Television
Report on Hindi News Viewership

Regional TV channels ride the growth wave, show surge in ad volume

Tamil and Telugu channels saw the sharpest growth, followed by Marathi.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/12/06/tv.jpg?itok=Nr3DzdyB

Mumbai: The month of October registered the highest advertising volumes for the year 2021 on TV, as per Broadcast Audience Research Council (Barc) India. But what also remained significant was the growth story scripted by the regional language channels in South, Marathi, Punjabi and Bhojpuri, with a consistent growth in ad volume, not only over 2020 but also 2019 levels.

In the South cluster, Tamil and Telugu language channels saw the sharpest growth YoY at 17 per cent and 33 per cent, respectively, in terms of ad volumes. According to Barc India, Star Maa became the most viewed Telugu general entertainment channel (GEC) in week 42 (16-22 October) (U+R, 2+, India) and continues to be in the top three channels of India in the last four out of six weeks. Tamil GEC Star Vijay was a leader in the weekday primetime slot in three out of four weeks of October and its shows ranked number one in top fiction and non-fiction programs.

The Marathi language genre saw a 12 per cent increase YoY in ad volumes with Star Pravah recording the highest reach in the Marathi GEC market. In week 46, Star Pravah achieved its highest-ever TV ratings at 479 GRPs (U+R 2+) for Maharashtra/Goa. Nine out of ten shows among the top 10 programs for Marathi GEC are consistently from Star Pravah for weekdays (U+R, 2+) as per data.

Star Maa aired the latest seasons of ‘Bigg Boss Telugu’ and ‘Super Singer’ in October, similarly, Star Vijay aired the latest seasons of ‘Bigg Boss Tami’, ‘Star Music’ and ‘Cook with Comali’ during the month. Star Pravah aired its talent show ‘Me Honar Superstar Jallosh Dancecha’ and announced ‘Me Honar Superstar Chote Ustaad’ which started from 4 December.

Punjabi genre also recorded a 28 per cent growth in ad volumes YoY. PTC Network which operates seven channels in the Punjabi entertainment and news space including PTC Punjabi, PTC News, PTC Chakk De, PTC Punjabi Gold, PTC Simran and PTC Music and accounts for 70 per cent market share in the Punjab market led the ad volume growth in October, according to PTC Network managing director and president Rabindra Narayan.

“The market sentiment was very good this year compared to the previous two years. In fact, many manufacturers and suppliers did not anticipate the demand during Diwali and faced supply shortages. Both local and new clients increased their advertising budgets, however, for us retail clients and local advertisers grew the pie,” said Narayan.

PTC Network also invested in launching fresh unscripted content including the second season of talent show ‘Hunar Punjab Da’ and latest season of singing show ‘Voice of Punjab’ in October. The channel is planning to launch new fiction IPs in January next year.

IN10 Media Network’s Bhojpuri movie channel Filamchi Bhojpuri also saw a nine per cent growth in terms of viewership during the months of September-October, a time when the focus is on major events like Diwali and Chhath Puja to showcase films and devotional content. “Regional channels have seen an upward trend in viewership in the past few years. And the festival season sees a keen interest from both viewers and advertisers,” said Filamchi Bhojpuri vice president – strategy Tarun Talreja.

A range of advertisers visible on Bhojpuri channels include categories like FMCG, retail, lifestyle and e-commerce. “The advertising trends continue to be positive for the genre with a clear focus from brands looking at Bhojpuri speaking markets as a key reach builder spiralled by both increased consumption of Bhojpuri content and wider reach,” noted IN10 Media Network head of revenue Kavita Sagar.

The channel showcased a new world TV premiere every week of the festive month and during Chhath Puja aired devotional songs as well as movies highlighting the festival. On 14 November, Filamchi Bhojpuri streamed the film ‘Dulhan Wahi Jo Piya Man Bhaye’ on its YouTube channel which has garnered over 34 million views as of 30 November. Within 15 days of the film release, its YouTube channel grew by 3.2 lakh subscribers, said the channel.

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/zee-bangla_0.jpg?itok=oiLrIQy-
Zee Bangla Cinema unveils new brand identity

Zee Bangla Cinema, India’s leading Bengali-movie channel, will commemorate its decade-long journey with a new brand identity. Unveiled in time for the upcoming festive season, the evocative all-new brand identity highlights how movies have the power to make everything magical.

Television TV Channels Movie Channels
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/27/pib.jpg?itok=oFuYwXSa
I&B discusses strategies for unleashing M&E’s potential with industry experts

Development of the audio-visual sector requires industry-friendly policies, collaboration, and regular interaction between the government and industry stakeholders.

Television TV Channels People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/dandelooo_0.jpg?itok=llkf74e4
Dandelooo grabs worldwide distribution rights for ‘Our Piggy’

Mumbai: Emmy Award-winning French animation production and distribution company Dandelooo has struck a deal with the Emmy Award-winning Czech film and television production company Bionaut for the new adorable comedy series Our Piggy. The deal gives Dandelooo exclusive worldwide distribution rights...

Television Production House Non-Fiction
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/zee-business-launches-new-show-on-financial-education.jpg?itok=coVPkuQJ
Zee Business launches new series 'Rupee Ki Paathshala' on financial education

What is common to Mad Money with Jim Cramer, The Profit, Shark Tank, and Rupee Ki Paathshala? Well, you guessed it right – these are some shows which cater to the diverse nuances of the financial spectrum, namely, analysing stocks, the financial markets, investments, and even entrepreneurship.

Television TV Channels News Broadcasting
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/26/mathrubhumi.jpg?itok=KRyV1Ytv
Mathrubhumi to organise a one-day event on World News Day

Mathrubhumi on Monday announced plans to host an event on World News Day on 28 September at the Uday Palace Convention Centre, Kowdiar Gardens, Thiruvananthapuram.

Television TV Channels Viewership
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/25/cma1.jpg?itok=PNQp77ga
Striking the right note: Clef Music Awards'22 unveils the winners in a glitzy ceremony

It was a scintillating Saturday night at Mumbai’s Sahara Star hotel as the stars aligned to stage the second edition of Indiantelevision.com's Clef Music Awards.

Television TV Channels Music and Youth
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/zee-media1.jpg?itok=DDUdy99m
Zee Media's permission to transmit channels in Ku Band, revoked

The disgruntled TV networks couldn’t be any happier. In what seems to be a relief for most TV networks, an order passed by the Ministry of Information & Broadcasting (MIB) on 23 September

Television TV Channels News Broadcasting
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/bb9.jpg?itok=G_ZQkx1d
Colors Kannada gets innovative to market Bigg Boss Kannada-9

Colors Kannada is getting one step closer to its audiences with standout marketing innovations and initiatives for the ninth season of Bigg Boss Kannada.

Television TV Shows Reality
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/09/24/100.jpg?itok=-aTgC0Ay
Shemaroo TV’s ‘Waah Bhai Waah’ hits a century

Shemaroo TV’s marquee show, Waah Bhai Waah marks a new milestone of completing 100 episodes. The show, which features Shailesh Lodha as host, will present its centennial episode on Monday, 26 September from 9 p.m. to 10 p.m.

Television TV Channels Viewership