History channel emerges as a clear leader in the factual entertainment genre

Mumbai: History channel, the world’s leading factual entertainment channel, which launched on India’s television screens in October, continues to hold on tight to the No. 1 position in 6 metros market cluster in the space thereby bringing a joyous end to 2011.

The channel garnered 31% market share vis-à-vis Discovery’s 26% and National Geographic’s 18%. Since its launch, HISTORY has added an unprecedented impetus to the genre, growing it by 55% (Week 52 v/s Week 38- 41’11)!

History channel continues to garner the highest time spent per viewer with 33 minutes vis-à-vis Discovery (20 minutes) and National Geographic (20 minutes). With its distinct look and refreshing feel, HISTORY has truly changed the manner in which factual entertainment is perceived. In addition, the channel is also bringing about some extensive changes across marketing, digital and also outreach through its initiatives to grow the genre and make it appealing across the board.

Overall, History channel also performs across all parameters and is in the reckoning for a leadership position across other TGs in 1 million+ and All India market clusters as well.

With a connectivity of 50 million households across on leading cable TV platforms such as HATHWAY CABLE, IN CABLE, DEN Networks and leading DTH platforms such as TATA Sky DISH TV and AIRTEL, HISTORY reaches out to over 40 million viewers across India since its launch.

Source: TAM, Week 52’11, CS AB 15+, 0600 – 2400 hrs

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