Newly launched, UMP Movies has created quite an impact amongst UK viewers by becoming the most watched Hindi film channel during the final week of January 2012.
UMP Movies, which launched just before Christmas last year, overtook Star Gold in the BARB ratings for the first time, with just 15,000 viewers separating the two channels. Incidentally UMP Movies launched its huge marketing blitz during this period, which is handled by World Media Connect.
Even though weekly ratings tend to fluctuate week in, week out, UMP Movies is the first major player to give Star Gold stiff competition amongst the movie channels on the BARB system. Similarly, Imagine Dil Se has always been a close contender to Star Plus amongst Hindi entertainment channels on BARB.
According to data for week ending 29th January, UMP Movies had a reach of 673,000 and Star Gold was closely behind with 658,000. While the data can be indicative of viewers sampling the new channel (as UMP Movies has only been around for a few weeks), the ‘real’ figures will determine who really is the winner in weeks and months to come.
However, if this trend continues and UMP Movies clings on to being the UK’s most watched Bollywood movies channel, it will be interesting to see how Star Gold refocuses its marketing, which currently emphasises the fact that it�۪s the ‘Officially UK’s No.1 Bollywood movie channel’.
Watch this space as the fight for eyeballs intensifies in the UK.