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Help Surge in Ratings for Amrita TV
MUMBAI: An analysis of recent Television Audience Measurement(TAM) ratings for the period Jan 23- Feb19,2011 (Week 5 to 8) shows that Amrita TV has emerged as the second most preferred destination for viewers in the 8-10 pm band on weekdays among Malayalam channels.The surge is shown across the 15-55 age group among both males and females cutting across socio-economic segments

The program which has become a discussion point among viewers in India and Middle East among a cross-section is the trend setting real-life show,"Kathayalla Ithu Jeevitham" which is telecast Monday through Friday,9.30- 10 pm. "Kathayalla Ithu Jeevitham", Amrita TV’s progressive but atypical courtroom show, that is giving a new interpretation to the concept of social commitment has completed 150 episodes in March 2011.Hosted by yesteryear super star, Vidhubala,along with Kerala State Legal Services Authority,this unique program has witnessed consistent ratings.In effect this program is commanding nearly 50% of channel share of female viewership in this time band,among Malayalam general entertainment channels.

Another program which shows huge viewer acceptance and steady ratings is the one-hour dance talent hunt for children,"Super Dancer Junior"; the only dance show for the Under-15 on Malayalam television, which is telecast five hours a week(Mon-Fri 8 - 9 pm). It has become a runaway hit due to the fascinating blend of young talent and eminent jury panel comprising Sudha Chandran and Kala Master,acknowledged dance divas.This is the only show in the dance reality show genre which generates maximum TVRs and channel share.

While tear-jerkers and inane soaps normally rule the roost in prime time,Amrita TV serial," Chela Nerangal, Chela Manushyar", based on Jnanapith Award winning novel of Jayadevan has notched the second position for the channel on weekdays at 9 pm. The ratings reveal an aggregation of a growing class of serial viewers who appreciate fine stories, good acting and great production values.

Another property which is making record tam ratings is the recently launched "Spot News". Amrita TV is the only entertainment channel to introduce two-minute "Spot News", a half-hourly news snapshot,which has been received very well among news-obsessed Malayalis. Surprisingly, while News is traditionally associated with male viewers,"Spot News" is rated highly among both genders with consistent ratings from 6 pm to 10 pm, generating 700 TVRs or 2 TVR per minute,in the 15-55 age group across all male and female target groups

Additionally,a striking trend is the emergence of Amrita's News Bulletins as the Numero Uno choice for Malayali viewers.Aired six times daily at three-hourly intervals,the TAM reveals that in these specific time bands Amrita ,despite being an entertainment channel,commands a leadership position among Malayalam news channels--in particular,the News at 11 am and 3 pm are ranked No.1 in the CS 4+ segment.

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