Channels of SAB group top charts in Rural BARC Ratings

Sri Adhikari Brothers Group Channels further 

strengthen their foothold

by Shrutee K/DNS

Mumbai : In the last two weeks with the release of rural data, while most networks seem to have hit the topsy turvy ground, Sri Adhikari Brothers Channels display dominance across India. Mastiii has been the number 1 music and youth channel for over a year now. The Channel flourished during the TAM rating system and had managed to hold the reigns of the music genre and be the leader in the category even during the paradigm shift in ratings to BARC household data. At the advent of the BARC individual data, the channel had only grown further and now with the release of rural ratings, Mastiii has established its dominance all over India and continues to set a new benchmark at every stage.

Mastiii has been dominating the music genre with their channel’s unique programming being the differentiating factor. Post the rural data release competitors like 9XJalwa, B Play, Sony Mix and others have witnessed a drop by 40% - 50% but Mastiii continues to hold the number 1 position. The Channel alone has a relative share of 20% with a GRP of 23.94 in a 16 player category.

Mr. Manav Dhanda, Group CEO, SAB Group said “Mastiii has already been number one channel in the music and youth space for almost over a year now and with BARC’s rural ratings our network channels have further established their dominance. We are ahead by atleast 50-70% from the second ranked channel in the music genre“(Pre and Post rural data based GRP trends are highlighted below via graphs).

This show of dominance was further displayed in other channels of the network, channels like Maiboli, Dabangg, Dillagi are also doing phenomenally well. In week 42, in UP-Bihar market, Dabangg continues to dominate the charts with 37.17 GRP’s leaving behind players like Big Magic Ganga at 6.66 GRP  and Dangal at 35.90 GRP. With a dominance of Bhojpuri speaking population amounting to 90 Million wherein 20 million fall in Bihar and rest 70 million belong to U.P., Dabangg has managed to create a strong foothold and maintain its number 1 position both individually and U.P. and Bihar combined as well.

Maiboli, the Marathi channel, on the other handpost, with the release of rural data, saw the ratings averaging at 31.40 which amounts to a drastic increase of 58% leaving behind 9X Jhakaas at 10.17 GRP. To conclude the summary, it is imperative to note that Dillagi, the movie channel of SAB group also superseded its competitors due to its remarkable rural presence.

Mr. Manav Dhanda, Group CEO, SAB Group further added “We are delighted onthe phenomenal response that channels from our group have garnered. Our internal research had prepared us for the changing dynamics and we were very focused to make the necessary changes and emerge even stronger than before. In a country where over 60% population is rural, we were aware that it is imperative to be proactive towards the initiative taken by BARC in finally presenting the data that represents India as whole. Our team has been aligned in our vision to satisfy viewer’s content requirement and the same has paid off.”

About SAB: Sri Adhikari Brothers Group is a pioneer in the field of Indian Media and has gone through various stages of growth over the last 3 decades. It is a leading Indian M&E conglomerate with interests in Broadcast, films, and content production and publishing. The group’s channel Mastiii is the leading channel in Hindi Youth & Music genre in the Indian M&E industry through 2015 and continues to be rated as the no. 1 television channel in the music genre (Source: BARC).The group has envisioned and founded the comedy genre in Indian broadcasting sector by creating a leading light humor centric television brand, SAB TV. The Group has a network of five channels and intends to expand its bouquet by launching various channels in the years to come and also concentrating on expansion of its core business i.e. Content Production and Syndication. Governance Now which is a bilingual from Sri Adhikari Brothers aims at creating awareness in the society on issues of governance & policy. The group is already in the process of setting up two state of art production studios and its film arm expects to sign over a dozen projects in the coming financial year.