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UK Ratings: Hum Masala leads TV food genre

Being the first player in the market certainly has its perks and that applies to Hum Masala, which continues to dominate the lifestyle genre amongst Asian TV channels in the UK.

Hum Masala (free-to-air) made a significant splash when it launched last year, with bumper ratings and providing an alternative to viewers, who were craving for a lifestyle channel with a difference. Judging by the trend of Hum Masala ratings in the UK, it launched with a strong viewership during daytime hours, which proved popular amongst housewives. However, the trend then followed in its evening schedule, which struck a chord amongst viewers. While its numbers have fallen since a year ago, Hum Masala remains the ultimate choice for lifestyle and cookery shows.

Call it a copycat effect or an experiment that other broadcasters also wanted to lap up. ZEE Entertainment Enterprises Limited decided it wanted to launch its ‘foodtainment’ channel, Living Foodz, touted as the first Indian food channel in the UK. The channel, which launched in the Sky pack with much fanfare got off to an average start with a reach whizzing pass the 100k weekly reach mark a couple of times. However, it has remained relatively lower than that any other time. Its current weekly reach stands at a bleak 25,000 viewers, compared to 231,000 viewers for Hum Masala (data for week ending 17th June 2018).

In between the launch of Hum Masala and Living Foodz came a food strand on Rishtey and a similar concept on Star Plus UK called ‘Star Zaika’. The two slots have managed to garner interest, with Rishtey’s ‘Rasoi Show’ and ‘Strictly Street’ working a treat for the channel. ‘Star Zaika’ shows are yet to get the big numbers that the broadcaster was expecting but its audience has peaked on several occasions but not daily. Its biggest show remains ‘Sanjeev Kapoor’s Kitchen’ at 11:30, which has proven consistent.

With UK Asian TV broadcasters becoming desperate to cling on to viewers and add unique programming to fend off competition, it seems the numbers game has certainly given TV channels “food for thought” on the mindset of UK Asian audiences.