Hindi movie channels more robust in Week 23 vis-a-vis pre-IPL weeks: TAM

15 Jun,2015

Relative to pre-IPL weeks, the genre finds itself on a stronger footing thanks to the work of high TSV, genre reach having seen a drop from 77% pre-IPL to 76% in Week 23, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research.



:: With IPL completely out of the picture in Wk 23 – 2015 (31st May – 6th June), Hindi Movie Genre went down by 6% as compared to Wk 21.


:: Top 6 channels of the genre have all been on an increasing trend; Movies OK emerging as the star performer being one of the three channels in the Top 6 to have increased their viewer base post-IPL. It breached the 40% Reach mark in Wk 14 (for the second time in 2015) and has stayed above that since then. The other two channels to have grown in terms of Reach are Sony Max and UTV Movies.


:: Movies OK has seen its Reach and TSV growing hand-in-hand with each other over the past 10 weeks. There are a select group of titles that provide high ratings on a consistent basis, like ‘Kick’, ‘Jai Ho’, ‘The Real Jackpot’, ‘Singham’ series; all of these belonging to Action genre.


:: Across editions, IPL hasn’t disturbed the movie genre in a major way. In fact, this year, the genre (comprising of 16 channels, excluding Sony Max) grew during IPL weeks and this growth has continued in Wk 23.



:: In Wk 23 – 2015, gap between the genre leader and second ranked channel has dropped to 7 GRPs and the competition is expected to get fiercer in coming weeks. Other rankings remain the same.


:: Z Cinema and Star Gold saw a rise during Prime-Time. Z Cinema got 20 of its 40 Prime-Time GRPs from the premiere and repeat airing of ‘Lingaa’. Star Gold aired Action movies during evening prime-time all seven days of the week and reaped benefits mainly from South Dubbed titles like ‘Jeene Nahi Doonga’ and ‘The Real Jackpot’.


:: Growth of UTV Movies can be attributed to ‘Bhool Bhulaiya’ and ‘Khiladi 786’ during prime-time and ‘ABCD (Any Body Can Dance)’ during rest-of-day-part.


:: Apart from Sony Max, UTV Action saw a high drop, decreasing during Prime-Time as well as Off-Prime. In Wk 18 ’15, the channel had ventured into the Action/Thriller space by introducing the dubbed version of ‘NCIS Los Angeles’ at 2000 Hrs. However, the slot viewership has more than halved since then.


:: Weekend continues to rule the top rating list with ‘Lingaa’ and ‘Heropanti’ grossing the highest ratings.



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