History chalks up high in 1st week

21 Oct,2011

By A Correspondent

Making History from the launch week

Factual entertainment channel History, which debuted its India edition on October 9, has made its mark in the very first week itself, with 19.8 million viewers across India tuning in. With a connectivity of 50 million households across on leading cable TV platforms, History cuts across segments and demographics, and took the Factual Entertainment Genre up by 24 percent in just the first week. History also garnered significant market share in the launch week across market clusters. In All India 1mn+ (including Metros), History ranks as a strong No 2 with 24 percent market share vis-à-vis Discovery (32 percent) and Nat Geo (18 percent) and ahead of the other factual entertainment channels. In 6 metros, History with 29 percent market share vis-à-vis Discovery (32 percent) and Nat Geo (14 percent) further reduces the gap between existing players and fortifies its entry into the genre.

History also leads the factual entertainment pack in time spent per viewer with 32 mins vis-à-vis Discovery (20 mins) and Nat Geo (16 mins) which is an indication of differentiated programming and the stickiness quotient of History’s content.

Source: TAM, Week 42’11, CS AB 15+, all India 1 Mn+, 0600-2400 hrs

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