Amongst the growing popularity of general entertainment channels in the past few years, the Non fiction genre in India has been fighting hard to keep its neck over the water. Lack of interest from the viewers side coupled with the rising popularity of general entertainment channels has lead to a situation where the Non fiction channels are fighting hard to create a market for themselves. Discovery and National Geographic both have been fighting hard to expand the market ever since they entered. So much so that they see each other’s presence beneficial to each other since that helps them expand the market and increase awareness and interest on the programming.
Today we look at a few trends on how these channels are performing amongst the audience. We consider a TG 15 + Yrs, M/F, Sec ABC. We look at 9 city data for the analysis.
Both NGC and Discovery together manage just about 1% of the prime time channel share as compared with the main stream entertainment channels, which manage to garner more than 35% (Star Plus, Zee TV and Sony) put together.
Discovery and NGC have both recently announced some new initiatives. Where Discovery has implemented a programming concept based on specific different programming for specific time bands, NGC has started with the Prime Time band.