Niraj Rathod
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If a picture is worth a thousand words, music is worth millions and the year 2011 helped the industry to generate multi-millions. Year 2011 can be called the year of growth for the music channels. And it is Bollywood that provided some of the most popular numbers to the music television industry in India, which has 49 channels in the genre and is way ahead of other media markets across the world.
The Hindi music category operates at approximately 245 GRPs and Rs 3.92 billion. From year 2010 there were two distinct categories of music channels seen in the country, the ones that focused more on non music content than music and the ones that focused on pure play music content like 9XM. These Pure Music channels contribute 48 per cent of Hindi music GRPs and 36 per cent of revenue for the genre.
One of the main reasons for the growth of this genre was the advent of so many new players in this space. With just 10 music channels in 2010, today we have at least 14 channels concentrating on the music genre. The music genre share in the year 2011 increased from 2.5 per cent to 4.2 per cent. This increase of the absolute channel shares can be attributed to trends which were seen prominently in the year 2011.
The music genre has traditionally been highly fragmented and characterised by low viewership. To hold viewer interest and differentiate themselves, channels keep innovating their programming and content. Continuing from last year, music is no longer the mainstay of music channels. The year 2011 saw these channels experimenting with content and positioning appeal to the audiences. These experimentations included large format reality based shows being launched on channels to expand their viewer base.
read more > http://www.indiantelevision.com/special/y2k12/punit_pandey_yearender.htm
The Hindi music category operates at approximately 245 GRPs and Rs 3.92 billion. From year 2010 there were two distinct categories of music channels seen in the country, the ones that focused more on non music content than music and the ones that focused on pure play music content like 9XM. These Pure Music channels contribute 48 per cent of Hindi music GRPs and 36 per cent of revenue for the genre.
One of the main reasons for the growth of this genre was the advent of so many new players in this space. With just 10 music channels in 2010, today we have at least 14 channels concentrating on the music genre. The music genre share in the year 2011 increased from 2.5 per cent to 4.2 per cent. This increase of the absolute channel shares can be attributed to trends which were seen prominently in the year 2011.
The music genre has traditionally been highly fragmented and characterised by low viewership. To hold viewer interest and differentiate themselves, channels keep innovating their programming and content. Continuing from last year, music is no longer the mainstay of music channels. The year 2011 saw these channels experimenting with content and positioning appeal to the audiences. These experimentations included large format reality based shows being launched on channels to expand their viewer base.
read more > http://www.indiantelevision.com/special/y2k12/punit_pandey_yearender.htm
