ETC Punjabi claims 100% share during 'Aayi Baisakhi' telecast

MUMBAI: ETC Punjabi claims to have emerged the most popular channel in Punjab. The channel claims to have garnered a channel share larger than that of popular national channels like Star Plus during 'live' telecast of recently held events.

According to a press release, ETC Punjabi created a history of sorts on 6 April 2003. During the 'live' telecast of the mega event Aayi Baisakhi, ETC Punjabi garnered 100 per cent channel share among all Punjabi language channels in C&S homes, four plus and 15+ABC (source: TAM India). The releases adds that the channel had a viewership even larger than national channels during the telecast.

On 6 April 2003, while ETC Punjabi had a channel share of 28 per cent across all channels in Punjab, a national channel like Star Gold could only manage 19 per cent; says the release.

Star Gold was followed by Zee TV and Sony, each with eight per cent channel share. The release adds that Star Plus was fourth along with Zee Cinema with seven per cent channel share during the duration of the telecast.

The release quotes ETC Punjabi president Rabindra Narayan as saying: "This is probably the first time in the history of regional television in the north that a regional channel has beaten popular national channels in its market in the race for eyeballs."

ETC Punjabi has long maintained its position as the most popular channel in the Punjab, claims the channel. According to latest TAM data for viewership in the Punjab, the channel has a 67 per cent channel share among Punjabi channels - C&S homes, four plus and 15+ABC (TAM).

ETC Punjabi VP (programming) Rajiee M Shinde was quoted as saying: "It is through 'live' broadcasting of events, ETC Channel Punjabi has propelled itself into the big league amidst competition with the big boys like Star Plus and Sony."

ETC Networks Ltd CEO Jagjit Singh Kohli has been quoted as saying: "We are perhaps the only channel which airs six hours 'live' everyday from one fixed location, which is Gurbani straight from the Golden Temple in Amritsar."

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