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No respite for Hindi GECs even though Modi fever subsides
MUMBAI: After witnessing a spike on and due to the vote counting day (16 May), the Hindi news genre saw a marginal dip, even as the Hindi movie genre continued to grow (thanks to the IPL on Max). However, it was the same old story for the Hindi general entertainment channels (GEC), with notable exceptions of Star Plus and SAB. The pecking order also remained unchanged.
As per TAM data (sourced from subscribers) for the Hindi-speaking markets (HSM), the Hindi movie genre had seen a slight slump during the general election results week (11–17 May). But the genre bounced back strongly in Week 21 (18–24 May) by gaining 120 million gross television viewership in millions (GVMs) to touch 1395 million from 1275 million in the previous week.
During the week under review, the Hindi GEC genre saw a drop of eight million GVMs, garnering only 2,579 million, which is lower than its last four-week average of 2,660 million.
Meanwhile, the Hindi news genre lost 200 million GVMs and garnered 366 million vis-à-vis 566 million in the week ended 18 May.
After losing 52 million GVMs in the previous week, leader of the genre Star Plus made up for the loss of viewership by gaining 18 million GVMs. With eight of its fiction properties in the top 10 list., Star Plus once again reigned on top. ‘Diya Aur Baati Hum’ was back to the number one spot as ‘Saathiya’ slipped back to number two.
One of the biggest gainers for the channel was ‘Ye Hai Mohabbatein’ which jumped from number 10 to number four with 7.7 million. Another of its show on the sixth spot, ‘Saraswatichandra’, was replaced by ‘Veera’ with 7 million GVMs.
Star Plus also grew due to its airing of Hollywood blockbuster ‘Iron Man 3’ dubbed in Hindi. The movie grossed a reach of 12.7 million and had a time spent per viewer (TSV) of 16.1 minutes, which contributed gross viewership of 6.8 million to the channel.
Zee TV lost 7 million GVMs to earn 387 million. However, the channel held its ground in the GEC hierarchy as its historical show ‘Jodha Akbar’ continued to stay strong at the third spot even though the show dropped a bit to 8.5 million from 9.7 million in the previous week.
The channel’s hosting of Z 20 Cricket League contributed gross viewership of 25.6 million.
At the third spot, Colors also lost 7 million GVMs to garner 360 million in the 21st week, and for the seventh consecutive week, it did not have any of its fiction properties in the top 10 list.
Life OK was the biggest loser with a drop of 21 million GVMs, while Sony Entertainment Television (SET) remained unchanged with 313 million.
Although at the sixth spot, SAB was the only other gainer, having added 9 million GVMs to touch 267 million. Its only show in the top 10, ‘Taarak Mehta Ka Ooltah Chashmah’, slipped from number nine to 10 with 5.9 million.
Top non-fiction/ weekend programmes
In the non-fiction segment, Colors’ ‘Comedy Nights with Kapil’ remained the top-rated show in spite of seeing a drop to 5.6 million from 5.9 million. Meanwhile, its other show ‘Fear Factor- Khatron Ke Khiladi’ grew to 5.5 million from 5.3 million and was the number two show this week as well.
Zee TV’s ‘DID Li’l Masters 3’ was the number three show, marginally growing to 3.4 million from 3.3 million. It was followed by SET’s ‘CID’ at number four, which dropped marginally to 3.2 million from 3.3 million. Life OK’s ‘Savdhaan India’ was at number five with 2.4 million replacing SET’s ‘Entertainment Ke Liye Kuch Bhi Karega’, which garnered 2.1 million.