MUMBAI: It has balle-balle'd' its way to top, or so it claims. India's first 24-hour non-stop Punjabi music channel- Balle-Balle, launched on 14 October 2002, claims to be the market leader amongst the Punjabi channels.
With it's reach soaring from 1,00,000 households to one million cable and satellite (C&S) households, 4 + target group, for week 7 March 04 to 13 March 2004, the channel is said to be attracting 34 per cent of the total Punjabi eye balls.
Quoting Tam ratings data, the channel claims that it is, in fact, the most watched channel. With its 33 per cent share, the erstwhile numero uno channel ETC Punjabi is now placed at number two, albeit in a segment of the market
While MH1 is in the third place with 18 per cent of the total share, Alpha Punjabi comes fourth with 15 per cent.
According to the ratings data, Balle-Balle's reach averages 0.3 TVR in C&S TG 4+ with 2.14 shares. It has garnered 0.29 TVR in TG 15+ C&S homes. The channel claims that in the total market universe group, Balle-Balle has a 1.97 and 1.66 per cent share in TG 4+ and 15 + respectively.
WKFR:11;WKTO:11;YEARFR:2004;YEARTO:2004;DATEFR:07/03/2004;
DATETO:13/03/2004
11:CHANNEL SHARES BY DAYPART / TARGE Target Group
TG_1 TG_2
CS 4+ YRS CS 15+ YRS
Channel TVR Share TVR Share
*PHCHP 1 MN.+ (FROM Universe
Alpha Punjabi 0.28 2.01 0.29 2.08
Balle Balle 0.3 2.14 0.29 2.07
ETC Punjabi 0.5 3.58 0.45 3.23
MH1 0.29 2.09 0.29 2.09
*PHCHP .1 TO 1MN. (F Universe
Alpha Punjabi 0.12 0.85 0.15 1.04
Balle Balle 0.27 1.92 0.23 1.55
ETC Punjabi 0.26 1.88 0.27 1.87
MH1 0.14 0.97 0.15 1.04
TOTAL MARKET Universe
Alpha Punjabi 0.15 1.11 0.18 1.26
Balle Balle 0.27 1.97 0.24 1.66
ETC Punjabi 0.31 2.25 0.31 2.16
MH1 0.17 1.21 0.18 1.26
Interestingly, while Balle-Balle had bagged 1.66 of the total universe shares, ETC Punjabi has 2.16 of channel shares.
While the channel might tout that it is on its way up, what remains to be seen is if it is able to sustains the growth spurt.
