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Life OK surges ahead of Colors to claim No. 3 spot for the first time
MUMBAI: When Life Ok was launched by Star India back in December 2011, the idea was to be a challenger brand in the Hindi general entertainment genre with differentiated programming. And two-and-a-half years past, the channel has become No. 3 in the genre for the first time, racing ahead of Viacom18’s flagship Hindi general entertainment channel (GEC) Colors.
As per TAM viewership data (sourced from subscribers) for the Hindi-speaking markets for the week ended 31 May, Life OK was the biggest gainer in terms of gross viewership. The debut of ‘Life OK Now Awards’, along with its top shows ‘Shapath’, ‘Saavdhan India’ and ‘Hatim’, has helped the channel add 32 million gross TV viewership in millions (GVMs).
‘Shapath’, its top-rated show, averaged at 2.8 million TV viewership in millions (TVM), followed by ‘Savdhaan India’ (2.6 million) and ‘Tumhari Pakhi’ with 2.4 million. Three of its shows—‘Gustak Dil’, ‘Hatim’ and ‘Ek Boondh Ishq’—clocked 2.1 million each, while ‘Mahadev’ garnered 1.7 million and ‘Naadan Parindey’ 1.5 million. ‘Life OK Now Awards’ delivered a viewership of 2.3 million and contributed a gross viewership of 9.2 million.
It will be interesting to watch whether Life OK will be able to retain its No. 3 spot when Colors launches its dance reality show ‘Jhalak Dikhla Jaa’ on 7 June.
Meanwhile, among other GECs, Zee TV and Sony Entertainment Television (SET) were the other two channels to register gain in viewership. While SET added 27 million on the back of the world TV premiere of ‘Gundey’, Zee TV witnessed a gain of 13 million.
Top 10 fiction shows
Star Plus had seven shows (‘Diya Aur Baati Hum’, ‘Saathiya Saath Nibhana’, ‘Yeh Hai Mohabbatein’, ‘Yeh Rishta’, ‘Mahabharata’, ‘Veera’ and ‘Pyar Ka Dard Hai’) in the list of top 10 fiction shows, while Zee TV had two shows (‘Jodha Akbar’ and ‘Dol Dil Bandhe’). SAB, as usual, had its flagship property ‘Tarak Mehta…’ in the toppers’ list. For the eighth consecutive week, Colors had none of its properties in the top 10 fiction list.
Top non-fiction/ weekend shows
When it came to non-fiction, Colors still ruled the roost. The grand finale of ‘Khatron Ke Khiladi’ was the No. 1 show during the week with 5.9 million TVM. ‘Comedy Nights with Kapil’ was No. 2 with 5.2 million.
‘DID Little Masters 3’ on Zee TV was the No. 3 show with 3.4 million, followed by SET’s ‘CID’ at No. 4 with 3.1 million and Life OK’s ‘Shapath’ with 2.8 million at No. 5.
Star Plus had a reach of 118.3 million during the week. It was followed by Life OK (109.2 million), Zee TV (108.8 million), SET (107.6 million), Colors (105.6 million) and SAB (84.6 million).
Time spent per viewer
Star Plus’ time spent per viewer (TSV) was at 166 minutes, followed by Zee TV (110 minutes), Life OK (100 minutes), Colors (98 minutes), SET (95 minutes) and SAB (91 minutes).