MUMBAI: In September, in an interview with Radioandmusic, Shri Adhikari Brothers’ Group CEO Manav Dhanda credited the group’s music channel Mastiii’s undisputed dominance and continued growth to one simple factor – gaining new audience. The latest BARC ratings not only approve the claim, but suggested a rare achievement rarely witnessed in music channels ecosystem. Hindi music channel Mastiii has garnered 30GRPs, the highest in music genre.
For almost a year, Mastiii held to summit in BARC ratings, and while its closest competitors attempted to disrupt the ratings for a few weeks, the latest ratings declare Mastiii’s unmatched effort as historic. The channel now leads by 45 per cent from the #2 Channel – Sony Mix and 52 per cent from the #3 channel – 9XM. In terms of impressions (in 000s), Mastiii leads the ratings with 147393 with the closest competitor B4U Music trailing through immense difference.
With these ratings, Mastiii does not only surpass every expectation from a music-driven channel, but closes in on GEC channels like &TV (38.17 per cent GRP), Sony Max 2 (26.12 per cent GRP), UTV Action (23.91 GRP). For a music channel in India, the progress does count as a motivating factor for media companies investing in music channels, plus the music viewership in general. Mastiii and 16 other channels in the genre cover a tiny piece of the entertainment consumption, and the channel’s Week 43 GRP ratings would potentially help change that.
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What makes Mastiii a winning story is the fact that the team behind the channel continuously understands consumer preferences from qualitative and quantitative research and as a result is serving them with innovative shows such as Mastiii Star Wars and Mastiii Doubles which has further added to the glory of the channel.
On the latest achievement, Dhanda said, “It is a proud moment for us to see our channel – Mastiii continuously create newer benchmarks, the constant efforts that we as a team contribute is the reason today we have created history by achieving the highest ratings ever in the genre. We value our consumers and believe in serving & satisfying their needs and at the same time creating value for advertisers.”
Here’s the list of the channels’ ratings against other music and GEC channels
Mastiii- 30GRP NCCS 15+
Sony Mix- 16.48GRP NCCS15+
9XM- 14.36GRP NCCS15+
&TV- 38.17GRP NCCS4+
Sony Max2- 26.12 GRP NCCS 4+
UTV action- 23.91GRP NCCS4+
