Mastiii races to the top in 6 weeks

MUMBAI: Sri Adhikari Brothers‘ recently launched music and comedy channel Mastiii has scaled new heights within six weeks of its launch, claiming leadership position among the music channels.

As per Tam data for week ended 14 August, the newly launched channel has captured 12.2 per cent genre share. Nevertheless, when compared to youth focused channel UTV Bindass (16.2 per cent), which is also placed by Tam in the same genre, Mastiii seconds the list. 
Mastiii‘s share, however, is more than its other counterparts such as B4U Music (11.4 per cent share), 9XM (10.6 per cent), MTV (10.4 per cent) and Channel [V] (9.1 per cent share).

Sri Adhikari Bros vice chairman and MD Markand Adhikari said, "We are encouraged with the response we have received within a few weeks of the channel‘s launch. It doesn‘t come as a surprise as we were very confident of our differentiated product that offers 24-hours of non-stop music and comedy. We conceptualised ‘Mastiii‘ as an ‘electronic radio‘, where people can tune in any time of the day for their dose of unadulterated fun."
Media pundits, meanwhile, are cautious before declaring Mastiii a clear winner. Industry observers that spoke to unanimously stated that while it is an encouraging start for the channel, it is too early to declare it as a leader. Also, competition among the market players is too big with brands like Bindass, MTV and 9XM.

"It is too early to say anything. We have to give a couple of months to see if it (Mastiii) is a sustainable model. But with more players, the genre should grow," a media observer commented. 
Adhikari added, "This is just the beginning as we are committed to bringing our viewers non-stop Mastiii and achieve many more milestones in the times to come. For us, sustained leadership of the genre will be a mark of our success and we are gearing up to achieve just that."

A top executive of a rival channel commented on condition of anonymity that to sustain in the music genre, channels have to identify their unique proposition. For instance, Bindass and MTV have strong youth connect while 9XM is known for its non-stop Bollywood music and animated characters.

"Mastiii is just an extension of 9XM with comedians instead of the animated characters. In the initial phase, a lot of convergence happens because of high activation, marketing push and distribution. So let the channel stabalise," he said.

Latest Reads
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns
Interactive Television's Buzz Index to help advertisers make smart investment in movies

Interactive Television, a unit of WPP, has launched ‘Buzz index’- a revolutionary buzz measuring tool for helping advertisers to make informed decisions for cinema advertising.

MAM Media and Advertising Media Agencies
India's AdEx revised to Rs 62,483 cr. by EEMA; includes 'experiential' with 13.6 per cent share

MUMBAI: ‘Experiential Marketing’ or the concept of creating a bond between the consumer and the brand beyond ‘buying and selling’ by immersing them in an experience, is an underrated and underrepresented form of marketing, several marketers guiltily admit.

MAM Marketing MAM
WATConsult asks 'WAT's your Big Idea?'

WATConsult has launched of one of its kind ideation competition for colleges across the country - WAT’s your Big Idea (#WYBI).

MAM Media and Advertising Digital Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories