Refuting claims by Reminiscent Television Network (RTV) that its Lashkara was the No.1 Punjabi language channel, etc has released figures that say its Channel Punjabi is the real leader.

Lashkara, quoting AG Nielsen's TAM data, said it had a C&S penetration of 80 per cent in Punjab and just under 50 per cent in Delhi.

An etc release for the period 30 April to 6 May says etc Channel Punjabi has a 17.46 per cent channel share, just ahead of Alpha Marathi's 16.33 per cent. Lashkara comes in third with 14.21 per cent while Tara Punjabi is way behind with 1.3 per cent share. The release quotes ORG Marg Intam data culled from a 1,063,000 sample base comprising 4+ age group in towns in Punjab with a 10 to 30 lakh population strength.

What has really driven viewership towards the channel in the four months it has been on air is in large measure sourced to the exclusive telecast rights etc channel Punjabi has to the renditions of the Gurbani from the Golden Temple (Sikhism's holiest shrine) in Amritsar. The telecasts are mornings and evenings. The rights remain with etc for the next 11 years.

etc Channel Punjabi is an entertainment channel compromising serials, religious programmes, music, feature films and news. etc Channel Punjabi is a free-to-air analogue channel and is beamed on Thaicom-3. Besides a strong and very large presence in Punjab, its programme mix has enabled etc Channel Punjabi to penetrate deeper into rest of the country and other international markets, the release states.