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As per Broadcast Viewers Analysis Council (BARC) information for week 8 (Feburary 18-24) for HSM city + rural, 2+ TG, Sony-owned Sony Leisure Tv (SET) and Sony Sab have seen their weekly viewers attain drop by 28%, and 21% to 48 million and 61 million, respectively.
Likewise, Disney Star’s StarPlus and Star Bharat have seen their weekly viewers attain dip by 20% and 23% to 70 million and 37 million, respectively.
Zee TV and &TV owned by ZEEL have seen weekly viewers attain drop to 57 million and 24 million, a drop of 19% and 28% respectively.
Colours has not seen drop in weekly attain since guardian firm Viacom18 did not change off alerts to the MSOs. The channel’s attain remained intact at 96 million. The viewership drop has occurred primarily because of the sign blackout by Disney Star, Culver Max Leisure (Sony), and Zee Leisure Enterprises (ZEEL) to main MSOs like Hathway Digital, GTPL, and DEN Networks amongst others between February 18-23.
The sign blackout had impacted an estimated 30-40 million cable TV houses. On February 23, the 2 sides ended the impasse by agreeing to signal contemporary agreements as per NTO 3.0. A senior official from a number one TV community stated that the broadcasters will compensate the advertiser for the loss in attain because of the blackout. “We’ll achieve this on a case-to-case foundation,” the official stated.
Trade sources say some purchasers had stopped their campaigns mid-way attributable to blackout. Emails despatched to Disney Star, ZEEL and Sony remained unanswered until the time of going to press. Media company Starcom India’s COO Niti Kumar stated company had discussions with broadcasters to ‘make good’ on the loss in gross ranking factors (GRPs).”We’ll do an analysis and if there’s drop in GRPs we are going to negotiate the make good which could possibly be in type of extra stock or sponsorships. It should differ from channel to channel, and it could possibly be some other worth add additionally,” she added.
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