By Bharath Manjesh
Bangalore, Oct 12, 2017: Hindi is the dominant language and English comes in at second, in terms of viewership among children in India, says a May, 2017 report from Broadcast Audience Research Council (BARC).
The report from BARC, the television rating points measurement system in India, shows Hindi has a 51 per cent viewership across all channels and age groups combined. Furthermore, Hindi has a viewership of 59 per cent among children in the ages between 2 and 14. That’s an eight per cent difference, the highest among any language, including English.
English has a marginally higher proportion by one per cent. The rest of the languages such as Telugu, Tamil, Gujarati, Assamese, among others, have a slightly lower proportion by one to two per cent.
This could be an indicator that Hindi has gained ground among children—even in non-Hindi speaking states—and advertising is a gauge to see where the eyeballs are. “Advertising for Hindi-programming has increased over the years,” said Reshma Unni, Associate Director of Turner International, the parent company of Cartoon Network and Pogo. “But, you must also look at which languages all the popular content is available in. For instance, Cartoon Network airs in four languages—English, Hindi, Tamil, Telugu. If a show is made in all four languages, we will air it in all four, otherwise only the languages the show has been made in,” she added.
“While the BARC report says Hindi is the dominant language, the thing to keep in mind is, the way the BARC reports are set up, more weighting is given to HSM (Hindi speaking markets),” said Ms. Unni. BARC, on it’s website, says, “The Weighting process assigns a weight or factor to each household and each household member that reflects their proportionate representation.”
The report says while Hindi is the dominant language when all channels are taken into account, the key takeaway is the high English consumption among children’s’ channels. English has a three per cent viewership share for children between the ages two and fourteen, across all channels combined. But, for the same age group, it has a 21 per cent viewership share across children’s’ channels only.
The report says more and more children are comfortable consuming English content by themselves, as opposed to with their families, which continue to prefer content in regional languages. BARC used a 20-week average between April to May, 2017.
BARC readings come from data gathered from 20,000 reporting homes scattered across the country.
Originally published on TheSoftCopy