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Food content dominates viewership on lifestyle channels

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MUMBAI:  Living foodz seems to rule the roost among all other lifestyle channels on Indian television. The channel not only has a large female fan following but also a substantial male viewership that craves food content.

In what seems to be a trend, Indian audiences prefer to watch food shows. Some of the most watched shows include The Great Indian Rasoi (14 Impressions [000s] sum) and The Dream Kitchen (11 Impressions [000s] sum) in week 47 of 2017. Living Foodz leads the charts as four of its shows feature in the lifestyle genre’s top-five programmes.

Top 5 Programmes in the lifestyle genre:

TG : 6 Mega Cities, 2+ AB

All Days, 24 hrs

Wk 47'2017

public://food1.jpg

According to BARC data, Living Foodz emerged as the leader in weeks 40 to 47 with average 1375 Impressions (000s) sum. Fox Life (average 900 Impressions [000s] sum), TLC, Food Food and Travel XP HD stood at second, third, fourth and fifth positions respectively with, 568 Impressions (000s) sum, 520 Impressions (000s) sum and 314 Impressions (000s) sum respectively.

Bafflingly, the 2-14 years age group makes up for a significant portion of the viewership in the genre as compared to the age bracket of 15-21 years. The viewership of males and females is nearly identical rebuffing the notion that lifestyle channels are predominantly watched by women.

Male-Female and Age wise split for the genre

TG: 6 Mega Cities

Impressions ‘000s

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Talking about the weekend slots, according to BARC data, Living Foodz—Northern Flavours Meethi Masti and Fox life’s Bikini Destination were at the first and second positions in week 47 with 10 Impressions (000s) sum. Moreover, Living Foodz—Soups and Salads, Fox Life’s Follow Donal and FYI TV18’s Food Paradise were at the third, fourth and fifth positions with 9 Impressions (000s) sum, 8 Impressions (000s) sum and 7 Impressions (000s) sum respectively.

Fox Life last emerged as the leader in the lifestyle genre, according to BARC's all-India data in week 36, dethroning Living Foodz from the pole position.

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