If 2005 was the year of reality, spike programming and talent shows, 2006 may well be the year for special interest channels and niche programming.

The growth areas next year are likely to be niche genres like kids, news, Hindi films, and English entertainment channels.

If one has to backtrack to 2005, as per AdEx estimates, a division of TAM Media Research, the year 2005 spelt good news for all the above genres with all the three gaining significantly with audiences as well as revenues.

News channels garnered a total of 6.5 per cent viewership share as compared to 5.4 per cent last year, while the share of revenue stood at 11.9 per cent as compared to 10.3 per cent in 2004.

The mass entertainment channels, however, doesn't seem to project a very optimistic story next year. While general entertainment channels saw a marginal growth in viewership at 33.6 per cent in 2005 from 33 per cent last year, the share of revenues for this segment saw a major blip from 47 per cent in 2004 to 39.5 per cent in 2005.

Nandini Dias, vice-president, Lodestar Media, points out, "Customisation and innovative solutions have become the norm, both of which are very difficult for general entertainment channels to carry out. On the other hand, news channels have innovated themselves considerably in 2005 to make themselves relevant to the consumers. As a result they have gained not only viewership but also command a premium."

Media analysts are of the opinion that 2006 will see a surge of advertisers coming on to niche channels, primarily due to the fact that they garner focussed audiences. With more dual TV homes coming in and specialised viewing habits being developed, special interest channels will thrive in viewership.

According to Manish Porwal, genral manager - investment and new intiatives, Starcom Worldwide, "The trend of viewership remaining static and the share of revenues dipping for general entertainment channels was a natural as well as a futuristic trend. The trend ahead will be the emergence of more engagemnent media rather than exposure media with the catalyst factor being multiple TV sets and focussed defined TV vieweing slots."

Hiren Pandit, general manager, Mindshare said, "The general entertainment channels are likely to see reduction both in revenues as well as viewership with 2006 being packed with cricket."

Tarun Katial, business head, Sony Entertainment Television, however, says that it was commendable that despite the severe fragmentation, the general entertainment genre managed to hold on and has reached a point of consolidation."

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