From content to genre, regional channels reaped benefits of localization

Regional entertainment channels saw double-digit growth in terms of absolute viewership

The year 2018 was the one in which broadcast networks sharpened their focus on regional content portfolios, and reaped benefits of the same. From expansion of language bouquets and new players in popular regional languages to exploring the potential of regional feeds in genres like sports — Indian broadcasters put their best foot forward for their non-Hindi content portfolio.

According to data by the Broadcast Audience Research Council of India (BARC), regional languages entertainment channels saw double digital growth in terms of absolute viewership.

The four south Indian languages grew by 7 per cent while the regional languages within the Hindi speaking