Amrita TV Moves To 4th Position With Hike in TV Ratings
The TAM Ratings(TVRs) for Week 31, starting July 29, has witnessed a appreciable hike for Amrita TV, with this Malayalam General Entertainment-cum-News Channel regaining the 4th position in the crowded Malayalam television market.
The ratings reflect the viewer response to the varied Prime Time content across genres which comprise three Reality Shows, a social-issue based Real Life show(“Kathayalla Ithu Jeevitham“),a mythological(“Sree Padmanabham“),a comedy serial and a slew of news-based features.
A News Snippet, which has aroused considerable curiosity, is “Thattu Kada”, a three-minute profiling of well-known specialty roadside eateries across the country. Amrita TV is the only GEC in Asia to air 30-minute News Bulletins on Health & Wellness(“Arogya Vartakal“) and Education & Careers(“Vidyabhyasa Vartakal“)every day of the week.
Amrita TV has always taken the lead in introducing non-conventional content relying on viewer feedback. Thus a talent hunt show for young dancers(“Super Dancer Junior”), co-exists with a Reality Show for Church Choirs(“Deva Geetham”), as well as another for traditional Muslim songs(“Kasavu Thattam”). Likewise,while superhit movies appeal to home-makers in the afternoons(“Movies@2 pm”), programs associated with heritage & culture mark the evenings; coupled with customised programs to help the Faithfuls observe the month of Ramayanam(“Sandhyadeepam”) and Ramadan(“Al Manar”)– as also a pilgrimage-travellogue to Mansarovar”(Himapathangalil”).
Interestingly, Week 31 TVRs rank Amrita TV in the 3rd Position for Male TG(15 Years+ & 35 Years+); and in the 4th Position for Male&Female TG(4 Years+) and Female TG(15 Years+ & 35Years+)
In a jam-packed Malayalam television scenario,where nearly two dozen channels are jostling to attract eyeballs, Amrita TV has been constantly striving to create differentiated software for its audiences,appealing to a cross-section of the populace. The same trend-setting approach will also be evident in its programing for Kerala’s most celebrated festival,”Onam”, for which Amrita TV has lined up a wide spectrum of content spread across 12 days(Aug 20-31).
Smitha Sivaji, Amrita tv