MUMBAI: Sparked by a buoyant stock market, media stocks stood as big gainers on Monday. While the Bombay Stock Exchange benchmark Sensex scaled a new high to end the day 56.10 points up at 13,186.89, strong activity was seen in media scrips like Balaji Telefilms, TV18 and Zee Telefilms.

"There is a strong sentiment in favour of media stocks. Major action is happening in this sector and financial performances are improving," said a market analyst.

Balaji Telefilms gained 10.4 per cent in today's trade, moving up from the previous close of Rs 158.55 to end the day at Rs 175. TV18 rose 10.18 per cent to close at Rs 898.55 while UTV went up by 9.26 per cent to Rs 221.75.

Most of the other media stocks also firmed up with Zee Telefilms seeing a 3.62 per cent rise to close the trading session at Rs 337.65. Among the other gainers were TV Today (5.79 per cent to Rs 75.85), Sun TV (1.81 per cent to Rs 1264), Adlabs (1.88 per cent to Rs 365.55), K Sera Sera (1.43 per cent to Rs 31.95) and Bag Films (3 per cent to Rs 9.27). NDTV saw a marginal rise of 0.38 per cent with the scrip closing at Rs 236.30. Hinduja TMT, however, dipped by 1.48 per cent to Rs 519.15.

"There is investment interest in media companies from private equity and non media players," said an analyst in a brokering firm.

A recent indication of this is the buyout of 51 per cent stake in Asianet by former chairman and BPL Mobile CEO Rajeev Chandrasekhar. Several media companies have also recently raised money through public offerings. Raj Television Network Ltd has just filed documents with the market regulator, Securities and Exchange Board of India (Sebi), for its initial public offering (IPO).

"The media sector is set for further growth as digitalisation sets in. There is bound to be a rub-off effect in such stocks," the analyst said.