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Asianet on growth curve; widens gap with nearest rival

03-August-2009
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Asianet on growth curve; widens gap with nearest rival

Asianet has been having a good year in 2009. The leading Malayalam general entertainment channel has further widened the lead with its nearest second. Asianet has been consistently scoring on an average 1100-plus GRPs (Source: TAM; CS F ABC 15+, Kerala Total Market; from weeks 23 to 30) for the last two months.

This is more than double the viewership figure of Surya, the immediate competitor and Sun Network’s Malayalam GEC. The weekday prime time GRP of Asianet is four times that of nearest competitor Surya.

The credit of scoring the highest ever recorded GRP in Kerala is also with Asianet. The channel has scored a GRP of 1371 (Source: TAM; CS F ABC 15+, Kerala Total market) in week 17 of 2009, when it aired the mega finale of ‘Star Singer’.

A wide array of blockbuster movies, popular fictions like ‘Ente Manasaputhri’, ‘Paarijatham’, ‘Devi Mahathmyam’, ‘Sri Mahabhagavatham’, crime thriller ‘Rahasyam’ and reality shows like ‘Idea Star Singer Season 4’, ‘Munch Star Singer Junior’, ‘Mammootty: The Best Actor Award 2009’ (the first week itself recorded an 18+ GRP in F 15+), other leading in-house porogrammes like ‘Saregama’, ‘Tharavishesham’, ‘Adukkala’, talk show ‘Nammal Thammil’, comedy satire ‘Cinemala’ and other variety offerings have helped the channel record impressive viewership numbers.

According to R Sreekantan Nair, VP, Programming, Asianet Television, newly introduced shows like ‘Mammootty: The Best Actor Award’ and some of the in-house produced shows had helped the channel reach the position where it is today.

He added, “We are planning to start a few more new shows, which can definitely garner more GRPs and help us to grow further. Until now, our focus was on prime time alone, but it has reached a saturation point in GRPS. So, now we are attempting to get more GRPs in our non-prime time.”

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