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History TV18 tops factual entertainment genre in 1 Mn+ markets in one TG

Expands category leadership beyond 6 metros; claims 32% market share and highest time spent per viewer among CS15+ AB

BestMediaInfo Bureau | Delhi | February 16, 2012

History TV18, which launched in India in October last year, has extended its lead in the factual entertainment genre from the No. 1 position in the 6 metros market cluster to all of urban India. The channel became a leader in the metro markets within a month of its debut; and now in a short span of four months, it has emerged as the numero uno in the 1Mn+ market cluster. The lead in the 1Mn+ (including metros) market cluster is a significant one since it contributes 70 per cent viewership in the factual entertainment genre and is home to approximately 70 per cent of affluent India.

The channel garnered 32 per cent market share vis-à-vis Discovery’s 27 per cent and National Geographic’s 15 per cent in 1Mn+ towns including metros in TAM CS15+ AB. It continues to consolidate leadership in the metros with a market share of 39 per cent. The numbers are also in line with History TV18’s launch promise of broadbasing the factual entertainment genre. Since its launch, the channel claims in press communication that it has added an unprecedented impetus to the genre, growing it by 59 per cent (Week 6’12 vs Week 38-41’11).

The channel also claims highest time spent per viewer with 44 minutes vis-à-vis Discovery (23 minutes) and Nat Geo (16 minutes).  Close on the heels of the channel’s initiatives across all functions – distribution, marketing lead activities, programming mix and the launch of the seventh language – Gujarati -- besides English, Hindi, Marathi, Tamil, Telugu and Bengali, the channel continues to set new benchmarks in the genre. The channel has introduced innovative outreach and digital initiatives. It has a Facebook community of more than 4.4 lakh, while a path-breaking partnership with CBSE reaches out to more than 10,000 schools.

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