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GEC genre sheds twice as much as what Sahara One gets in a week
MUMBAI: It was just another week when the Hindi general entertainment channel (GEC) genre saw more viewers shifting loyalty to Hindi movie and news genres. If there had been a fall of 29 million GVTs (gross TV viewership in thousands) in the previous week, the week ended 25 January saw another quarter of loss worth 37.17 million GVTs.
In the two-week period from 12–25 January, the Hindi GEC genre lost some 67 million GVTs, which is about twice as much as what Sahara One routinely gets in a week.
The two highlights of the week were Life OK’s eight per cent jump in GVTs, thanks to the Screen Awards, which clocked 29.33 GRPs (gross rating points) and Colors getting back to its second position after a gap of two weeks, despite a fall.
In fact, the top three channels—Star Plus, Colors and Zee TV—saw a fall of 3.1 per cent, 3.7 per cent and 6.3 per cent respectively, as per TAM data for the Hindi-speaking markets (sourced from subscribers).
Star Plus remained at the top, despite losing 19.41 million GVTs in the week. It continued to have four shows among the 10 most watched shows on Hindi GECs. The channel’s non-film GVTs fell from 615.68 million in previous week to 600.37 million in the week ended 25 January.
Eight out of its 11 daily fiction shows clocked over 5,000 TVTs (television viewership in thousands) during the week. Its weekend property ‘Nach Baliye’, however, averaged with 3,727 TVTs. Star Plus’ relative share came down from 24.8 per cent to 24.4 per cent in the fourth week (non-FTA GECs).
Colors, the flagship Hindi GEC from the Viacom18 stable, lost 17.26 million GVTs or 3.7 per cent. However, it held on to the second position as Zee TV saw further audience disinterest. While both ‘Comedy Night with Kapil’ and ‘India’s Got Talent’ performed well, it was the channel’s longest running fiction show ‘Balika Vadhu’ that proved to be the reason for the cheer. ‘Sasural Simar Ka’ was another show that did well for the channel.
The week held nothing for Zee TV to write home about. The flagship channel from Zee Entertainment Enterprises Ltd (ZEEL) suffered the maximum loss in viewership. Compared to last week’s three shows in the top 10 list, Zee TV had only one show ‘Jodha Akbar’ among the 10 most viewed shows during the week. After losing 17.51 million GVTs in the previous week, this week it saw a loss of another 29.51 million GVTs. Apart from ‘Jodha Akbar’, it had four other shows with TVTs upwards of 5,000.
Adding 27.7 million GVTs to its previous week’s telly, Life OK, the second GEC from Star India, emerged as the biggest gainer of the week. While many of its shows, namely ‘Shapath’ (4,970 TVTs), ‘The Adventures of Hatim’ (4,970 TVTs) and ‘Mahadev’ (3,545 TVTs), continued to gain traction, it was the Screen Awards gala that gave it all the mileage.
The telecast of the three-and-a-half hour main event garnered 8,998 TVTs or 29.33 GRPs for the channel. Two other special programmes themed around the awards show also garnered 4,097 and 3,522 TVTs.
SAB, the comedy and family entertainment channel, gained marginally during the week (13 per cent). SAB’s tent-pole property ‘Tarak Mehta Ka Ooltah Chashma’ remained one of the most watched shows. ‘Chidiya Ghar’ and ‘Baal Veer’, with peak TVTs of 4,560 and 3,656 respectively, were the other two performers for the channel.
Sony Entertainment Television, the flagship channel of MSM, saw another week of fall. During the week, its top-rated shows were weekend properties—‘CID’ (4,398 TVTs) and ‘Crime Patrol’ (3,611 TVTs). Among its weekday fiction properties, only ‘Maharana Pratap’ managed a peak viewership of 3,325 TVTs.
Sahara One, with only 1.5 per cent share, continued to languish at the bottom of the pyramid.