MUMBAI: Diwali, at [V], isn't just a time to set off the crackers, it's also time to defuse the competition, it would seem.

The latest salvo fired by Star's music arm is a claim that over two million viewers tuned into Channel [V] over the Diwali weekend to watch the Dhamaka.

That's not all. Quoting TAM Media research figures, an official release claims that the channel has captured the top slot among music channels yet again with its Diwali programming. According to TAM figures for all day shares for 25 and 26 October, 2003 conducted across six metros in C&S ABC 15-34, more than two million viewers tuned in to Channel [V] for its special Diwali programming.

According to the release, Channel [V] has further consolidated its leadership position of being the No 1 music channel by outperforming its competitor in week 45, according to TAM data, SEC ABC, 15 - 34, across six metros.

When asked for an official quote on the channel's claim, TAM India officials say that the tune-ins, as given out by [V] are the records of the unduplicated individuals who have watched that particular channel, for the said day or for at least one continuous minute or more. The officials confirmed the actual TG for six metros is 20,21,000 which translates to roughly 20 per cent in reach for those two days.

( TG: CS ABC 15-34 yrs, Market : six metros )
Channel
Reach 000s
Reach
Channel V
2021
19.72
MTV
1913
18.67
ETC
775
7.56
B4U Music
753
7.35
Zee Music
582
5.68
CMM
537
5.24
Others
8460
82.55
Any Channel
8485
82.8

While MTV in its point by point riposte, had claimed that besides the selective six metro data, they have been a leader also in the rest of urban India, which constitutes a significant 58 per cent of the market.

Although [V] hasn't shot out any retort to those claims, by pointing out the popularity of the Diwali special, it seems to be shooting down MTV's potshot at it being the four-week phenomenon (read Popstars).

According to [V] head honcho Amar K Deb, "Channel [V] has emerged as the clear choice for audiences, even on holidays and special festivals. We are constantly evaluating our programming, finding newer and more creative ideas that appeal to our core audience, which the numbers indicate, is consistently growing. Special programming is also created to celebrate the festivals and other events that play an important role in our viewer's lives. Our programming on the Diwali weekend reflected the choice and desires of our audience."