etc claims lead in Hindi speaking markets

MUMBAI: Music channel etc has scored a lead over recently revamped sibling Zee Music as well as other channels in the arena by grabbing a channel share of 30 per cent in the week ended 29 November 2003.

According to the channel, Zee Music was able to notch up a share of 18 per cent while lead contender MTV had a share of 23 per cent. Quoting TAM figures for all India C&S homes (four + age group), etc says Channel [V] had a share of 13 per cent in the same week and B4U had a share of 11 per cent, while distant rival CMM could muster a channel share of five per cent.

etc's hold over the Hindi speaking markets (north, east and west) also overshadows the rest of the players, the channel contends. During the week ended 29 November, etc had GRPs of 16.1, while MTV was way behind at 13.16, Channel [V] was at 13.86, B4U at 7.84 and CMM at 5.11. Zee Music, the channel that comes from etc's parent Zee, too boasted GRPs of 14.28.

Maintaining that etc had clung on to the number one position amongst music channels during this year, the channel says it had an average channel share of 35 per cent in the Hindi speaking (North, West and East) C & S homes, while rivals lagged behind - MTV at 16 per cent, B4U at 14 per cent, Zee Music at 16 per cent, Channel [V] at 12 per cent and CMM at seven per cent.

Even in reach, claims etc, the channel rules in Hindi speaking markets, with five per cent reach while closest rival MTV has three per cent reach. After its recent merger with another Zee subsidiary, Econnect India Limited, etc has launched three new shows featuring music recently.

Tarana, a half hour back to back compilation of upbeat tracks from the 1980s and 90s will be telecast from Monday to Saturday at 11 am. Dance Dance will showcase dance tracks from various films and pop albums. The songs on this show will range from folk to reggae to cabaret to love songs, and will be telecast at 4.40 pm Monday to Saturday.

Another new show, Pop Flashback will have a collection of old Hindi pop songs. This half hour compilation of peppy old fast tracks will be telecast every Monday at 8 pm with repeats on Tuesday at 2 pm.

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