History soars to No 1 in genre

09 Dec,2011

By Rishi Vora

 

History, the channel from Network 18 and A+E Networks joint venture, has worked its way up to the No 1 position in the factual entertainment genre if one looks at the six metros market cluster. The channel’s market share is 33 per cent as against Discovery’s 31 per cent and National Geographic’s 13 per cent share in the same market.

 

What is seen as a significant achievement for the channel is the fact that it has reached this peak in a timeframe of three months after launch. As a result, the genre too has expanded, say officials from the company.

 

Sangeetha Aiyer, General Manager-Marketing, A+E Networks and TV18 JV, said, “While we are happy about the leadership status in the 6 metros, I think the real big story is about the growth of the genre. And that was pretty much our objective – to see if we can expand the genre from the current 1.5 per cent that it is at, to maybe 3 to 4 per cent, or even five. Given the genre growth of 57 per cent, led by History, I think we will be in a position to be able to achieve this sooner than later. Also, the leadership status in the six metros is an indication that all our endeavours in programming and content, marketing and distribution is resulting in rewards as planned.”

 

She added, “Going forward it will be our conscious and concerted effort to hold on to our leadership status in the six metros market and consolidate leadership in other market clusters (1mn+ and All India) as well. We believe that our differentiated programming line-up, innovative marketing and focus on distribution will propel us in the direction of widening the gap and consolidating our position as the leader in the factual entertainment space.”

 

The channel, according to Ms Aiyer, garners the highest time spent per viewer (40 minutes) vis-a-vis Discovery (29 minutes) and National Geographic (16 minutes). “History’s success is a result of differentiated programming and the stickiness quotient of its content,” she said.

 

History reaches out to 50 million homes and 40 million viewers across India on cable TV platforms such as Hathway, In Cable, Den Networks and DTH platforms such as Tata Sky, Dish TV and Airtel.

 

Source: TAM, Week 49’11, CS AB 15+, 2400 hrs

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