In just six weeks after its launch, Mastiii, the music and entertainment channel from Sri Adhikari Brothers, has crossed the market shares of established channels such as 9XM and B4U Music. In Week 33, Mastiii had 14.6 per cent of market share for C&S 15+ and 14.9 per cent market share for C&S 4+ and was ahead of channels such as B4U Music (13.6 per cent market share for C&S 15+ and 13.2 per cent market share for C&S 4+) and 9XM (12.7 per cent for C&S 15+ and 13.7 per cent for C&S 4+).
Roughly a month back, media professionals had predicted that Mastiii had the potential to overtake 9XM. Channels such as MTV, which was supposed to be the category leader, is far behind with a market share of 12.4 per cent for C&S 15+ and 12.3 per cent market share for C&S 4+. Similarly, Channel [v]’s market share was at 10.8 per cent for C&S 15+ and 10.4 per cent for C&S 4+.
Mastiii’s channel share grew from 12.2 per cent (Week 29, C&S 15+) to 12.8 per cent (Week 30, C&S 15+) to 13.1 per cent in Week 31. It did dip a bit in Week 32, when the share of the channel was 12.9 per cent for C&S 15+, but then picked up in Week 33.
On what has worked for Mastiii, Markand Adhikari, MD & Vice-Chairman, Sri Adhikari Brothers Television Network Ltd, explained to exchange4media, “The viewers have accepted the programming format of the channel and the channel plans to become the distinct category leader in the next three months.”
He, however, agreed that there would be times when the channel’s market share would fluctuate and added that it happened to every channel.
Mastii has earmarked a marketing budget of around Rs15 crore for this annum and approximately 10 per cent of that will be spent in the marketing of shows during festivals.
On the other hand, Natasha Kapoor, Media Purchases Director, MediaCom, pointed out that the trend of using VJs in music channels was fading out and that was possibly where Mastiii scored. She said, “The channel has good distribution and hence, that would result in more people watching it. However, there are chances of the numbers declining.”
Hariharan Vishwanath, National Trading Head, MEC, too, believed that the initial numbers of the channel were from the ample distribution network and the initial marketing campaign. He added, “I would say the key has been distribution, but others can also get their act together on that and then it will become a pure content plus type of music played.”
However, media planners do agree that it is too early to decide how the channel will perform over the next few months. Although Mastiii is performing well at present, it does face a threat from the new music channels that are slated to launch in the next few months.
Media professionals’ verdict: Mastiii has the potential to overtake 9XM
Mastiii is going to be like an ‘electronic radio’: Markand Adhikari