MAM
Sony back to No.2, Satyamev Jayate enters top 10
MUMBAI: Sony Entertainment Television (Set) has added nine GRPs (gross rating points) in its tally to jump back to No. 2 position in the Hindi general entertainment channels‘ (GEC) ladder after a gap of three weeks.
As per TAM data for week ended 26 May (HSM, C&S, 4+), Set is the biggest gainer of the week and has garnered 219 GRPs in the week ended 26 May.
Meanwhile, Star Plus continues to lead the genre with 266 GRPs. It added four GRPs to its last week. The Aamir Khan-produced ‘Satyamev Jayate‘ for the first time found its place in ‘top 10 shows‘ list. The show registered 2.95 TVR in its third episode where it discussed the issue of dowry in India.
As per the data provided by the channel, Satyamev Jayate has reached to over 330 million people over the first three episodes aired in India. The show‘s rating has grown to 4.6 TVR in HSM markets (All 4+, HSM) and a national TVR of 3.9 (All 4+, All India).
The channel clarified that these are simulcast ratings of the original episode aired on Sunday morning 11 am across nine channels (Star Plus, Star Pravah, Star Jalsha, Star World, Star Utsav, Star Vijay, Asianet, ETV Telegu and Doordarshan).
Meanwhile, one GRP away from Set, Zee TV with 218 GRPs (last week 213) has slipped back to No. 3. The channel has launched a new fiction property ‘Sapne Suhane Ladakpan Ke‘ on 21 May that clocked an average of 1.6 TVR.
The show had replaced ‘Choti Bahu‘ (season 2) that ended its journey with an average of 1.5 TVR in the week 21 (20-26 May).
Colors, the Viacom18 Hindi GEC, has lost 12 GRPs to slip to No.4 again. A majority of its fiction shows have seen a dip in viewership. ‘Balika Vadhu‘ though remains the third most watched show among the GECs, rating 4.14 TVR this week as compared to 5.03 TVR in the last week.
Meanwhile, Sab has come back to the fifth spot as Life OK, the Star India‘s second GEC, has lost 10 GRPs during the week to return to No. 6.
Sab ended the week with 115 GRPs in its kitty while Life OK closed with 113 GRPs.
Sahara One with 41 GRPs (last week 39) remains at the bottom of the ladder.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
