History channel helps grow Factual Entertainment Genre by 24% in first week

Mumbai: History , the world’s leading factual entertainment channel, which debuted its India edition on October 9th, 2011, has opened the launch week of ratings with aplomb. 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 and DISH TV, 19.8 million viewers across India tuned in to History during the first week of launch.

Cutting across segments & demographics, History had helped grow the Factual Entertainment Genre by 24% in just the first week. History also garnered significant market share in the launch week across market clusters.

In All India 1mn+ (including Metros), History ranks as a strong No.2 with 24% market share vis-à-vis Discovery (32%) and Nat Geo (18%) and ahead of the other factual entertainment channels. In 6 metros, History with 29% market share vis-à-vis Discovery (32%) and Nat Geo (14%) further reduces the gap between existing players and fortifies its entry into the genre.

History also leads the factual entertainment pack in time spent per viewer with 32 mins vis-à-vis Discovery (20 mins) and Nat Geo (16 mins) which is an indication of differentiated programming and the stickiness quotient of History’s content.

Overall, in the factual entertainment genre, History ranks as a clear No. 2 across market clusters and audience groups, now in the reckoning for a leadership position in the genre.

The channel is truly living up to its promise of Making History Everyday! Source: TAM, Week 42’11, CS AB 15+, all India 1 Mn+, 0600-2400 hrs.

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