In exactly two months from launch, ET Now, the business news channel from Bennett, Coleman & Co. Ltd, has toppled NDTV Profit to become the second most viewed channel in Metros. According to latest data from TAM Media Research, for the week ended 15 August, ET Now had a 26% market share, while NDTV Profit had a 21% share. Market leader CNBC TV18 has a 47% share, while UTVi is scraping the bottom with a 6% share. (Click on the image or here to view a slideshow with details.)
In the All India segment, NDTV Profit is ahead, but ET Now has narrowed the gap from the previous weeks. There is now just a difference of 7 percentage points between ET Now and NDTV Profit.
This is an impressive achievement for a two-month old channel and should be a cause of serious concern to NDTV Profit. What is significant is the steady growth of ET Now, which shows that the channel is able to consistently attract new viewers and also retain them.
CNBC TV18, while well ahead just now, has suffered a 20 percentage point drop in market share in metros since the launch of ET Now (comparison between the week under review and the week of ET Now’s launch). While TAM data fluctuates quite a bit and TV18’s share goes up once in a couple of weeks, it hasn’t touched the levels it was at two months ago, during these eight weeks.
UTVi, which has 4% market share (all India) for the week under review, will have to come up with a game changing strategy.
In the general entertainment segment, NDTV
Profit Imagine fell from 141 GRPs to 104 GRPs for the week under review. The finale of Rakhi Ka Swayamvar (RKS) got the channel a lot of viewers and much press, but the viewers have not stayed since the show ended. In the weeks the show was on, Imagine was consistently in the 130 GRP range. Expensive shows such as RKS are worth it only if it gets the audience to sample other shows on the channel and stay on. For Colors’, the marquee shows got the audience and the ratings didn’t fall once those shows ended.
Star Plus is on top with a narrow margin, followed by Colors and Zee. Real now has 8 GRPs. That’s yet another channel that would have to reinvent itself.