Chrome Data: Infotainment genre sees a rise

MUMBAI: While we thought it’s the news stories that the masses are interested in, the fact seems to be something different. While the TV viewers want to munch on news, it seems they also want it to be packaged in a way that’s entertaining and insightful. That’s the reason we assume that the infotainment genre is becoming popular by the day. At least that is what the data in week 51 of Chrome opportunity to see (OTS) reveals.

For the second consecutive week in a row, the infotainment channels have seen a rise. According to the data provided by Chrome Data Analytics & Media, the genre witnessed a 0.6 per cent rise with Discovery Channel garnering the highest OTS among the players in the segment with 88.2 per cent OTS on a national level.

While last week we thought it was the demise of Nelson Mandela that pulled viewers to the infotainment channels that were airing special features on this magnificent leader, this time there seems to be no specific reason for the genre to be popular. However, the genre is on a roll even at a time when a lot of interesting things are unfolding in the news space. Possibly, the launch of new and interesting shows and new seasons of popular shows is the reason behind bringing audience’s attention to the genre.

However, movies still seem to be an enticing genre with English movie channels being the second in the list. The genre witnessed a 0.5 per cent rise in the eight metros as Sony Pix continued to woo its target audience and once again remained on top by getting 89.3 per cent OTS.

The performance of religious channels also bettered as from being in the bottom four, the genre rose up and came at the third position in the Hindi speaking market (HSM). It rose by 0.2 per cent. Spirituality, it seems, is the way to the viewers’ heart; Aastha with its diverse line-up on spiritual shows topped the chart with 98.1 per cent OTS.

The charm of the holiday season on kids is also reflective in this week’s data as the kid’s genre has witnessed a 0.1 per cent gain on an all India basis. One of the oldest channels in the genre, Cartoon Network, got 87.7 per cent OTS on an all India basis.

As for the bottom four, English entertainment genre saw a drop of 5.4 per cent in the eight metros. AXN registered 82.9 per cent OTS while others lagged behind.

Music channels also saw a drop of 0.8 per cent with Sony Mix garnering 87.7 per cent in the HSM. 

Both English news channels as well as Hindi movie channels witnessed a decline of 0.6 per cent in eight metros and HSM respectively. Times Now ruled among the news channels with 91.6 per cent OTS, while Star Gold got 96.8 per cent OTS. 

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