MUMBAI: For India's first 24-hour non-stop Punjabi music channel- Balle-Balle, which launched on 14 October 2002, one and half years of existence has been quite rollicking one. Or so they claims.
While the channel isn't yet taking on the big guns of the music industry like MTV and Channel [V], it seems to be beaming ear to ear touting latest TRP ratings. The channel claims that it has delivered 50 per cent more viewership during prime time across all age group and is the most watched channel amongst the age group of 15-44.
Quoting the Tam data for the week 16 - 20 February '04 for SEC ABC in various age groups, the music channel claims that it is only channel whose viewership remains the same irrespective of whether Gurubani is aired or not.
| AVG TVR | ETC Punjabi | Alpha Punjabi | Balle Balle | MH 1 |
|---|---|---|---|---|
| Indv 25+ | ||||
| Across the day | 0.60 | 0.23 | 0.22 | 0.26 |
| Minus Gurbani | 0.30 | 0.21 | 0.21 | 0.14 |
| Prime Time | 0.26 | 0.37 | 0.30 | 0.14 |
| Indv 15+ | ||||
| Across the day | 0.52 | 0.21 | 0.22 | 0.26 |
| Minus Gurbani | 0.29 | 0.25 | 0.22 | 0.16 |
| Prime Time | 0.25 | 0.34 | 0.29 | 0.18 |
| Indv 4+ | ||||
| Across the day | 0.44 | 0.19 | 0.20 | 0.24 |
| Minus Gurbani | 0.25 | 0.18 | 0.20 | 0.15 |
| Prime Time | 0.31 | 0.32 | 0.30 | 0.19 |
According to the data disseminated by Balle Balle, the channel delivers 50 per cent more viewership during prime time across all age groups, the channel believes that it has a set of dedicated viewers. And is number one music channel during prime time.
While the sales pitch this time on for the channel will surely be about its ability to maintain and gradually build on its viewership base over the past one year, lets wait and watch what more they have on hand.
