Indiantelevision.com Team

(5 September 2008 9:30 pm)

MUMBAI: In the digital viewing universe, HBO has surfaced as the most popular English movie channel. With an average market share of 42 per cent (Tam, All India, digital, 15+) over the last four weeks, HBO stands ahead of Star Movies. However in the cable and satellite (c&s) market (15+, All India), HBO with 35 per cent stands second in the score card.

Star Movies, which leads the C&S market with 41 per cent as per Tam data for the four weeks, has only 31 per cent in the digital market.

Pix has also gained in the digital universe with a 14 per cent share, as compared to 11 per cent in C&S. Zee Studio has 8 per cent and 9 per in the digital and C&S Tam ratings respectively. World Movies has a share of 5 per cent in both the markets.

In the Hindi general entertainment channel (GEC) space, Star's two channels are the most watched among digital viewers. After leader Star Plus (27 per cent in HSM, 4+), Star Utsav holds the second spot with an average of 14 per cent over the last four weeks. Star Utsav garners only three per cent in the C &S market.

Zee TV, which has an average 18 per cent channel share in C&S, has captured only 14 per cent in the digital ratings. Newly launched channels 9X, Colors and NDTV Imagine have 5, 6 and 5 per cent in the digital market respectively. These channels have a bigger share in the C&S market at 7, 10 and 8 per cent respectively.

The other channels of which viewers are not impacted in the digital market are Sab (2 per cent in both markets), Sahara One (6 per cent in C&S, 7 per cent in digital), Sony Entertainment Television (9 per cent in both markets) and Star One (8 per cent in C&S, 8 per cent in digital).

In the Hindi movie genre, Max continues to be the undisputed leader in the digital market (4+) with 29 per cent average market share for the last four weeks. Its share in the C&S (4+, HSM) is 30 per cent.

Zee Cinema, with an average share of 26 per cent (4+) in the digital market, is at the second position. It has seen a dip of four per cent in the average market share for the last four weeks, compared to 30 per cent in the C&S market.

Filmy's channel share stands at 12 per cent in digital whereas among C&S viewers it is nine per cent.

UTV Movies has also seen a rise of three per cent in its average channel share among digital over its C&S viewers. It’s average four-week share in the digital market is seven per cent while in C&S it is 10 per cent.

Star Gold has a 21 per cent share in digital while in C&S it is 20 per cent.

AXN, which enjoys an average 72 per cent share (C&S, all India, 25+), has only 57 per cent in the digital market ( all India, 25+).

Star World has gained viewership in the digital market with 29 per cent (last four weeks average), while it has only 19 per cent in the C&S market. Zee Cafe also has seen a surge in the digital market (14 per cent) while it has just 8 per cent in the C&S viewing universe.