MUMBAI: When it comes to Malayali entertainment, Asianet isn’t just leading the pack, it’s setting the rhythm of prime time itself. With a commanding 64 per cent share of urban prime-time viewership, nearly two out of every three urban Malayalis now reach for the remote only to land on Asianet. That’s not just a number, it’s a cultural footprint proof that Asianet has cracked the code of storytelling that entertains, inspires, and reflects everyday Kerala life.
Front and centre in this success story is the juggernaut that is Bigg Boss Season 7. The show alone drives 24 per cent of Asianet’s total viewership, making it the single-largest prime-time engine across Malayalam television. Compared to last season, the current edition has levelled up dramatically weekday audiences are up 14 per cent, while weekends have surged a whopping 23 per cent.
What explains this pull? A volatile mix of drama, emotional storytelling, and a cast that sparks conversations from dining tables to office chai breaks. Bigg Boss has transformed into more than a TV format, it’s a social ritual that spills into memes, reels, and debates in every Malayali Whatsapp group.
Reality may be booming, but fiction is hardly lagging behind. Asianet’s weekday line-up continues to hold families glued with stories that echo Malayali life. Chempaneer Poovu, Patharamattu, Pavithram, and Teacheramma remain household favourites, weaving tales of dilemmas, resilience and small triumphs. Meanwhile, newer entrants like Mazhathorum Munpe are steadily winning loyalty, proving Asianet has mastered the delicate balance of nostalgia and novelty.
Asianet’s power doesn’t stop at serials and reality. The channel has carved a niche with its marquee cultural specials and premieres events that feel less like programming and more like festive gatherings. The nostalgia-packed Maveli Kottaram, the adrenaline-filled star singer special event, and the much-talked-about premiere of Thudarum have created moments that transcend living rooms and bind generations together.
Since its birth in 1993, Asianet has been more than just a channel. Over 32 years, it has mirrored Malayali aspirations, frustrations, and celebrations, standing by as a cultural companion through shifting eras of broadcast and format. Today, its reach goes beyond Kerala, stretching across the Middle East, Europe, North America, and Southeast Asia, ensuring the global Malayali diaspora feels connected to its roots.
Even as formats change and new platforms emerge, Asianet continues to feel contemporary while staying rooted in tradition. It remains the gold standard in Malayalam entertainment. a channel that’s less of a broadcaster, more of a family member.
Because in Kerala, prime time isn’t a slot, it’s Asianet time.
Leave a Reply