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BARC India: TV viewership has increased the most in South India

Assamese channels saw the maximum increase in viewership in last one year with a 144 per cent spike. The Marathi genre saw a 87 per cent increase during the same time

BestMediaInfo Bureau | Mumbai | October 26, 2016


Television viewership has increased manifold in the last one year, and South zone has contributed the most to this growth. Among the four zones of the country, South zone witnessed a growth of 41 per cent in viewership in the last 53 weeks, from Week 41 of 2015 to Week 41 of 2016.

BARC India has completed rollout of 53 weeks of all- India data in Week 41 of 2016.

As per the latest post of BARC India on Twitter on October 25, West zone had the second best growth rate of 15 per cent, followed by North zone with 13 per cent. East zone showed the slowest growth rate with 8 per cent in the last one year.

The measurement agency also published the growth graph in viewership in regional genres. While Assamese channels saw the maximum increase in viewership in the last one year with a144 per cent increase, the Marathi genre saw an increase of 87 per cent over the same time.

The Assam market did saw a few channel launches in the last one year, one of them being News18 Assam from Network18 group. The Marathi market has grown possibly because of the spurt in the number of world television premieres of some of the top grossing movies. The spends on both programming and marketing have increased within the Marathi television space.

The third regional genre to see a healthy growth is the Telugu market, which has seen an increase of 67 per cent in the last one year. The Kannada market saw the next maximum viewership growth garnering a 47 per cent growth.

The Punjabi and Malayalam genres saw a growth of 22 per cent and 18 per cent, respectively.

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