Mumbai, Jan 3: Hindi music channels tend to attract loyal audiences over a longer period than youth-focussed channels like MTV and Channel V.According to recent INTAM data, the 24-hour Hindi music channels, Entertainment Television Channel (ETC) and Music Asia, show better channel reach in longer duration viewing. MTV and Channel V, however, outscore the Hindi music channels in shorter periods among audiences in cable and satellite (C&S) homes.The reach of ETC at 20 minutes duration is 15 per cent among the 4+ individuals in C&S households at Mumbai during the one-month period November 29 to December 28, 1999. Music Asia fares better with a 16 per cent channel reach while MTV and Channel V are at 12 per cent and nine per cent. Delhi shows a similar trend with ETC having a reach of 12 per cent while Music Asia is 11 per cent. MTV improves with a 11 per cent reach while Channel V is poorly placed at seven per cent. ETC does better than all the music channels in the 30-minute and 45-minute durations. It even beats Music Asia.
While ETC has a reach of nine per cent in the 30-minute period at Mumbai, Music Asia lags behind at seven per cent. ETC in Delhi has a reach of seven per cent, compared to Music Asia's six per cent. For the 45-minute period, ETC's reach (five per cent) is higher than Music Asia (two per cent) in Mumbai. Music Asia, however, takes a lead in Delhi with a four per cent reach, as against ETC's two per cent. MTV and Channel V lag behind in both the cities .
In the Southern region, it is a mixed result with ETC faring better than Music Asia in Chennai. The Zee Network music channel, though, gets back in Bangalore. MTV and Channel V follow behind the two Hindi music channels."There is a loyal viewership running across ETC and Music Asia. Audiences tend to stay more with these channels once they tune in," said a media analyst.
The youth-focussed channels, MTV and Channel V, however, overtake the Hindi music channels in the shorter time frame. The reach of MTV among the audience who have watched for one minute in Mumbai is 56 per cent while Channel V is at 51 per cent. ETC is behind at 42 per cent while Music Asia is at 38 per cent. In Chennai, MTV and Channel V are locked at 34 per cent while ETC has a reach of 24 per cent and Music Asia 21 per cent.
For the three-minute period, MTV and Channel V have a reach of 47 per cent and 43 per cent in Mumbai while ETC has 37 per cent and Music Asia 36 per cent. Music Asia fares better than Channel V in both the time periods in Delhi.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.