Television

DD National tops in ‘time spent in viewing’ numbers

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NEW DELHI: DD National is the number one channel among all GEC’s in terms of time spent by viewers and the TAM data for week 26 from 22-28 July 2014 indicates that it topped with 92 minutes TSV as compared to 90 minutes as recorded for Sony.

The higher numbers indicate that after switching to the channel, viewers have preferred to continuously watch the channel rather than frequently switching to other channels.

DD National is also reported to be ranked three in terms of overall average viewership in early morning time band of 6 am to 8 am. The viewership of DD National channel is rising rapidly during mid prime time band from 12 pm to 3 pm as it has slotted six new family based fresh serials during this band and renamed this band as DD Dopahar.

However, an analysis done by Doordarshan itself indicates that the viewership of the channel can be higher if multi-system operators fully comply with the Cable TV Networks (Regulation) Act 1995 as many are still not complying with the ‘Must Carry’ clause and the carriage of the national channel is still badly affected in analogue cable networks.

Thus, DD National channel is regaining its lost ground as it has also seen rapid growth in overall viewership numbers in prime time and morning prime time of Sunday.

Its environment based programme Earth Matters directed by the renowned Mike Pandey is becoming popular among all sections of society, indicating that the channel is liked by viewers for wholesome entertainment and information based programmes and for lot of fresh programming dished out to viewers unlike other channels who are most dependent on repeat programmes and are run on six to eight hours cycle.

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