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Writer: Suraj Ramnath - Thursday, Jan 12,2012 8:05 AM
Hindi GECs lose sheen; growth for movies in 2011

The year of 2011 saw a mix of things with channels from different genres going for re-branding and re-launching. TAM People Meter Systems, CS 4+ All India Market provides the statistics of how the year has gone for different genres from the period of 2009 to week 50, 2011.

Hindi GEC genre loses its share in 2011!
Hindi GEC has been leading with a major chunk of the viewership than any other genres for years. According to TAM data, in the year 2009 the viewership was at 26.61 per cent, which went up to 29.22 per cent in 2010. However, this number slid to 27.43 per cent in 2011.

The year of 2011 saw Sony and Colors engage in a fight for the No. 2 position. ‘Kaun Banega Crorepati 5’ propelled Sony to the No. 2 position. Although questions were raised about whether Sony would be able to hold on to this position, the channel’s spokespeople time and again maintained that their aim was to be in the No. 3 spot at the end of the year and that they wouldn’t come under any pressure if they lost the No. 2 spot. Eventually, Colors did get back to their No. 2 position post ‘KBC 5’.

When it came to channel launches, STAR India scrapped Star One and brought in its place a new channel – Life OK.

In this genre, Star Plus has been leading the pack throughout, but a look at the TAM data for CS 4+ All India Market, reveals a fall of 1.79 per cent for the genre, which merits a rethink for the channel on how this decline happened.

South channels continue to see decline
On the other hand, South Indian channels have been seeing a considerable decline, which started from the year 2009, when their viewership stood at 25.99 per cent. It came down to 24.84 per cent in 2010 and further fell to 23.71 per cent in 2011. A fall of 2.28 per cent from the year 2009 definitely doesn’t augur well for the advertisers as they tend to cash in through the viewership of a channel like Sun TV.

Hindi movie channels see steady growth in 2011
The Hindi movie genre saw a marginal growth of 0.13 per cent in the year 2011, taking its overall growth figure to 11.89 per cent. The numbers show that the genre did well in the year 2009 with 11.73 per cent as its viewership, but dipped to 11.35 per cent in 2010 before picking up again in 2011.

The highlight for this genre was Star Gold making its way to the top after its re-branding. They were the first to premier all the latest Bollywood releases such as ‘Zindagi Na Milegi Dobara’, ‘Singham’ and ‘Bodyguard’, among others.

English movie genre up by 0.28 per cent
Like its Hindi counterpart, English movie genre also saw a growth of 0.28 per cent, taking it to 0.97 per cent for the year 2011, as compared to 0.69 per cent in 2010. With viewership going up, it has been a positive time for the channels and advertisers alike.

Music channels see continuous growth from 2009-11
Music genre has been seeing a steady rise over the years with channels like Etc, MTV and Channel [v] ruling the hearts of the youngsters. Adding to this bouquet now are channels like 9XM and Sony MIX, which has grown this genre.

The music genre has grown by 3.16 per cent, gaining 0.56 per cent from that of the year 2010 in this genre. Compared to that of the viewership of the year 2009, which had a genre share of 2.36 per cent, 2011 saw a rise of 0.8 per cent.

Factual entertainment genre up 0.3 per cent in 2011
Factual entertainment genre saw a marginal growth of 0.3 per cent in 2011, taking the figure to 1.13 per cent, as against 1.10 per cent in 2010, as per TAM data for CS 4+ All India Market. The second half of the year also saw channels launching language feeds to build a strong regional viewership base.

The re-launch of History channel was one of the biggest highlights in this genre for the year 2011. The marketing strategies adopted by the channel and bring on board Salman Khan as brand ambassador helped the channel establish itself firmly in this genre. Meanwhile, Nat Geo beefed up its programming with ‘X-treme Trail’. The channel underwent a re-branding in the month of December, focussing on three Ps – product, packaging and proposition.

Commenting on the highlights for factual entertainment genre in 2011, Keertan Adyanthaya, MD, Fox International Channels India, said, “The main story this year has been the increased focus on localisation with almost all players introducing more regional feeds to their existing channels in a bid to increase penetration of the genre and appeal to a wider set of audiences who might not have watched the genre due to the language barrier. NGC added Telugu, Tamil and Bangla feeds, while Discovery added Telugu and Bangla feeds, and launched a separate Tamil channel. History also launched with Tamil, Telegu, Bangla and Marathi feeds in addition to the English and Hindi feeds.”

Adding further on the growth of this genre, Adyanthaya said, “The genre is definitely growing with existing channels launching new regional feeds and new channels also launching this year. Genre shares overall have increased thus indicating an increased appetite for the genre.”

Sharing his views on the highlights for the year 2011, Deepak Shourie, Director South Asia, BBC Worldwide Channels said, “The launch of new channels in the infotainment and English Entertainment genre has been the highlight for 2011. We launched in January 2011 as a multi-genre channel, a first of its kind, with a line-up of shows from factual, lifestyle and entertainment genres.”

Commenting on the growth of the TV industry, Shourie said, “2011 has been a year of recognition of potential of the Indian market. With the greater opportunities to enter the market, we have witnessed an increase in number of channels and all over the world India is seen as a big ticket market.”

The factual entertainment genre does seem to have come up in terms of viewership and the statistics from TAM does show that it is going to keep moving upwards with every year.

Kids genre makes a good growth in 2011 with 6.25%

The highlight for 2011 in the kids genre would be the launch of Viacom18’s new channel Sonic in the month of December which has completely action based cartoon shows. The spotlight was on the channel as it was first of its kind in this genre with all new shows and it provides new content to the kids.

According to TAM reports, kids genre has seen a good growth from the year 2009 where it had a share of 5.48% then growing to 5.95% in 2010 and then going further up with 6.25% in the year 2011. The growth of 0.77% for the genre from the last two years, will definitely boost the confidence of channels and the advertisers.

It’s been a mixed year for television industry with some genres rising and some of them declining. When it comes to GECs and South Channels, it would be interesting to see what they do for 2012 because of declining numbers in the genre share.

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