IDENTIFYING THE CONTENT PREFERENCES OF REGIONAL AUDIENCES IN INDIA

Client is an Indian FM radio station known for its vibrant and engaging programming. It offers a mix of music, talk shows, celebrity interviews, news, and entertainment programs. Moreover, it features a range of popular shows and radio jockeys (RJs) who engage with the audience through humor, music, and discussions on various topics.

To identify and cater to audience content preferences, the radio network conducts audience surveys on a regular basis to gather insights and feedback from its listeners.

The Problem Statement:

With the growing influence of regional competitors, the client aimed to evaluate consumer content preferences across the country to broaden its audience outreach and improve engagement.
The major intent of the study was:
- To comprehend content themes that appeal the Indian consumers.
- To discover the ideal consumer set based on demographic and psychographic attributes.
- To investigate and evaluate the media usage patterns of customers for developing services that would specifically address their demand

Our Research Approach:

Novus began the engagement by working on discovering unmet needs, usage trends, and opinions about present offerings among consumers.
Conversations and consultations were conducted among end-users to gain an in-depth understanding of the following:
Demographic and Psychographic Profiling:
- Age & Gender
- Education Level
- Occupation
- Monthly Household Income
- Lifestyle – what do they like?
- Attitude towards media platforms?
- Beliefs about media platforms
- Reliability of information available online

Media Consumption Pattern of Consumers:
- Media consumption habits
- TV and other OTT platform consumption
- Which platform do they prefer and why?
- Time spent on viewership
- Frequency of usage
- Duration of usage
- Content preferences
- Reason for preferences
- Content liked and disliked
- Language of content consumed

Key Takeaways of the Research:

Novus assisted the client to comprehend the media consumption habits and usage patterns of its target users.
Using the demographic and psychographic insights, Novus identified consumer persona segments such as Music Aficionados, News and Talk Devotees, and Sports Fanatics, which were utilized to develop customer-specific content.
Novus Insights worked with the client and suggested multiple communication/sales plan to reach its target audience.

Geographic Coverage:

Pan India (Metros + Tier I Cities)

IDENTIFYING THE CONTENT PREFERENCES OF REGIONAL AUDIENCES IN INDIA

The Problem Statement:

Our Research Approach:

Key Takeaways of the Research:

Geographic Coverage:

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