Official viewing figures released today by UK audience measuring body, BARB, shows that Imagine Dil Se is the second most watched Asian TV channel in the UK after Star Plus.

The Hindi entertainment channel, which prior to today was not officially measured by BARB is said to be celebrating with the “fantastic figures”.

Imagine Dil Se’s weekly reach for the week ending Sunday 13th February was 832,000. To note, Imagine Dil Se is currently only available on the Sky Digital platform (free-to-air). Star Plus, which is available on Sky Digital and Virgin Media, remained the most watched Asian TV channel with a weekly reach of 903,000. This figure includes viewership on both platforms.

It remains to be seen whether Imagine Dil Se can maintain its good run in weeks to come. No doubt, the channel has had a huge push courtesy of Shah Rukh Khan’s gameshow ‘Zor Ka Jhatka – Total Wipeout’, which was heavily promoted throughout the UK outdoors, in press, on radio and online.

Other Asian TV channels that are measured by BARB include Sunrise TV – weekly reach of 546,000 (Sky Digital only), Star Gold – weekly reach of 543,000 (Sky Digital only) and Zing with a weekly reach of 395,000 (Sky Digital and Virgin Media). Zing’s viewership is expected to surge in weeks to come with its ICC Cricket World Cup nightly highlights coverage, plus new music local shows.

Pakistani entertainment channel, Prime TV was previously available on BARB but recently data has shown ‘zero’, which indicates either a reporting issue or the channel is no longer paying for the BARB service.