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Overview 2007: AXN in GEC, Discovery in Infotainment – English leaders don’t change

02-January-2008
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Overview 2007: AXN in GEC, Discovery in Infotainment – English leaders don’t change

The English entertainment genre has seen significant action in 2007. The general entertainment segment saw action with new players entering the fray, established players fortifying their positions and the fight against the I&B Ministry to ensure no further ‘blackouts’. The English infotainment genre might not have been seen as much action, but many new initiatives were seen from players like National Geographic and Discovery.

English general entertainment

The English general entertainment genre has been very active throughout the year, what with some ‘firsts’ like Zee Café managing various properties that premiered in India at the same time as the US and the UK premieres, and Star World getting some of the most successful international properties on the channel.

TAM Media Research shows that for the C&S ABC 15+ in the mix metros – on the ratings front, however, minus a few days – AXN has been the clear leader in the genre. However, a significant problem that AXN had faced was the Information & Broadcasting Ministry’s objection against the content of the channel, leading to the channel’s blackout.

The first few weeks of 2007 saw AXN dip in channel share due to this reason, and the gainer at the time was Zee Café. The only other time when AXN saw a dent in its dream run was in the last quarter, when Star World had season finales of its prime property ‘Desperate Housewives’ as well as other events that gave it a high in a few weeks.

The second place saw a tussle between Zee Café and Star World. The first half of the year saw some inclination towards Zee Café, with more number of weeks garnering better shares for the channel than for Star World. However, the second half saw more shares coming for Star World. Nonetheless, for Zee Café, this was quite an improvement for the channel over its last year’s performance.

A newcomer in the year was BBC Entertainment. However, the channel has not yet made any mark on the ratings count. At least the market sources believe that 2008 should be a different story.

English infotainment channels

The year clearly seems to belong to Discovery as far as ratings are concerned. TAM Media Research data for the target C&S 15+ ABC in the six metros give the channel a clear high in the year. Discovery has not seen a dent in its run in the year at all. National Geographic Channel (NGC) and Animal Planet compete very closely for the second spot.

In the first half of the year, Animal Planet saw some better weeks as compared to NGC, but the second half of the year saw NGC on a good run. The channel introduced several new shows like ‘My Brilliant Brain’, ‘Nat Geo Investigates: Seconds from Disaster’ and the ‘Combating Terror’ series in the second half of the year.

Discovery Travel and Living also saw a good run in the year. Though the latest addition to the Discovery family, the channel has seen weeks when it has competed very closely with sister channel Animal Planet and NGC for channel shares. In the second half of the year, Animal Planet seems to have lost a little on the channel share count.

The History Channel has picked up in the last quarter enough to compete with the other channels. Where the first half of the year saw History placed as a clear number five player in the genre, by the second half, there are some weeks when the channel has picked up.

NDTV Good Times, another lifestyle channel from the NDTV family, was introduced in the year, and in terms of ratings, the channel has something to show for a newcomer.

The clutter in the graphs of the infotainment channels signify the trend that is seen in the genre of the increasing number of players. However, as the industry has always said when a new player is announced, ‘the more, the merrier’.

More Overview 2007 stories:

Overview 2007: Changing tunes in music channels with new players coming in

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