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‘Premium’ Music Concerts: Anybody watching?

03-June-2002
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‘Premium’ Music Concerts: Anybody watching?

Westlife, a hugely popular Irish band, may have entered Guinness Book of World Records for maximum chartbusting No 1 songs, but a ‘special’ telecast on HBO recently, found few takers in India. Similar is the fate of other premium concerts like Madonna Live (on HBO), Bruce Springsteen and a few other concerts on Star World. With little audience interest, what role do they play in your media plan?

Lets take a quick look at viewership numbers. Chart 1 below indicates that barring one center (Bangalore), viewership numbers for four recent concerts were extremely low. A well-packaged concert, Madonna Live, on HBO did not register any viewership at all, in 3 key centers - Mumbai, Delhi and Bangalore. Down south in Chennai it could muster a 0.3% rating. Similarly, a concert by rock icon Bruce Springsteen on Star World, on 1st January this year, drew a almost 0% rating point across all 4 metros. This inspite of putting such shows on prime time!

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