times Now Wion Tv

See in past 1 week

News channels visited in past 1 week

18Q.17. Which all news channels did you see in the past one week?


BASE : 600

• Among the English news channels visited in last 1 week, Republic TV was 41%, Times Now is 35%, followed by NDTV 24x7 is 32%.

Therefore

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• Majority of English news channel viewers mentioned they are aware of ‘Republic TV’ English news channel and most of them (41%) perceive it to be ‘Better than Others’.

• Centre wise, Mumbai (41%) perceive it as ‘More Credible’, Delhi (39%) find it ‘Old Wine …’, Bangalore, Chennai, Kolkata and Ahmedabad English news channel viewers find Republic TV ‘Better than others’.

• Aggressive approach is found more appropriate for Debates, Breaking news and Analysis & interpretations. whereas, softer approach is found more appropriate for News deliver, soft news, sports and business news.

• Most viewers look at News channels to be opinionated but there is also a strong sense of believe that news channels should also play a vital role in bringing about political or social changes.

• Overall, print is a more trusted source (51%), closely followed by News channels, currently online (websites) are not considered a trust worthy source. News paper is more trusted by viewers in New Delhi, Bengaluru, Kolkata and Chennai. News Channels are considered better trusted source by viewers in Mumbai and Ahmedabad.

• When it is need to verify news, the first source is News Television (54%). This is more in Chennai (54%), Kolkata (68%) and Ahmedabad (67%).

• Arnab and Rajdeep are considered the most trusted news anchor by close to 1/3rd of the viewers. Barkha comes at third place. Arnab leads comfortably in Bengaluru and Kolkata. Rajdeep has higher trust value in New Delhi, Mumbai and Chennai. Barkha is relatively strong in Ahmedabad and Chennai.

• Among the English news channels visited in last 1 week, Republic TV was 41%, Times Now is 35%, followed by NDTV24x7 is 32%.

mxm-mrss study on english news channel

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