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 regional news channel, working in Maharashtra. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A regional news channel
- Sector
- Broadcasting
- Team engaged
- Market Research
- Services
- Quantitative research, Offline data collection (CAPI)
Client challenge
The channel competed with many outlets and wanted to understand what made viewers trust a news source.
Research objectives
- Answer the core question: how viewers judge the trustworthiness of regional TV news.
- Understand the views, needs and behaviour of viewers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 1,800 viewers.
- viewers1,800
Audiences we typically reach in broadcasting
TV viewersRadio listenersAdvertisersMedia buyersRegional audiences
Geographic coverage
Coverage: Maharashtra. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Household survey
- 3Story-level evaluation
- 4Insight
Interviewers surveyed households in Marathi across urban and rural districts, asking about trust drivers and evaluating sample story formats.
Quantitative researchOffline data collection (CAPI)
Sampling strategy
- viewers
- 1,800
- Respondents were selected across Maharashtra using quotas set in advance for each location and respondent type, so no single area or group dominated.
Data collection
- Trained local-language interviewers conducted interviews in person on tablets (CAPI), with time and location recorded for every interview.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- 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
Key findings
- Viewers trusted channels that showed local reporters on the ground and corrected mistakes openly.
Visible local reporting builds trust faster than slogans.
Recommendations
- Build on the core insight: visible local reporting builds trust faster than slogans.
- Focus effort where the evidence was strongest: viewers trusted channels that showed local reporters on the ground and corrected mistakes openly.
- Re-measure after the changes to confirm the effect.
Business impact
- The channel expanded field reporting and launched a corrections segment.
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
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who is listening, and when?