When we talk about the television industry, everyone is aware that the Hindi-speaking market is vast. However, a significant part of the industry is concentrated in another part of India -- the southern market. Its a highly influential market for advertisers.

A recent newsletter released by the television ratings body Broadcast Audience Research Council (BARC) India ‘South Special Edition’ seeks to answer all the questions as to how the southern India is different from HSM w.r.t. important audience metrics? How southern states differ from each other in terms of programme theme preferences.

Avg. Time Spent (ATS) vs Opportunity to See (OTS) and performance of product categories? How does the popular Hindi content dubbed in southern languages perform? And, most importantly, what the southern market watches on its television sets?

As per the BARC study, south India has a lower share in the movies genre as compared to GEC. On the other hand, its share in GEC and news channels is higher than HSM. Also, within the regions, the relative ranking for most genres remains constant across HSM and South.

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