MUMBAI: Music channel etc has scored a lead over recently revamped sibling Zee Music as well as other channels in the arena by grabbing a channel share of 30 per cent in the week ended 29 November 2003.
According to the channel, Zee Music was able to notch up a share of 18 per cent while lead contender MTV had a share of 23 per cent. Quoting TAM figures for all India C&S homes (four + age group), etc says Channel [V] had a share of 13 per cent in the same week and B4U had a share of 11 per cent, while distant rival CMM could muster a channel share of five per cent.
etc’s hold over the Hindi speaking markets (north, east and west) also overshadows the rest of the players, the channel contends. During the week ended 29 November, etc had GRPs of 16.1, while MTV was way behind at 13.16, Channel [V] was at 13.86, B4U at 7.84 and CMM at 5.11. Zee Music, the channel that comes from etc’s parent Zee, too boasted GRPs of 14.28.
Maintaining that etc had clung on to the number one position amongst music channels during this year, the channel says it had an average channel share of 35 per cent in the Hindi speaking (North, West and East) C & S homes, while rivals lagged behind – MTV at 16 per cent, B4U at 14 per cent, Zee Music at 16 per cent, Channel [V] at 12 per cent and CMM at seven per cent.
Even in reach, claims etc, the channel rules in Hindi speaking markets, with five per cent reach while closest rival MTV has three per cent reach. After its recent merger with another Zee subsidiary, Econnect India Limited, etc has launched three new shows featuring music recently.
Tarana, a half hour back to back compilation of upbeat tracks from the 1980s and 90s will be telecast from Monday to Saturday at 11 am. Dance Dance will showcase dance tracks from various films and pop albums. The songs on this show will range from folk to reggae to cabaret to love songs, and will be telecast at 4.40 pm Monday to Saturday.
Another new show, Pop Flashback will have a collection of old Hindi pop songs. This half hour compilation of peppy old fast tracks will be telecast every Monday at 8 pm with repeats on Tuesday at 2 pm.
Tag: C & S homes
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etc claims lead in Hindi speaking markets
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Channel Guide expects cable ads to bring in revenues
Six-month-old infotainment channel Channel Guide is all set to enter a new field of ‘Satellite Video Delivery Service’. Elaborating on the concept, Ravi Deshmukh, COO, Channel Guide Network India Ltd says: “There is a growing demand from advertisers for a cheaper way of reaching local cable operators. There are close to 10,000 cable operators in India. The cost involved in reaching out and delivering hard copy to all of them is huge and beyond the capacity of small and medium scale advertisers.
Channel Guide plans to make use of its satellite service during the night hours (as the channel is off air from 11 pm to nine am) to telecast the advertisements. Cable operators can record advertisements and telecast them on their network on agreed upon terms. “We have agreements with almost all the cable operators and will have one monitoring agent for every 100 cable operators who will monitor their performance.”
The advertiser will decide the area he wants to cover and accordingly inform Channel Guide. The advertisements to be telecast will be given to the channel. The area monitoring agent will in turn inform the respective cable operators, who will then record the signals and show it on the network at the specified time.
Advertising rates are fixed depending on the number of connections and the area for each cable operator, giving advertisers the option to opt for the optimum mix of advertising budget and target customer. The revenues will first go to the channel which will pay the cable operators through the agents.
“They (advertisers) can even change the advertisement seven days before telecast, a provision not possible in other advertising options. In fact, we are studying a proposal to start uplinking from India, which will reduce the seven-day minimum to one day. This is likely to be through by January next,” says Deshmukh.
Commenting on Channel Guide’s position, he says: “We have reached five million C & S homes. A paid advertisement service called ‘Channel Guide Exclusive’ will start this month,” he said, but refused to divulge the name of the channels that have agreed to advertise on Channel Guide. Apart from the broadcasters, film and music companies are expected to use the channel as an advertising medium.
Regional language programming, slotted in the 8-9 am band, will also start from this month, says Deshmukh.
The company is also looking at content syndication for programming and giving it to small regional print publications. “We receive programming data for almost all channels, while small publications die to get the data. We can provide them the same,” he says.