Chrome Data: Mandela helps Infotainment channels gain OTS

MUMBAI: Last week, the world woke up to the news of the demise of Madiba aka Nelson Mandela. As the world came to terms with the loss of the man who changed and helped shape the history of South Africa, social media and media went berserk.

Leave aside news channels, even the infotainment channels competed with each other to come up with more special segments on the revolutionary-turned-prisoner-turned-president-turned-legendary.

And it shows in week 50's  opportunity to see (OTS) data provided by Chrome Data Analytics & Media which keeps a tab on around 73 million TV homes nationally in analogue cable TV, digital cable TV and DTH. Infotainment channels were the biggest beneficiaries of the week with a gain of 3.6 per cent. Discovery Channel garnered the highest OTS among the players in the segment with its 89.1 per cent on an all India basis.

Close behind was the English movies genre with a 3.3 per cent increase in the eight metros. As most channels gear up to air the biggest blockbusters to wrap up the year, movie buffs aren’t complaining. Sony Pix scored a 88.7 per cent in its OTS during week 50.

Despite India losing to the Proteas in South Africa, sports buffs continued to tune into the action on the greens. The genre did appear in the top four categories with a  2.6 per cent gain. Ten Sports, the channel airing the matches, gained the most with 78.7 per cent OTS across India.

The Delhi election aftermath did catch people’s attention with News channels in the eight metros seeing a jump of 1.9 per cent. Arnab Goswami’s Times Now topped the charts with 91.3 per cent OTS.  

As for the bottom four categories, English entertainment channels saw a huge drop of 7.5 per cent in the eight metros. AXN registered 81.8 per cent OTS in the genre while others lagged behind.

Religious channels saw a minor fall in the Hindi speaking market (HSM) at 0.6 per cent. Aastha channel continued to top the genre with a 97.9 per cent OTS.  Next in the line was the Hindi movie channel genre which sank 0.3 per cent with Star Gold continuing its golden run in the HSM with its 96.8 per cent OTS.

Hindi News channels in the HSM region too saw a 0.3 per cent fall. Aaj Tak got the highest OTS at 93.6 per cent.

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