Why TV channels love Anna Hazare

Posted on August 21, 2011


He makes money for them, as a monitoring of news clips and their advertising value in April this year, show. This document highlights the number of news clips carried and their equivalent ad value on various television Channels.
So just how much money did TV channels make from covering Anna Hazare’s fast in April, the first time around? Esha News Service, a broadcast monitoring and analysis service has  generated what it calls a a television monitoring intelligence  report on the total advertising value of  the coverage given to Anna Hazare’s fast, 3-11 April, 2011. According to type of channel and time of day.  And guess what, it was a money spinner.
This document highlights the number of news clips carried and their equivalent advertisement value on various television Channels, which comes to a total of Rs 175.86 crore across channels. The blanket coverage totalled 655 hours and produced a total of 5657 news clips on prime time and non prime time taken together.
Of this the total prime time coverage was a total of 1224 clips, across 152 hours, with an ad value of Rs 52.47 crore. Non-prime time coverage, the blanket breaking news stuff through the day, yielded an ad value of 123.39 crore.
The monitoring agency has also classified the coverage tone wise, and here is how it looks: negative 65, positive 5592. Clearly, the channels strove to give viewers coverage they thought they would approve of.
The 8th of april, when the coverage peaked, saw 167 hours of news coverage, worth Rs 30 crore in ad value.
The business channels too thought it worth their while to cover the movement and across 6 channels had some 108 hours of coverage that week valued at  Rs 38 crore.

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