Though there is lot of skepticism regarding TV viewership thesedays and generally people are of the opinion that it has declined tremendously, thanks to digital media, but according to BARC India’s Week 41 report of 2016, Punjabi television viewership has seen a 22 percent growth.
Maximum growth has been reported in South zone which witnessed 41 percent increase in viewership in the last 53 weeks, from week 41 of 2015 to 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 a 144 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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