MUMBAI: UTVi has overtaken ET Now after losing its position to the English business news channel from the Times Global Broadcasting stable in the launch week itself.

As per Tam data for week 27 (All India, C&S 25+), ET Now's channel share has come down marginally to 5.53 per cent (from previous week's 5.91 per cent), whereas UTVi, which had 3.98 per cent market share in week 26, went up to 5.67 per cent to regain its third position among the English business news channels.

Among the top two, market leader CNBC TV18 fell to 62 per cent channel share from previous week's 70 per cent, while NDTV profit upped its share to 27 per cent for the week ended 4 July.

Even in metros, ET Now has lost ground to UTVi. The channel, which edged out UTVi with eight per cent share, lost one per cent in week 27. UTVi, on the other hand, climbed from six per cent share to 13 per cent in the week under review.

CNBC TV18 also shed some of its share in the metro markets to NDTV Profit. From a 67 per cent share in the previous week, it slumped to 51 per cent. NDTV Profit, in contrast, rose from 20 per cent to a 29 per cent market share.

Says UTVi VP marketing Vivek Malhotra, "Last week, what we saw was curiosity sampling for the new entrant." 

Officials from ET Now declined to comment.

More significant, however, will be next week's data which will reveal viewership numbers for the 2009-10 Budget.