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Hindi music channels facing the winds of change
It has been an action-packed year for the music genre – be it in the form of change in logo, change in tagline or a total turnaround in content. Take MTV for instance, the channel decided to drop the 'Music Television' in its name in a bid to broaden its appeal to a larger segment of people. This apart, MTV has also upped its fiction content. Similarly, Channel [v] has also launched an array of fiction shows on the one hand and reduced its music content on the other hand.

Currently, the market is abuzz with talks about MTV and Sony planning to launch their own music-only channels. Until a few months ago, 9XM was the only 24-hour Hindi music channel. However, with the launch of Mastiii, that equation seems to be changing.
Channel Share

[Image: 01.jpg]

Share by Age

Share by Age It is no surprise that the core audience of these music channels is the youth, with approximately 36 per cent of the viewership coming from the 15-24 age group. (Source: TAM Peoplemeter; Period: January to July 2010, HSM Markets). What is interesting to note is that early 31 per cent of the youth are from the SEC D/E categories and not from the metros or mini metros.

The viewership in terms of gender is more or less balanced with 50.1 per cent viewership coming from males (4+ years), while the remaining 49.8 per cent viewership coming from females (4+ years).

[Image: 03.jpg]

Trends during Daypart

As opposed to the general perception that the prime time garners the highest viewership, the data shows that as far as music channels are concerned, the highest viewership comes from the morning slot of 9 am, where the viewership is more than 35 GRPs.

[Image: 04.jpg]

Genre Share

Even though music channels are upping their fiction content, film songs continue to dominate the overall content with a whopping 59.1 per cent share in the total genre. Reality shows contributed a mere 8.3 per cent.

[Image: 05.jpg]

Top Advertisers

Since the core TG of this genre is the youth, the top advertisers and brands are the ones that target the youth. Aerated soft drinks and cellular phone service providers are the top advertising categories, while Hindustan Unilever and Coca Cola are the top two advertised brands on the channels in this genre.

[Image: 06.jpg] [Image: 07.jpg]

Expert Opinion

Rakesh Singh, Associate Vice President, ZenithOptimedia, felt that viewership on the music genre had definitely come down and the genre did not have the same popularity as in the past. According to him, "The growth of FM stations has given tremendous competition to this genre as listeners would definitely prefer the content on radio and find it more handy that the music channels. There is a decent amount of viewership (on TV) which has converted to listenership (on radio) and hence, there is a need for innovation in the music genre."

Sushma Y Jhaveri, Senior VP, Carat Media India noted, "Music channels are viewed as filler and 'listened to' in the background while carrying on with one's work, especially in the mornings. Music channels are not high on appointment viewing. It is difficult to say whether this genre will grow in the future. But today, surely, there is low differentiation among the music channels."

According to T Gangadhar, Managing Director, MEC Global, "While the music genre seems to be doing well, there are significant developments happening on the programming front. Channels are reducing reliance on music and are broadbasing their content with the view to create a versatile appeal. There seems to be a focus on getting a more loyal, appointment viewing audience through 'differentiated' original programming, format shows, movie-based content, etc. It will be interesting to see how the pure-music channels perform in the months to come."

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