Hindi movie channels write a firm script during IPL; news channels fall marginally

26 May 2011
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MUMBAI: The IPL storm has failed to blow away the ratings of the Hindi movie channels while the Hindi news channels have seen a marginal fall.

In an earlier analysis, Indiantelevision.com had shown how the Hindi general entertainment channels (GECs) had managed to tame the Indian Premier League (IPL) monster this year.

The Hindi movie channel genre has witnessed a spike in share during the IPL season 4. The genre surged to a share of 21.49 per cent during the IPL window, as against 12.72 per cent in the four weeks prior to the tournament. For the next four weeks post-IPL, the genre share slipped to 15.87 per cent, according to TAM data (C&S, 4+, Hindi speaking market).


Explains Zee Cinema business head Mohan Gopinath, “The IPL season coincides with the summer vacations. So movie channels gain during this period as there is ample time at disposal to watch movies. Also, they have various promotions running during this season such as kids’ content, special movie premieres and contests to attract the young ones and the family."

Besides showing various kids'movies such as Taarzan The Wonder Car and Taare Zameen Par, Zee Cinema also had a special contest running -- Cinema's_'Khel_Khel_Mein'. The channel had roped in actress Tisca Chopra for below the line (BTL) promotions, which was activated across the country and was aired during the commercial breaks.

Meanwhile, the Hindi news channels segment dropped marginally to a genre share of 5.36 per cent during the IPL, from 5.64 per cent in the four weeks before the IPL. The genre share rose to 6.2 per cent during the four weeks post IPL.

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