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‘Tarak Mehta’ helps raise SAB’s viewership, SET banks on film premieres

MUMBAI: The week ended 29 November saw SAB and Sony Entertainment Television (SET), the two channels from Multi Screen Media (MSM), witness maximum gain in their viewership.

As per TAM data (sourced from subscribers) for the Hindi-speaking markets for the 48th week of 2014, SAB added 23 GVMs (gross television viewership in millions), while SET added 24 GVMs.

For SAB, the light-hearted comedy entertainment channel, the feat was achieved on the back of a highpoint in its tent-pole property, ‘Tarak Mehta Ka Ooltah Chashma’. For the first time since its launch, the show will see the entry of protagonist Jetha Lal’s mother-in-law. The build-up to the story and suspense about the character added incremental ratings.

While ’Tarak Mehta Ka Ooltah Chashma’ became the fourth top-watched show in the week, its weekly average improved to 8.25 TVMs, from 7.17 TVMs (television viewership in millions) in the trailing week.

Its two other shows, ‘Balveer’ and ‘Chidiya Ghar’, also felt the rub-off effect and saw improvement in viewership.

Meanwhile, for SET, the spike in viewership came from its airing of two movies. The channel aired Amitabh Bachchan-starrer ‘Bhootnath Returns’ on Sunday, 23 November and Rani Mukherjee-starrer ‘Mardaani’ on Saturday, 29 November. The films clocked 1.3 and 2.6 TVMs respectively.

SET’s weekend shows ‘Adaalat’ and ‘Crime Patrol’ also witnessed some improvement in viewership. Its other shows either held on or fell.

A look at the pecking order

The GEC pecking order remained unchanged for yet another week. While genre leader Star Plus maintained its lead despite a marginal loss of 5 GVMs, Colors’ second spot was safe even though it shed 15 GVMs.

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For Star Plus, while there was a slight dip in the viewership of its top show ‘Diya Aur Baati Hum’, it still remained the most-watched show on Indian television. Its two other shows, ‘Yeh Hai Mohabbatein’ and ‘Everest’, also saw an increase in viewership.

Colors’ viewership fell owing to a dip in its top fiction show ‘Sasural Simar Ka’. Its other fiction shows, ‘Udaan’, ‘Balika Vadhu’ and ‘Meri Aashiqui Tum Se Hi’, also saw a marginal dip in average viewership; however, its big-ticket non-fiction property ‘Comedy Nights with Kapil’ witnessed a gain.

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Zee TV, which added just around 2 GVMs, aired the ‘maha episodes’ of two of its shows—‘Bandhan’ and ‘Jodha Akbar’.  Its ‘Kumkum Bhagya’ and ‘Qubool Hai’ also witnessed some gain, while ‘Jamai Raja’ saw a decline in viewership.

Zee TV also aired Akshay Kumar-starrer ‘Entertainment’ on Sunday, clocking 2.9 TVMs.

Among other channels, Life OK dipped marginally by 1.6 GVMs. Its new biweekly show ‘Pukaar’ opened with an average of 1.4 TVMs.