Television

DD-Nimbus shines in all India homes, fails in metros

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MUMBAI: Whatever may be the scene in C&S homes, in the all-India market Doordarshan rules. It has been no different for the ongoing ICC World Cup 2003.



For the first three cricket World Cup 2003 matches, DD delivered consistently higher viewership as compared to MAX in the all homes segment, TAM data released by Nimbus says.



A closer look at the ratings shows that DD hasn't fared well in South India and metros in all India homes. It also fails to make a dent in the C&S households whereas MAX has made gains even in the all-India home markets.



Nimbus Communications senior vice president - TV and sports Sunil Manocha was quoted in a press release as saying: "So far all our estimates and projections in terms of the audience shares and our revenue targets have been right. With the combined advantages of great and innovative scheduling, clear focus on cricket and a world class feed; Doordarshan is all set to emerge the clear winner on ratings and revenues in this cricket World Cup."

All India

Date

Match

DD1 TVR

Satellite channel TVR

DD reach advantage in per cent

9 Feb 2003

South Africa vs W. Indies

3.6

3.4

6

12 Feb 2003

India vs Holland

6.9

5.4

27

15 Feb 2003

India vs Australia

6.5

5.1

27

Tam India, all homes, all individuals



In fact, the India-Holland and India-Australia match featured on the ninth and tenth positions in the Top 100 programmes list for all India market 4 years plus. The India-Australia match on MAX was placed at the nineteenth position in the Top 100 list for all homes 4 years plus.



DD has a total of 15 cricket related programmes in the Top 100 list whereas MAX had a total of nine programmes in the Top 100 list for all India 4 years plus homes. DD doesn't feature in the C&S Top 100 list at all. In fact, the West Indies-South Africa, New Zealand-West Indies and Pakistan-Australia matches featured in the Top 100 list in addition to the matches involving India.



The Nimbus release states that DD's plans for telecasting the 16 'Big Gun' live matches including all India matches and a match every weekend, has paid rich dividends in all the key markets like Maharashtra, Uttar Pradesh, Gujarat, Madhya Pradesh and Eastern India.



- Doordarshan fares well as compared to the satellite channel in the prosperous markets of Maharashtra, UP, MP, Punjab and Gujarat, say Nimbus officials. However, TAM data says that DD is behind in the Gujarat market. 



- South India, the market with highest C&S penetration - Doordarshan averages a 15 per cent higher viewership, claims a Nimbus release. However a closer look reveals that DD has taken a beating in rest of Andhra Pradesh 1 million plus towns including Hyderabad; in Tamil Nadu including Chennai; Karnataka including Bangalore. However, DD fared well in Kerala. 

- Doordarshan wins the race over the satellite channel in Kolkata, states the Nimbus release. However, DD lags behind in all the other metros. However, in the India-Australia match, DD scored over MAX in Chennai bu lagged behind in the other two matches.

All India 4 years plus India vs Australia



Region

DD1 TVR

Satellite channel

DD advantage in per cent

North/West

Maha rest

15.7

4.3

265

MP 1 mn +

8.8

1.8

388

UP rest 0.1 to 1 mn

6.2

1.8

244

UP rest 1 mn +

7.2

3.9

85

PHCHP 1mn +

3.3

2.8

18

Guj 1 mn +

5.1

5.6

-8

South

AP rest 1 mn +

3.0

4.3

-30

AP rest 0.1 to 1 mn

3.4

3.9

-13

TN rest 1 mn +

3.3

5.7

-42

TN rest 0.1 to 1 mn

1.7

2.8

-39

Kar rest 0.1 mn to 1 mn

4.6

5.8

-21

Ker 1 mn +

7.1

3.9

82

Metros

Kolkata

11.1

10.3

7

Delhi

4.4

4.4

0

Hyderabad

4.4

5.3

-17

Chennai

3.5

3.3

6

Bangalore

3

7.1

-58

Mumbai

4.4

7.6

-42

All India

6.5

5.1

27

Tam India, all India, all individuals for India-Australia match

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