Watching Priorities of Tamil Infotainment Programmes by Chennai TV Viewers

Abstract

Identification of key aspects of television watching habits and the behaviour of Chennai viewers in
terms of watching their selective infotainment programmes help the channels, programmers, and
the advertisers to penetrate their audience and strengthen their market-driven business. The TV
operators, programmers and owners develop a clear vision of their targeted audience which helps
them improvise the content, presentation, timing, and marketing strategies for high yielding
prospects. Chennai is a mixture of different demographic settlements, people come here from
various parts of Tamil Nadu, a South Indian state. The nature of the results can be extended to a
larger Tamil audience. The current research focuses on the people’s television viewing patterns,
their behaviour and habits. It also explores the attitudes of multiple demographic audiences
towards their engrossment for television programmes of different genres. It aims to understand the
viewing patterns of various demographic audiences; finds out the ratio of viewership for each of the
programmes genres; and, explores television viewing habits of Chennai audience.