| The
viewer's verdict for music channels for the year 2007 is out.
The long established players like MTV and Channel [V] are losing
on the front of relative shares while new kid on the block 9XM
has shown an unprecedented growth from the second month of its
launch.
Indiantelevision.com's
analysis of music channels using Tam data (HSM, CS 15 - 24
years, all day parts) during the one-year period beginning
January 2007 reveals that 9XM is way ahead than MTV and Channel
[V].
 Launched
in October 2007, 9XM, with its tagline Haq Se, had
secured a relative share of 43 per cent by December. In comparison,
MTV stood at 20 per cent while Channel [V] had 11 per cent.
|
Music
Channel's Relative Shares
|
| Channel |
Jan |
Feb |
Mar |
Apr |
May |
Jun |
Jul |
Aug |
Sep |
Oct |
Nov |
Dec |
| 9XM |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
0 |
6 |
34 |
43 |
| MTV |
32 |
29 |
31 |
32 |
29 |
30 |
31 |
31 |
32 |
29 |
21 |
20 |
| Channel
V |
15 |
14 |
13 |
11 |
11 |
14 |
13 |
11 |
13 |
16 |
11 |
11 |
| Music
India |
12 |
15 |
12 |
14 |
19 |
20 |
18 |
17 |
16 |
17 |
11 |
7 |
| B4U
Music |
12 |
11 |
11 |
11 |
9 |
10 |
10 |
13 |
13 |
11 |
6 |
5 |
| Zee
Music |
8 |
11 |
11 |
11 |
12 |
7 |
10 |
12 |
9 |
7 |
5 |
4 |
| ETC |
15 |
12 |
12 |
9 |
9 |
10 |
8 |
8 |
7 |
6 |
4 |
4 |
| YO
Music |
3 |
3 |
6 |
7 |
6 |
5 |
5 |
4 |
4 |
4 |
3 |
3 |
| Enterr10 |
4 |
4 |
4 |
4 |
3 |
2 |
4 |
3 |
5 |
5 |
4 |
3 |
| Lemon |
0 |
0 |
1 |
1 |
2 |
2 |
2 |
1 |
1 |
1 |
0 |
0 |
| Source:
TAM, TG 15 - 24, HSM, Jan-Dec 2007, All Day Part |
 From
January to October 2007, MTV was on top of the music channel
heap with an average relative share of 30 per cent while Music
India and Channel [V] were tossing for second and third position
with 15.8 per cent and 12.8 per cent respectively.
The
whole scenario changed dramatically with the launch of 9XM
in October. By the second month of launch, 9XM had 34 per
cent whereas MTV was reduced to 21 per cent and Music India
and Channel [V] had 11 per cent each.
 In
December, it was thumbs down for other channels like Zee Music
(4 per cent), B4U music (5 per cent), ETC (4 per cent), Enter10
(3 per cent) and Yo Music (3 per cent). Wooden spooner Lemon's
share is so insignificant that it has not even registered
on the GRP scale.
On
the new market scene, INX Media's music entertainment channel
head Vikas Varma says, "I think the qualities of youth
are what our channel targets, not necessarily as the demographic
youth. That is why we are getting the unprecedented ratings."
It
is to be noted that 9XM has no VJ's, only some animated characters.
The USP of the channel is current Bollywood songs. However,
the verdict among the media pundits is that 9XM is playing
only songs; it is more like an FM station in the visual space.
The
ratings have not got in much by way of ads as yet though so
how is it going to generate revenue? Avers INX Media revenue
management, advertising sales and new media group director
Probal Gaanguly, "We are offering 'Club INX' partnerships
to sponsors. Very soon we will officially announce the tie-ups.
An exclusive platform will be provided to them."
 MTV
India vice president ad sales and marketing Aditya Swamy has
a different story to tell: "Our ad sales and revenue
has gone up. We have established the youth based music channel
in India. Roadies, Konees (animated characters) etc are our
initiatives; it is not fair to compare it with a channel like
9XM. We are a youth brand."
Channel
[V] head honcho Amar K Deb sings a similar tune. "Channel
[V] has won awards for many initiatives we have taken. We
have our hands full and our competition is not with 9XM. It
is anyways too early to comment on the future," avers
Deb.
Music
India that started life without ad breaks, gave in to the
lure of commercials in 2007. 9XM appears to be going the same
route, with a few ads visible on the channel intermittently
since the beginning of the year.
If
indeed all that the Indian viewer is interested in is uninterrupted
songs sans ads, it will be interesting to watch how the year
unfolds for 2008.
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