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 children's television channel, working in India & UAE. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A children's television channel
- Sector
- Broadcasting
- Team engaged
- Market Research
- Services
- Qualitative research, Consumer panel
Client challenge
The channel wanted to grow subscriptions but needed to understand what parents approved of for their children.
Research objectives
- Deliver on the brief: parents' views on a children's channel.
- Understand the views, needs and behaviour of parents.
- 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 800 parents.
- parents800
Audiences we typically reach in broadcasting
TV viewersRadio listenersAdvertisersMedia buyersRegional audiences
Geographic coverage
Coverage: India & UAE. Markets: India and United Arab Emirates.
- India
- United Arab Emirates
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Parent discussions
- 3Online survey
- 4Insight
We ran discussions with parents and an online survey on content values, screen-time concerns and educational expectations.
Qualitative researchConsumer panel
Sampling strategy
- parents
- 800
- 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
- 10
- 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
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Parents favoured shows with clear learning and limited ads.
For children's content, the parent is the real audience.
Recommendations
- Build on the core insight: for children's content, the parent is the real audience.
- Focus effort where the evidence was strongest: parents favoured shows with clear learning and limited ads.
- Re-measure after the changes to confirm the effect.
Business impact
- The channel promoted educational blocks and reduced ad breaks in pre-school slots.
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?