India ratings: MAX pips ZEE Cinema to top

Multi Screen Media’s movie and events channel, MAX, has vanquished arch rival ZEE Cinema in terms of channel share and prime time viewership in July-August, 2009 period. Not only that the channel is also enjoying top spot in the Hindi movie channels’ space since June 2009.

The data, put together by market researcher TAM Media Research for TelevisionPoint, shows that from Week 26 to Week 33 period, MAX leads the pack as the top Hindi movie channel with a 25.42 per cent share in the Hindi movie channels genre.

MAX is followed by ZEE Cinema with a 23.32 per cent share in the same period. Other channels include STAR Gold, UTV Movies and Filmy, with a channel share of 17.48 per cent, 7.22 per cent and 5.81 per cent, respectively. The remaining 16.75 per cent share is held by other channels in the segment.

Sneha Rajani, executive vice-president and business head, MAX, speaks to TelevisionPoint on various happenings at the channel. About the premiere of the movie ‘Slumdog Crorepati’ this month, she says, “Marketing at MAX is customised and tailor made. We had a 360 degree approach to promote the film via radio spots, TV advertising on network channels and tie-ups with schools and NGOs.”

“Whether its our programming, on-air promotions or marketing innovations, everything MAX does is aimed at delivering on our promise statement – Deewana Bana De. Our emphasis on engagement has shown and has been appreciated by viewers and the media marketplace alike.” Sneha says.