Devotional Channel Rating and Advertising Research Data 2019

The viewership and ad insertions for devotional channels have seen a considerable increase in the
2016-2018 period, shows data from Broadcast Audience Research Council India (BARC).

In 2016, the number of devotional channels watermarked were just 3 with average weekly
impressions of 22.2 million, as per BARC data, but the number rose to 11 with an average weekly
impression of 97 million in 2017, and in 2018 there were 11 watermarked channels with a weekly
impression of 119.8 million.

The channels taken into consideration were Bhakti TV, CVR OM Spiritual, Disha TV, Divya, Hindu
Dharmam, Prarthana, SAI TV, Sanskar, SVBC, and Vedic.

Speaking on the rise in viewership of devotional channels, Arun S Nair, Vice President - Sales &
Marketing (South) Insight Media City said, “The viewership rise can be attributed to two reasons.
The distribution of the devotional channels has played a major role in improving their reach
dramatically. Also, the deep pockets and their connect with service providers has enabled channel
operators to be available on all the platforms.”

“The emotional connect with one’s religion is also one of the reasons behind the increase in
viewership. In today’s fast-paced life, it is very important to connect with our culture and to gain
knowledge about the customs and rituals. The devotional channels have succeeded in that by
providing relevant content,” added Nair.

According to Vineet Sodhani, CEO, Spatial Access, devotional channels have grown since the Free-to-
Air (FTA) boom in 2016 when many new channels were launched and many that were paid turned
FTA.

“Part of the growth also happened because BARC increased the sample and covered rural or semi-
urban areas better which helped in the viewership growth of many such channels,” said Sodhani.

Apart from the viewership rise, the 2016-2018 period has also witnessed a rise in total ad insertions.
In 2016, the total ad insertions for devotional channels were 1,75,681; in 2017 the it jumped to
2,85,971, and in 2018 it was 3,88,273.

The major advertisers for the devotional channels include Patanjali Ayurveda Ltd, Wipro Ltd, Dish
India TV and MDH Ltd.

On how advertising in devotional channels helps brands, Prateek Kumar, CEO & MD, NeoNiche
said, “The content of devotional channels caters to the robust spiritual community across the globe,
which experiences among other things, the live-streaming of some of the most visited religious
places in India. They also participate in the actual 'darshan' through 360-degree videos. These
channels explore the spiritual and devotional space by providing unique experiences to viewers
through e-sermons, e-darshans and online offerings.”

According to BARC data, there is a growth in viewership of programmes related to yoga, meditation
and spirituality, Kumar said. “There has been an increase in the number of urban youth and
international followers of yoga and meditation tuning into these devotional channels. Most
broadcasters and advertisers are becoming aware of this trend and brands in the area of personal
care & hygiene, food & beverages, healthcare, health & lifestyle are latching on to this opportunity.
What’s a better way to sell a Patanjali product to a global audience than through a TVC placed right
before or after a yoga programme,” he asked.

According to Sachin Kumar, Founder, Bottle Openers, “Unlike GEC watching habits, the mindset of
the audience of spiritual channels is completely belief-oriented and hence brands falling into
categories like natural or herbal or Ayurvedic will have higher acceptability. One of the biggest
successes we have seen in the past is Patanjali. Since spiritual channels are largely based on spiritual
events, brands can turn the audience into advocates. Also, unlike millennials who get bored easily,
this audience doesn't flip through channels and hence they tend to have higher receptiveness of the
communication, which helps brands.”

Talking about the other ways in which brands have been benefiting by placing ads in devotional
channels, Prateek Kumar said: “Devotional channels offer a wide range of services for its audience
like temple tourism, and access to japs, mantras, kathas, popular bhajans and holy books. Brands
interested in target marketing, instead of trying to reach the mass market, can put their energy into
connecting with a specific, defined group within that market. As per BARC, 77 per cent of TV viewers
are in the age group of above 30. If segmented into right demographics, and psychographics and
geography, it can help brands in cost-effective target marketing that will maximise the ROI on
advertising budget since devotional channels are cheaper due to the waiver of broadcasting fee.”

Vinay Kanchan, Brand Storyteller, Innovation Catalyst and Author of ‘Sportivity’ says: “The ad rates
offered by devotional channels are relatively economical. The clutter from other categories is a lot
less. Brands advertising here have a stage where they can stand apart and make their point. Clients
get ‘more blessings for their buck’ in a manner of speaking. Devotional channels help brands of a
particular genre to truly engage their audiences. This association naturally makes sense for brands of
a certain kind, especially those with strong traditional Indian roots.

"Consumers today expect their brands to mirror their own feelings and desires. Hence, for those
spiritually inclined, seeing the brand on devotional channels they frequent only serves to strengthen
bonds. This creates a deeper attachment which usually translates into sales. The opportunity also
perhaps lies in creating specific narratives for these channels as they are unlike others in the media
space in many respects. This makes sense because audiences are in an entirely different frame of
mind when they switch to these channels.”

Region Wise Spriritual Channels

Sri Sankara TV Live
This is an Indian multilingual spiritual channel offering programmes promoting and depicting Hindu
religion, religious discourses and Bhajans.
Shalom Television
This is an Indian Catholic TV channel broadcasting from Kerala.It shows daily Holy Mass and the
Nasrani rosary recitation. Other programmes like christian musical shows, competitions, quiz shows
and family-oriented shows are also part of its broadcast menu. If you a devoted Catholic, the Shalom
TV is highly recommended if you want to watch spiritual channels online.
Aastha TV
This is a spiritual TV network.Its broadcast menu include spiritual discourses,religious events,
devotional music and meditation techniques.
Sanskar TV
This is also an India TV channel broadcasting programmes on Indian philosophy, spiritual
solidarity,religion and Indian culture.
Bhakthi TV
This is the 1st 24/7 satellite devotional television channel in Telugu. Its broadcast menu include
religious programmes on Hinduism and it is available for viewers across the globe.
SVBC Live
The TV channel is the 1st 24-hour satellite Telugu TV spiritual channel broadcasting Hindu devotional
programmes and relaying poojas performed in Tirupati in India.It is highly recommended for those
who love to watch spiritual channels online.
Aastha Bhajan TV
This is an Hindi-language only 24/7 TV channel broadcasting Hindu religion programmes.
Prarthana TV
This is a 24/7 Odia language spiritual television channel. Its broadcast menu include religious
programmes and discourses as well as devotional songs.
Samskruthi TV
This channel is now renamed TV 1 and is a spiritual channel in Telugu daily broadcasting religious
and spiritual programs to its audience and viewers across the globe.
Arihant TV
The last TV channel on our list is an Hindi-language Jain TV channel broadcasting Jain religion
programs to viewers across the world.This TV channel is highly recommended to devoted adherents
of Jainism who desire to watch spiritual channels live using the internet.

Teleshopping Potential Tie Ups

 Naaptol Online Shopping Private Limited

 SHOP CJ Network Private Limited
 TV18 Home Shopping Network Limited
 HBN Network Private Limited
 TVC Sky Shop Limited
 DEN Snapdeal TV Shop
 Ace Teleshop Private Limited
 IN Entertainment (INDIA) Limited
 Teleone Consumers Product Private Limited
 Indiyaa Distribution Network LLP