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Music Channels: Intense competition leads to fragmentation of the audience pie<br>An exchange4media analysis of the viewership patterns

06-May-2002
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Music Channels: Intense competition leads to fragmentation of the audience pie<br>An exchange4media analysis of the viewership patterns

Inspite of Popstars and other promotions, Music channels have a long way to go. As against a cumulative channel share of over 40% achieved by the three mainstream channels during prime time, top 4 music channels put together manage just about 1.5% share.

In this analysis, we look at the trends over the past few weeks and see how the Channel V popstar strategy has worked out for Star.

The show was launched on 21st February (Week 8) this year to creating a female pop band in India. It was billed as the biggest talent hunts on Indian music scene so far and the initial hype did justify the excitement. Channel V spared no efforts in creating the team from getting the best music directors from bollywood to getting the best people in town to groom the girls. The channel is also known to be spending a fortune on the girls. Reportedly the girls will be paid a hefty Rs 1 lac a month for the initial contract period, which is two years. So has this big bet worked?

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