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Zee TV gains big due to ‘DID Super Moms’ in Week 13

MUMBAI: In probably the last week of TAM viewership data used by the industry, Zee TV and Sony Entertainment Television were the only two big gainers. Most of the broadcasters, advertisers and ad agencies have ended their contract with TAM and will be waiting for BARC to take over as the rating agency.

Despite Star Plus and Colors seeing a drop in viewership for the week ended 28 March, the pecking order has remained unchanged.

Tam_week13_15

In Week 13 of 2015, Star Plus remained at the top with 598 GVM (gross television viewership in millions), followed by Colors with 452 GVMs.

Colors premiered Hindi feature film ‘Tevar’ on Sunday at 1 pm with a repeat at 5 pm the same day. The premiere delivered a viewership of 3.9 TVM (television viewership in millions) while the second airing delivering 2.1 TVM. The two airings of the movie garnered a gross viewership of 37.3 million.

Meanwhile, Zee TV added 18 GVM on the back of strong opening of its dance reality show ‘DID Super Moms’. The 90-minute launch episode on Saturday delivered a viewership of 9.4 TVM with a reach of 24.3 million and time spent of 35.4 minutes.

Zee TV also aired ‘Mirchi Music Awards’ on Sunday at 8 pm. The three-hour-long telecast of the event delivered a viewership of 4 TVM and a gross viewership of 24.3 million.

Life OK, meanwhile, saw a decline in its viewership. It launched a new Balaji Telefilms show called ‘Kalash’ at weekday primetime of 8.30 pm. The launch episode clocked 1.7 TVM, while the debut week average stood at 1.3 TVM.

SET, on the other hand, saw an increase of 22 GVM in its  overall viewership as its weekend fiction shows ‘CID’, ‘Adaalat’, and ‘Crime Patrol’ saw an increase in average viewership.

The channel also launched a new show titled ‘Dil Ki Baatein Dil Hi Jaane’ in the Monday–Thursday 9:30 pm band. The show clocked 1.8 TVM on its launch day and averaged 1.5 TVM.

Top 10 fiction shows

Star Plus continued to have five shows among the most-watched fiction shows on Indian television, followed by two shows each by Zee TV and Colors and one by SAB.

top fiction_wk13_15

Top non-fiction/weekend shows

‘DID Super Moms’ on Zee TV had a handsome start at the top of the list with 9.4 TVM, followed by Colors’ ‘Comedy Nights with Kapil’ (5.2 TVM), and ‘Fear Factor: Khataron Ke Khiladi’ (4.7 TVM).

Star Plus’ cooking reality show ‘MasterChef India’ peaked at 4.2 TVM during the week, followed by Zee TV’s weekend show ‘Neeli Chhatri Waale’ with 3.7 TVM.

Genre watch

While overall viewership of TV channels dropped by 69 GVM in the Hindi-speaking market, Hindi general entertainment and kids genre witnessed gain.

The sports genre was the biggest loser as there were fewer matches in the final stages of the ICC Cricket World Cup.

TAM_genre_wk13_15