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NBA viewership growing in India, says Six biz head Prasana Krishnan

Thakur

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MUMBAI: Basketball action on Multi Screen Media’s (MSM) sports channel Six is growing in viewership, courtesy of the NBA. The channel airs 14 live matches each week and the results of a sustained push are starting to show. “The NBA continues to be the growth story in sports. The reach is up by over 50 per cent so far this season. TVTs have risen because the time spent has increased significantly. This shows that there is more salience and fan following for basketball. Our strategy of trying to get people to watch some live sporting action in the morning has paid off,” said Six business head Prasana Krishnan. “For the live games, this season has seen a phenomenal 192 per cent growth in ratings, over a similar stage last season. Average TVTs have been 12 per game compared to four TVTs last season. This is reflected in the average reach per game increasing to 0.3 million viewers, compared to 0.1 million viewers per game last season. The time spent per person has also increased to six minutes per game, compared to three minutes last season. “The average improves if they take into account only the second live game each day which typically tips off on or after 7:30 am and hence falls in a better viewing band. The average TVT increases to 15 per game with an average reach of 0.4 million viewers per game and time spent of 6 minutes per game.” Quoting Tam data C&S 4+, Krishnan said that the growth is being fuelled by the small towns as well as metros especially South India, with Chennai, Kerala, AP and Rest of Karnataka (excluding Bangalore) showing maximum growth in viewership compared to last season. Meanwhile, the traditional markets like Mumbai, Delhi, Kolkata and Gujarat 1 Mn+ are the top-reach markets. He further noted that the total cumulative viewership this season so far for the live games is 11.5 million viewers, which indicates a 53 per cent growth over the cumulative figures last season at the same stage, which stood at 7.5 million viewers

Read more at: http://www.televisionpost.com/television/nba-viewership-growing-in-india-says-six-biz-head-prasana-krishnan/ | TelevisionPost.com
 
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