Mumbai, October 13, 2011
Channel [v] achieved 30 GRPs this week and marched ahead of its close competitors - MTV and Bindass in the highly fragmented youth entertainment category. The popular youth-based fiction shows Dil Dostii Dance and Humse Hai Liife have been the key propellers of this performance.
Channel [v] has been strengthening its dominance in the youth prime time band of 7-8 pm over the last quarter. The channel for the first time experimented with a daily fiction by launching Dil Dostii Dance in Q2 2011. The show has done exceedingly well and has led the genre for over three months.
The channel's new fiction show Humse Hai Liife - with just five weeks on-air has now climbed the charts to be the number one show for two consecutive weeks. Both the daily fiction shows, Humse Hai Liife and Dil Dostii Dance are campus-based concepts that focus on determined and passionate youngsters who want to make it big in life through their passions.
The average time spent by the youth (CS15-24 ABC) on Channel [v] during the youth prime-time band of 7-8 pm for weeks 37-41 has been 11.2 minutes; making it second only to Indian television leader, Star Plus (14.2 minutes). This landmark performance shows the pull of the channel among the audience, even when compared to GEC heavyweights.
Commenting on the performance, Mr. Prem Kamath, Executive VP and GM, Channel [v] says, "Our thorough research and understanding of the youth has helped us grab eyeballs time and again. We have pioneered a range of genres - from music, to reality and now fiction, with a single agenda of being in sync with youth preferences and reflecting their lives and aspirations in our content. The success of these properties is evident as viewership of primetime airings has not only beaten competition but also mainstream GEC's."
After the resounding success of campus-based concepts that connect with the youth, the channel has a set of big ticket shows in the pipeline.
*Source: TAM Wk41, HSM CS 15-24 ABC, HSM Markets, Weekly GRPs
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