People watch more Hindi movie channels on Direct-to-home (DTH) than cable channels and the Analog space. In absence of Cable Channels on the DTH platform, reach for Hindi Movie Channels has increased to about 34.5% on DTH as per statistics provided by aMap — Audience Measurement and Analytics — an overnight TV Audience Measurement System.
Cable Channels get a 29.3% reach and Hindi Movie Channels garner about 26.5% reach in the Analog space. The reach for the same set of Hindi Movie Channels has increased to about 34.5% on DTH. Even the time spent has increased for this genre on DTH. These include channels like Filmy, Set Max, Star Gold, UTV Action, UTV Moviez and Zee Cinema.
"The Hindi Movie Genre reach is much higher in The DTH space for both mid-size towns and metros. Distribution issues are eliminated on the DTH platform and hence, these channels have a better reach on the DTH platform," said Jinti Shah, Vice President, aMap, Audience Measurement and Analytics. "DTH platform gives better clarity and the audio and video perception is much better. Digital clarity enhances the view and customers experience superior quality viewing," said Sanjay Behl, chief executive of Reliance BIG TV.
TAM Media Research's, TV Viewership analysis firm of India, spokesperson agrees that the reach in terms of minutes is more for the DTH space than cable and satellite homes, "Average weekly time spent by viewers watching Hindi movies is 190 minutes for the cable and satellite homes and 218 minutes for the DTH homes."
9 January 2011 — The Sunday Guardian.
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