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Hindi movie and news channels affect viewership of GECs
MUMBAI: As viewers spent more time on Hindi movie and news channels during the week, the Hindi general entertainment channels (GECs) saw a loss of over 29 million GVTs (gross TV viewership in thousands) in the third week of 2014 (12–18 January).
While Colors gained the most, SAB was the week’s biggest loser. However, despite a fall in Zee TV’s viewership, Colors could not displace Zee TV to claim the second spot in the Hindi GEC hierarchy. Meanwhile, Life OK managed to surpass ahead of SAB. They were neck and neck in the previous week.
How the channels performed
Star Plus: The genre leader saw minimum loss in viewership as most of its daily fiction shows were performing well. It had four shows among the 10 most watched shows on Hindi GECs and three in the top 5.
In fact, Star Plus improved its non-film GVTs from 582.9 million in previous week to 615.68 million in the week ended 18 January. Eight out of its 11 daily fiction shows clocked over 5,000 TVTs (television viewership in thousands) in the week. Its weekend property ‘Nach Baliye’, however, averaged with 4,449 TVTs. The channel currently boasts 24.8 per cent share of the genre (non-FTA GECs).
Zee TV: The flagship channel from Zee Entertainment Enterprises Ltd (ZEEL), despite having three shows in the top 10 list, saw a loss of 17.51 million GVTs in the week. Its top-rated show ‘Jodha Akbar’ ranked fourth in the most watched shows category.
Colors: The viacom18 channel made up for its weekday loss through non-fiction programming on weekends. Both ‘Comedy Nights with Kapil’ and ‘India’s Got Talent’ found place in the top 10 shows list, helping Colors to add a total of 9.8 million GVTs during the week.
However, in fiction, only two of its shows—‘Balika Vadhu’ and ‘Sasural Simar Ka’—managed to exceed 5,000 TVTs. Its two news shows ‘Beintehaa’ and ‘Rangrasiya’ did a middling performance with 2,767 TVTs and 2,686 TVTs respectively.
The channel’s airing of Dharma Productions’ ‘Gori Tere Pyaar Mein’ on 18 January (Saturday) fetched it 4,290 TVTs.
Life OK: The second GEC from Star India stable added 9.55 million GVTs as it saw more traction for its weekend fantasy show ‘The Adventures of Hatim’, which clocked a peek rating of 5,108 TVTs. ‘Shapath’, the channel’s another weekend property, clocked 4,483 TVTs.
With 13.8 per cent share in the genre, Life OK broadened the gap with Multi Screen Media’s SAB.
SAB: The comedy family entertainment channel saw a fall in ratings for the second consecutive week. With 12.6 per cent share, it lost 19.92 million GVTs during the week under review.
With a marginal dip in viewership, 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 4,963 and 3,711 respectively, were the other two performers for the channel.
SET: For the flagship channel of MSM, it was another week of fall in ratings. During the week, its top-rated shows were predominantly weekend properties—‘CID’ (4,359 TVTs), ‘Adaalat’ (3,501 TVTs) and ‘Crime Patrol’ (3,004 TVTs). Among its weekday fiction properties, only ‘Maharana Pratap’ managed a peak viewership of 3,324 TVTs.
Sahara One, with only 1.4 per cent share, remained at the bottom of the pyramid.