afaqs!

Hindi music genre grows by average 40 GRPs during TAM blackout

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing | December 28, 2012
While the genre garnered an average of 184 GRPs between Week 31-40, this average went up to 224 GRPs between Week 41-50. However, the rankings of the channels mostly remain unchanged.

As expected, the release of TAM data has pointed out many major trends in the viewing patterns. In line with expectations, during the 10 weeks when the four metros went from analog to digital, the average GRPs of the Hindi music genre have increased by 40 points in the Hindi Speaking Markets. The change was observed, considering the TG as C&S, 15-24 SEC ABC HSM.

During Week 31 (viewing patterns between July 29 and August 4) to Week 40 (September 16 to September 22), the genre garnered an average of 184 GRPs, while in the period between Week 41 (September 30 to October 6) and Week 50 (December 9-15), the average grew to 224 GRPs. The Hindi music genre hosts 14 channels and despite the increase in the average GRPs, the rankings amongst the channels remain largely unchanged, as per the data provided by one of the TAM subscribers.

The three channels which have gained the most during this time are 9XM, Bindass and MTV, while M Tunes HD is the only channel which has shown a drop in its GRP numbers.

9XM

9XM, from 9X Media, has remained at the top position; its average GRPs grew from 21.9 (Week 31-40) to 31.5 (Week 41-50). The channel clocked 30 GRPs in Week 51, ending on December 22.

At No. 2, MTV has increased from an average of 20.8 GRPs (Week 31-40) to 27.3 GRPs (Week 41-50). In the current week (Week 51), it registered 28 GRPs.

At No. 3, Bindass has grown from 17 average GRPs (Week 31-40) to 26.8 average GRPs (Week 41-50), an increase of about 10 points. The ranking of the channel, too, has gone up from No. 6 (Week 31-40). Meanwhile, in the current week, it has clocked 27 GRPs.

Mix, the music channel from MSM's stable, has increased its average GRPs from 20.6 points (Week 31-40) to 22.3 points (Week 41-50). The channel has dropped its ranking from No. 3 to No. 4. It has garnered 27 GRPs in the current week.

Next, at No. 5, Mastii has acquired 19.7 average GRPs (Week 41-50), about the same as the 19.8 average GRPs that it garnered during Week 31-40. In the current week, the channel has scored 19 GRPs.

B4U Music has fallen from the fifth position, though its average GRPs grew from 17.5 points (Week 31-40) to 18.1 points (Week 41-50). The channel has clocked 18 GRPs in Week 51.

At No. 7, Zoom, from the Times Group stable, has increased from an average of 16.3 GRPs (Week 31-40) to 17.1 GRPs (Week 41-50), maintaining its rank. In the current week (Week 51), it has registered 19 GRPs.

At No. 8, UTV Stars has grown from 14.4 average GRPs (Week 31-40) to 16.5 average GRPs (Week 41-50). The ranking of the channel, too, has gone up (from No. 9 in Week 31-40). Meanwhile, in the current week, it has clocked 14 GRPs.

Mtunes HD, the newly launched music channel, has dropped its average GRPs from 15.5 points (Week 31-40) to 14.2 points (Week 41-50). The channel has dropped in ranking from No. 8 to No. 9. It has garnered 11 GRPs in the current week.

9X Media-owned 9X Jalwa follows next with 10.3 average GRPs (Week 41-50), up from 8.6 average GRPs that it garnered during Week 31-40. In the current week, however, the channel has scored 11 GRPs.

Though there are 14 channels in this genre, the remaining four are at the trailing end of the list, comprising Zing (Zee Network), Z ETC (Zee Network), Music Express and Music India.

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