Abstract:

This paper addresses the television viewership habits of the 'elite'. This segment, although small in size, has been expanding rapidly in major metros of India, and already possesses a high spending power. This research highlights a new way of panel recruitment in India, along with fusion of latest technology to understand the differences between the 'elites' and the rest of the population. This exercise will help understand TV media consumption on a continuous basis, thereby aiding broadcasters to strategize any special content, promotions pricing and helping advertisers reach this segment.