July 29, 2010 (Sampurn Wire): Sri Adhikari Brothers launched its music and entertainment channel “Mastiii’ in July first week with a variety of entertainment packages. The leading channel in this genre now is 9XM, which is facing a close competition from this newly launched channel.

Mastiii offers a combined package of Hindi music, gags, spoofs, and jokes. According to the TAM data, since last two weeks the reach and viewership of the channel has increased a lot.

Mastiii had earned 8 GRP (C and S 4+ HSM) in the first week of launch (week 28). It got a GRP of 13 in the age group of 15-24 year old. In the following two weeks, the number kept increasing.

Since its launch, the channel has also increased its reach. From the initial 13.52 percent, the reach of the channel has increased to 20.53 percent.

These numbers have shown a positive growth of the channel to the media professionals.

Shailesh Velandy, the Vice President of Mudra Max, stated, “The numbers show the potential of the channel in this genre. They have nicely combined music and comedy. The understanding of SAB in this genre has helped them”.

Allied Media’s Vice President PM Balakrishna, said, “The channel has taken benefit of the beautiful combination of music and comedy. The age group of 15-24 is attracted by the presence of comedians like Raju Srivastava”.

He further added that Mastiii had come pretty close to that of 9XM in just three weeks. Balakrishna further added, “Mastiii has the potential to leave behind 9XM”.

–Sampurn Wire