Hindi movie channels drop 5% in Week 18: TAM

11 May,2015

A loss in time spent causes the Hindi Movie Genre to drop 5 percent in Week 18 as compared to the previous week, as per S-Group, the strategic consulting arm of TAM Media Research



:: Wk 18, 2015 saw Hindi Movie Genre dropping by 5% as compared to the previous week. While overall genre’s sampling remained at similar levels, it was the drop in Time Spent that led to the loss in viewership.


:: This drop was driven by a drop in viewership of Sony MAX, which shed 50 GRPs in Wk 18.

> Further, Z Cinema and UTV Action both dropped by 8%.
> However, other channels of the genre increased significantly, especially Movies OK and &Pictures.

> &Pictures gained primarily in Prime-Time, with movies like ‘Ramaiya Vastaviaya’ and ‘Main Tera Hero’ bringing in viewership.
> On the other hand, Movies OK’s Non Prime-time day-part led to the hike, with ‘Kick’ garnering the second highest rating during Non Prime-Time across channels.
> UTV Movies gained 20% viewership in its Prime-Time due to ‘Tevar’ which brought in 3.6 GRPs for the channel.
:: ‘Hum Aapke Hain Kaun’ on Z Cinema was the highest rated movie of the week.

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