Ramadan has seen a surge in TV viewers and consumption level in Indonesia. Compared to regular months, there were 14 per cent more TV viewers during Ramadan 2010. Viewers are also watching more TV, spending 4 hours and 40 minutes compared to 4 hours and 16 minutes during regular months. According to Nielsen, there are several explanations for this. First, consumers prefer to stay home and watch TV, which airs religious programs during this time. Additionally, school holidays during this period lead to a 27 per cent increase in the number of viewers aged 5-14. The festive months also feature a new prime time that occurs during the morning meal from 2am to 5am. Nielsen analysis show that during the festive months of 2010, the number of viewers during this new timeslot increased six times compared to regular months. On this note, we like to wish all our Muslim readers, Selamat Idul Fitri and Selamat Hari Raya.