The program portfolio management is a concept that has only recently emerged in the Indian entertainment industry owing to the fact that, before the advent of international channels in the Indian scenario, the Indian television industry was monopolized by the national television channel and therefore had no requirement for any channel or program management as the audience gulped down whatever was offered to them through the only channel of entertainment in the country.

However, the things stand changed today, when almost 100 channels compete to retain the viewers’ attention in the Indian television scenario. It has become imperative for the channel to spend time in carefully deciding the mix of programs that are to be aired on the channel and also to analyze and decide the best time for airing the programs.

This program portfolio management requires the decision makers to study the tastes and habits of the consumers carefully through the TAM results in order to analyze and decide upon the viewer ship patterns across the different time bands.
There can be no assurance or guarantee that the program schedules ensure that they outperform the existing competition from other channels in the same time slot, but an effort can be made to maximize viewer ship to the greatest extent possible.

Also in the case of program portfolio management, it is important to remember that past performance is not a guarantee of future results. Constantly changing parameters, dynamic working conditions, evolving marketing strategies from competition make sure that the fate of the program changes with them.
 

~ Category editor Sakina Kadiwala. copyright data indianchild.com

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