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Our Bureau

Chennai , Aug. 8

MUMBAI'S record rains in the last week of July pushed news viewing on television upwards, not only in the city but also elsewhere in the country.

TAM Media Research, which tracks viewership in cities and towns with a population of over 1 lakh, has pointed out in a report that, during that week, viewers increased their dose of news by 57 per cent (from 60 minutes to 94 minutes).

The share of the news genre doubled in Mumbai, even as mass entertainment channels took a hit that week.

The increase might have come on a much smaller viewership base, though. For instance, Mumbai experienced a whopping 55 per cent drop in TV viewership on the worst day of the rains (July 26), thanks largely to power cuts and huge traffic jams that left many stranded.

The report has also said the viewership interest of the Mumbai floods equalled that seen during last year's tsunami. The share of news channels in the top-six cities was 11 per cent in both the cases.

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