Mastiii Enjoys Top Position In Hindi Belts

Within 6 weeks of its launch, the music and comedy channel creates history by becoming number 1.

BestMediaInfo Bureau | Delhi | August 20, 2010

Within six weeks of its launch, Mastiii, the Hindi music and comedy channel from the house of Sri Adhikari Brothers has created history. The 24-hour free-to-air channel has left behind all competitors in the music genre to capture the top slot across Hindi Speaking Markets (HSM). Mastiii has garnered 16.5 GRPs in the CS15+ group (SEC A,B,C) across HSM as per the TAM data for week 33. The channel is also number 1 in the CS4+ group across HSM, making it the most popular channel in its genre amongst children, youth and adults alike. For the first time in the history of Indian television a newly launched channel has achieved this feat in such short duration.

Speaking about the milestone, Markand Adhikari, Vice Chairman and Managing Director, SAB Group, said, “We are encouraged with the great response we have received within a few weeks of the channel's launch. It doesn't come as a surprise as we were very confident of our differentiated product that offers 24-hours of non-stop music and comedy. We conceptualized 'Mastiii' as an 'electronic radio', where people can tune in any time of the day for their dose of unadulterated fun”.

“This is just the beginning as we are committed to bringing our viewers non-stop Mastiii and achieve many more milestones in the time to come. For us, sustained leadership of the genre will be a mark of our success and we are gearing up to achieve just that”, he added.

Mastiii is a channel for everyone, no matter how old one is or what mood one is in… it aptly suggests 'Mastiii Chaalu Rakho'. When viewers on Mastiii are not swaying to thumping beats and heart rending melodies, they are sure to be in splits with the series of gags, spoofs, pranks and other comic acts put on by some of India's most loved comedians including Raju Srivastav, Suresh Menon, Sunil Pal, Shailesh Lodha, Raj Vyas, Kiku Sharda, Howard Rosemeyer and Sugandha Mishra amongst others.

Music on Mastiii ranges from the latest chartbusters to evergreen favourites. One of the bigger differentiating factors about the channel is that viewers are not left craving for their favourite part of any song because Mastiii plays full songs, un-abridged.

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