Emerging a clear winner in the viewership race on Thursday, Star India Network’s English GEC cluster i.e Star World, FX and Fox Crime seized a 72% relative share in the category. FX alone garnered 37% of a relative share of viewership, delivering 31% more than AXN (656 GVTs), Z Café (688 GVTs) and Comedy Central (351 GVTs) combined in the last week. This week too, FX rises as the undisputed English GEC leader with 2215 GVT, recording the highest ever GVT in the category since Week 26 of 2013. It is interesting to note that 5 of the top 10 shows, namely The Listener, The Guardian, The X Files, Breaking Bad in this week belong to FX. Beating established players in the race, FX leads the category across 24 individual weeks of 31; currently averaging at a strong 30% relative share of viewership in Yr 2014. FX continues to get ahead with 2.24 Mn average weekly reach, surpassing its competitor AXN who remains at 2.12 Mn for the last eight weeks . Since its growth in the last 12 months, FX continues to be the channel with the highest traction, clocking a TSV count of 32 mins in the current week while other channels in the genre were at an average of 16 mins; thus garnering twice as much time spent on the channel than the rest. To reinstate this position, FX recently launched a massive marketing campaign to connect with its increasing viewer base. An array of innovative outdoor, digital, on-air marketing ideas have been put to motion to excite their growing audience. Of the 10 top watched shows in Week 31, 9 shows including The Listener, Masterchef Australia, House MD and Breaking Bad, among others belong to the Star Network. The FX show, “The Listener” topped the category with 582 GVTs and Star World’s flagship show – MasterChef Australia S6 garnered 533 GVTs. Over the last few weeks, Star World has seen an unprecedented growth of 686 GVT’s. With top shows like House and Masterchef Australia (launched in Week 31), the channel leads the weekday prime time viewing on the category. 50% more viewers sampled the M-F 9 pm slot on Star World as against previous week, thanks to the buzz and 360o marketing for the show. Star World is the 2nd highest on engagement with 25 minutes. The 3rd channel in the stable is also on the growth wagon. Maintaining its GVT growth since last week, Fox Crime has been on par with older channels like AXN & Z Café with a 11% relative viewership share. Week 31 saw Fox Crime inching towards AXN, just 2 GVTs behind the channel. And Fox Crime is the 3rd most engaging channel on the category with a timespent of 21 minutes. Source: TAM India | TG: CS 15+ AB | Market: All India 1 Mn+ (unless otherwise mentioned)
Source: Indiantelevision.com
