Comedy Central Races to No. 1 English Entertainment Channel Within 9 Weeks of Launch, Captures 22% market share in the English Entertainment category
Mumbai, March 28, 2012: Comedy Central, India’s first 24*7 English Comedy channel, has raced ahead to the No. 1 spot in the English Entertainment category, within just the ninth week of its launch by amassing a substantial 22% market share, moving ahead of established players like Star World, AXN, Zee Café, among others.
The English entertainment space is populated with 8 players and the advent of Comedy Central in India marked the entry of the 9th player. According to TAM, Comedy Central in its ninth week of launch garnered 22% market share in the SEC AB, 15-34, 5 metros (Delhi, Mumbai, Kolkata, Bangalore and Hyderabad). The English Entertainment pack now has a new leader with Comedy Central at 22%, followed by AXN at 21% and Star World at 16% (viewing hours – 6 am to 1 am). On weekends, Comedy Centrals’ share goes up to a massive 45%. [TAM, Week 12 – 18th to 24th March]
Ferzad Palia, Sr. Vice President and General Manager, English Entertainment, Viacom 18 Media Pvt. Ltd. said “We’re ecstatic with the way the channel has driven viewership bowling over established players which have been in the industry for over 10 years. We are here to raise the bar of the English entertainment category with our strong content, distribution and innovative marketing. This No.1 position proves that India is ready to move into the next level of English entertainment.”
Comedy Central, an offering from the Viacom 18 conglomerate was launched on January 23, 2012 with a powerful programming line-up which includes hits like Saturday Night Live, Coupling, The Office, Seinfeld, The Wonder Years, That 70s Show, South Park & Goodness Gracious Me amongst others. Comedy Central is available in over 20 million households across the country and across analog, digital cable & DTH.
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