India is home to one of the largest film industries in the world. Every year thousands of movies are being produced in India and is lapped up by a vast film-going Indian public. Indian films have been gaining increasing popularity in the rest of the world, especially in countries with large numbers of emigrant Indians. Back home the love for the silver screen plays out on the small screen as well.
South Indian Cinema is no doubt one of the best in the world thanks to its variety and richness, it has developed an own, unique and identifiable cinematic dialects, over the course of time. However, each regional cinema developed some genres better than others.
BARC’s latest newsletter, THiNK has performance metrics of movies from the 4 south states – AP/Telengana, Karnataka, Kerala and TN/Pondicherry.
Viewership share in Tamil Nadu & Pondicherry
According to the THiNK, in Tamil Nadu & Pondicherry, 15% of movies in terms of share of telecast time and 26% movies in terms of share viewership. Out of 5,724 billion minutes in Tamil Nadu and Pondicherry, 5,177 billion minutes are of Tamil content.
On a monthly performance basis, Tamil Movies clocked from a minimum of 87 billion to a maximum of 143 billion Viewing minutes in the November 2018 to October 2019 period.
Movie channels contribute 31% to 43% of all movie viewership, while GEC contributes a whopping 53% to 66%, Music channels range from 2% to 6%.
Viewership share in Andhra Pradesh/Telangana
21% of movies in terms of share of telecast time and 38% of movies in terms of share viewership contribute to telecast and viewership in the state. Out of 6,186 billion minutes, the amount of Telugu content that has been consumed is a whopping 5,618 billion minutes.
On a monthly basis, Telugu Movies clocked from a minimum of 147 billion to a maximum of 192 billion viewing minutes in the Nov to Oct period.
Movie channels contribute 42% to 48% of all movie viewership, while GEC contributes a whopping more than 50%, rest come from Music channels
Viewership share in Karnataka
With 18% of movies in terms of share telecast time and 24% of share viewership. Out of 4320 billion minutes in Karnataka, 3251 billion minutes has been consumed of Kannada content.
On a monthly basis, Kannada Movies clocked from a minimum of 60 billion to a maximum of 73 billion Viewing minutes in the Nov to Oct period.
Movie channels contribute 45% to 53% of all movie viewership, while GEC contributes a whopping 53% to 66%, Music channels range from 2% to 6%
Viewership share in Kerala
In Kerala we see that 21% share of telecast time with 30% share of viewership time. With a total of 1780 billion minutes, we can say that 1512 billion minutes of Malayalam content has been consumed.
On a monthly basis, Malayalam Movies clocked from a minimum of 29 Bn to a maximum of 47 Bn Viewing minutes in the Nov to Oct period – peaking during Vishu and Onam months
Other important highlights
- Movies contributed to 17% of all programs telecast in the Nov’18 – Oct’19 period, the same number for movies from South* was 30%.
- The PCPA consumption of movies of each of the 4 South languages are higher than the other languages, Telugu language tops at 415 hours of movies watched PCPA in the AP/Telangana market.
- Non-movie channels contribute more than 50% of the movie viewership in each of the 4 South States.