Top Story

e4m_logo.png

Home >> Media - TV >> Article

Media professionals’ verdict: Mastiii has the potential to overtake 9XM

29-July-2010
Font Size   16
Media professionals’ verdict: Mastiii has the potential to overtake 9XM

Mastiii, the music and entertainment channel from Sri Adhikari Brothers, was launched in the first week of July this year. Mastiii offers a mix of Hindi music along with comedy in various formats such as gags, jokes, spoofs, and so on. Seems like this combination has worked well for the channel as the data from TAM suggests that the channel’s reach and viewership has been increasing over the past two weeks.

In the first week of its launch (Week 28), Mastiii had got 8 GRP (C&S 4+, HSM), while in the C&S 15-24 year old age group, it secured a GRP of 13. These numbers grew in the next two weeks – while the numbers for C&S 4+ grew from 13 GRP (Week 29) to 15 GRP (Week 30), the numbers for the 15-24 age group also grew from 19 GRP (Week 29) to 20 GRP (Week 30).

Apart from the GRPs, the reach of the channel has also increased since its launch. The channel’s reach for C&S 4+ grew from 13.52 per cent (Week 28) to 15.5 per cent (Week 29) and to 16.35 per cent (Week 30). In the C&S 15-24 age group, the reach increased from 17.06 per cent (Week 28) to 19.77 per cent (Week 29) to 20.53 per cent (Week 30).

Media professionals are very optimistic about these numbers and the future growth of the channel.

According to Shailesh Velandy, Vice President, Mudra Max, “The numbers are certainly heartening and does, therefore, seem to have a decent potential within the realms of the genre under operation.” Talking about the content of the channel, he said, “Clubbing of music and comedy is quite synergistic; given that both are in the light entertainment space. Moreover, the SAB banner has quite an understanding of the genres and this is definitely to their advantage.”

Similarly, PM Balakrishna, Vice President, Allied Media, also felt that the combination of comedy and music had worked for the channel and that the presence of comedy artists such as Raju Srivastava had helped draw in audiences from the 15-24 age group as well.

He further said that in just three weeks, Mastiii had come quite close to the reach of 9XM. In Week 28, 9XM’s reach for C&S 4+ was 21.82 per cent, which dropped to 20.48 per cent in Week 29, only to slightly increase to 20.55 per cent in Week 30.

Similarly, for the 15-24 age group, 9XM reached out to 26.73 per cent (Week 28), only to marginally decline to 26.24 per cent (Week 29) and to 26.01 per cent (Week 30).

“Mastiii has the potential to overtake 9XM,” Balakrishna affirmed.

Velandy of Mudra Max added that while the channel connectivity was decent in the key HSM markets, it should also pick up mirroring the performance growths in viewership with time, and that would only further the strength of the channel (if everything remains the same) in time to come.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign