TAM Media Research data for Week 48 (November 23, 2008 to November 29, 2008) are here. The Mumbai terror attacks that saw news channels telecast non-stop live coverage of the rescue operations in South Mumbai for three days has significantly increased the viewership share of news channels. As is known, many channels telecast the event without any commercial breaks.
Data shows that Hindi news channels have seen the maximum gain, followed by English news channels. When the average of the previous four weeks (week 44 to week 47) was taken into consideration, the viewership share of Hindi news channels jumped from 6.7 per cent to 16 per cent in week 48. Similarly, English news channels increased from 0.5 per cent to 0.9 per cent in week 48. Hindi business news channels grew from 0.4 per cent to 0.5 per cent, and English business news channels increased from 0.31 per cent to 0.34 per cent.
Hindi general entertainment channels have seen the largest dip in shares amongst all genres. While the genre share of the average of last four weeks was at 32.5 per cent, it dropped to 22 per cent in week 48. With the exception of channels like SAB, all Hindi GECs have seen a significant dip. It may be recalled that Hindi GECs have been on a decline trend for three weeks now due to repeat telecast. Colors’ GRPs plunged from 199 to 124; Zee TV was at 102 GRPs and Star Plus dropped to 98 GRPs.
Though marginal, some of the other genres that saw decline include English entertainment, English movies, Hindi movies, Infotainment and Music genres.
Meanwhile, the sports genre showed growth in week 48 – from 5.9 per cent to 6.2 per cent.
Aaj Tak leads among Hindi news channels
TAM Media Research shows that for the C&S 15+ in the Hindi speaking markets, Aaj Tak has shown significant growth. The relative channel share for Aaj Tak has grown from 17 per cent in week 47 to 23 per cent in week 48. Star News was 15 per cent in week 47 and 16 per cent in week 48. India TV, despite getting a notice from the Ministry of Information and Broadcasting for some part of its coverage, has stayed at the 16 per cent share that it had in the previous week.
IBN7, too, has stayed at 11 per cent share as in the previous week, though Zee News grew from 9 per cent to 11 per cent. NDTV India, too, has maintained an 8 per cent share.
All the other channels in the genre have dropped. News 24 dropped from 5 per cent in week 47 to 4 per cent in week 48; Samay dropped from 6 per cent to 4 per cent; Tez dropped from 4 per cent to 3 per cent; DD News dropped from 4 per cent to 2 per cent; Live India dropped from 3 per cent to 1 per cent and India News dropped from 2 per cent to 1 per cent.