Joined: 27 December 2005
|Hindi GECs recoup, Star Plus stays No. 1|
(11 December 2008 11:00 pm)
MUMBAI: Hindi general entertainment channels (GECs) have bounced back on the very week that they sprinkled their prime time programming with fresh content.
The genre has seen a 11.6 per cent spurt to pocket a share of 33.6 per cent for the week ended 6 December (according to Tam data, C&S, 4+, HSM), after ratings nosedived for three consecutive weeks as viewers were fed on stale shows.
Armed with fresh content, Star Plus has gained tremendously. After slipping to the third spot with only 98 GRPs in the week ended 29 November, Star Plus has regained its leadership position with 263 GRPs (gross rating points) in the week ended 6 December.
Colors gets back to its second position with 213 GRPs, after taking the top spot with 124 GRPs (for week ended 29 November) during the spell when there was no new content.
Zee TV stays in the third position with 189 GRPs (last week 102 GRPs), followed by Sony Entertainment Television with 82 GRPs (earlier 67 GRPs).
Star Plus' Bidaai is the most watched show pocketing 7.97 TVR followed by Colors' Balika Vadhu at 7.18. Jai Shri Krishna is on the third spot with 4.99 TVR.
Star Plus' newly launched infotainment show Aap Ki Kachehri, which has Kiran Bedi as the presenter, pocketed 3.98 TVR while Kis Desh Mein Hain Mera Dil had a TVR of 3.94. Colors newly launched fiction-based show Uttaran, on the other hand, captured a TVR of 3.25.
Down the ladder, Star One (73 GRPs) is at the fifth place while NDTV Imagine (62 GRPs) is next, followed by Sahara One (46 GRPs) and Sab (45 GRPs).
9X, which did not introduce fresh content and is in the hunt for investors, shrank to 44 GRPs.
So how did the Hindi entertainment channels fare? The genre, as is evident from Tam data, is however yet to get back to its old position when it held audiences under their grip before they were impacted by the TV workers strike as producers refused to give way to higher wage demands.
Hindi GECs held an average share of 46.1 per cent for the four weeks beginning 12 October, and prior to the phase of programming blackout.
The genre was doubly affected – first by the three-week "zero fresh content" period and then by the rise of the news channels during the Mumbai terror attack.
During the week (23 to 29 Nov), news channels took away eyeballs from the Hindi GECs. Tam data shows that Hindi GECs were hit hard, sliding to 22 per cent for the week, from a previous four-week average of 32.4 per cent.
Earlier the dispute between the TV producers and workers union, which resulted in programming re-runs from 10 November, had eroded viewers from the genre.
For the week ended 15 November, prime time viewership for Hindi GECs shrank 13.9 per cent to stand at 32.1 per cent.
The genre also shed 6.8 per cent across all-day parts to have a share of 29.7 per cent, down from an average of 36.5 per cent for the last four weeks.
Joined: 14 October 2007
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