Apr 28, 2022 04:35:00 AM | Media

The report has been called Posi-TV-ity
Mar 15, 2012 04:11:00 PM | Article | Campaign India Team Share -
The Indian Broadcasting Forum has conducted a research in three phases to measure the impact of television on Indian viewers.
In the first phase, research was conducted across 20 focus groups to identify various forms in which television impacts the audience. This information was used to design the questionnaire for the second phase of the research, in which 5400 respondents were interviewed in the 7-60 years age group across 18 cities. They opined on 54 different attributes that encompassed the impact of television on their lives. The third phase of the research was a set of 25 interviews that amplified the learnings of the previous two phases. This study spanned across six months. The research was facilitated by Ormax Media.
The research findings are published in a formal document that is called ‘Posi-TV-ity’. The report bears testimony to the positive impact of television on audiences across the country.
Uday Shankar, president, IBF, said, “Posi-TV-ity showcases the wide-ranging impact of Television beyond it’s conventionally understood & accepted role of being an entertainment destination. Today, television has moved ahead to offer more… a lot more. It in-fact impacts the way India thinks and lives. It’s impact on the socio-economic fabric of our country is indelible”.
Posi-TV-ity identifies seven key roles that television plays in the life of a viewer. The study validates and substantiates these roles and impact of television in the country:
Shailesh Kapoor, chief executive officer, Ormax Media, added, “The role television plays in the life of the Indian viewer is grossly underrated. This research identifies seven distinct roles of television, beyond entertainment. Each of these roles have a deep socio-economic or psychological connect with the viewers' life. The research offers a new way of looking at the medium, in context of today's India.”
The report was released yesterday at FICCI FRAMES 2012.