Illustrative engagement. A representative scenario showing how we approach this kind of work in broadcasting. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping broadcasting
TV and radio broadcasters need evidence on programming, audiences and advertiser value in a market shared with streaming and social video.
- Linear viewing competes with streaming
- Radio remains strong in cars and smaller towns
- Advertisers want proof of reach
Client background
A general entertainment channel, working in Hindi-speaking markets, India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A general entertainment channel
- Sector
- Broadcasting
- Team engaged
- Market Research
- Services
- Qualitative research, Quantitative research
Client challenge
The channel had a pilot episode for a new drama and needed to know whether viewers would return after the first week.
Research objectives
- Deliver on the brief: testing a new primetime drama before launch.
- Understand the views, needs and behaviour of viewers.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 5 weeks.
Target audience
The work focused on 1,000 viewers.
- viewers1,000
Audiences we typically reach in broadcasting
TV viewersRadio listenersAdvertisersMedia buyersRegional audiences
Geographic coverage
Coverage: Hindi-speaking markets, India. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Pilot screenings
- 3Online concept test
- 4Insight
We held screening groups with target viewers and followed with an online test measuring character appeal, plot clarity and intent to keep watching.
Qualitative researchQuantitative research
Sampling strategy
- viewers
- 1,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- groups
- 8
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Comparison of concepts, messages or products against each other
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Viewers liked the lead characters but found the first episode slow.
The first ten minutes decide whether viewers return.
Recommendations
- Build on the core insight: the first ten minutes decide whether viewers return.
- Focus effort where the evidence was strongest: viewers liked the lead characters but found the first episode slow.
- Re-measure after the changes to confirm the effect.
Business impact
- The channel tightened the opening and moved a key reveal earlier.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: will this programme work?