Music channels see uptick in OTS in week 49

MUMBAI: From exit polls to winning speeches, week 49 should have been the week of news channels. However, the truth is far from it. According to the Delhi-based Chrome Data & Analytics which keeps a tab on around 73 million TV homes nationally in analogue cable TV, digital cable TV and DTH, it was the week for music.

Yes, you read it right. Music genre was the top gainer with a 1.8 per cent opportunity to see (OTS) gain.  For week 48, in Hindi speaking markets (HSM), the OTS was 47.4 per cent and in the following week reached 48.2 per cent. The music genre recovered what it lost in the previous week.

Second in line is the English movie channel genre which saw an increase of 1.6 per cent in the eight metros. The year is coming to an end and as most channels air the biggest blockbusters of the year to wrap up the year, one can say that there are a lot of movie fans in the metropolitan cities.

Next come the Hindi movie channels and religious channels with both seeing an increase of 0.4 per cent in the HSM. Star Gold continued to be the biggest gainer with 97.0 per cent OTS. In the religious genre, Aastha channel rose above all in the category with and OTS of 97.5 per cent.


As for the bottom four genres, English Entertainment channels saw the biggest drop with 2.5 per cent in the eight metros. Star World topped the chart with 82.0 per cent. Even with elections in five states, the English news channels should have continued to gain but the genre failed to do so and saw a drop of 0.3 per cent unlike the previous week (week 48) where it was the highest gainer. Times Now was the leader in the genre with 88.3 per cent OTS in the eight metros.

Next were Hindi GECs which dropped 1.0 per cent in HSM. The channel in the genre which saw the biggest drop is Colors; its  OTS was 95.7 per cent in week 49 as compared to 97.3 in week 48.

The kids' genre across the country and Hindi news in HSM too saw falls of 1.0 per cent and 0.8 per cent, respectively. Cartoon Network caught children’s attention and ranked number one in the category with 85.9 per cent while ABP News was the highest gainer with 92.7 per cent in the genre.

The OTS numbers might be music for executives operating in  certain genres, but let’s wait and watch how things unfold for them in the coming week.

Click here for the full analysis

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