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

Mastiii, the music and entertainment channel from Sri Adhikari Brothers, may be only three weeks old, but the channel has excited media professionals, who have given it the thumbs up. The channel’s numbers have been received in a positive light by media professionals and it content seems to have found quite a few takers across age groups.

e4m by Khushboo Tanna
Updated: Jul 29, 2010 8:34 AM
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.

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