Star Bharat continues to rise, occupies No. 2 spot in two BARC-defined markets
MUMBAI: Star India’s strategy of rebranding Life OK as Star Bharat and distributing it on Freedish, Doordarshan’s subscription-free DTH platform, is beginning to pay off.
After a good start in its launch week, Star Bharat has climbed to the second spot in the Hindi GEC hierarchy in two BARC-defined markets. Just in its second-week run, Star Bharat, which has original shows and some old Life OK programmes, has raced past established brands like Colors, Zee TV and Star Plus in the urban + rural Hindi-speaking market.
The channel has also stood second in the rural Hindi-speaking market (HSM). Star Bharat has gone ahead of free-to-air (FTA) channels like Sony Pal and Rishtey in the week ended 8 September. Only Zee Anmol stood ahead and by a huge margin.
The gap between Star Bharat and market leader Zee Anmol is wider in the rural HSM segment. While the difference in weekly impressions is 18.3% in urban + rural HSM, it is 41% in the rural segment.
Star Bharat mopped up 66.95 crore impressions, according to BARC data for urban + rural HSM in Week 36. Though not strictly comparable, this represented a growth of 28.8% from the preceding week (where it had missed two days of ratings). Zee Anmol was at No. 1 with 81.94 crore weekly impressions, posting a growth of 6.2% from the earlier week.
In rural HSM, Star Bharat clocked 37.82 crore weekly impressions compared to Zee Anmol’s 64.73 crore impressions. While Star Bharat posted a growth of 35.7% over the earlier week, Zee Anmol saw a growth of 6.3%.
Incidentally, Week 36 captures Star Bharat’s first full week of ratings. The channel had missed the first couple of days of BARC’s ratings for the week ended 1 September since it had launched only on 28 August.
In urban + rural HSM, Star Bharat improved its ranking in the Hindi GEC hierarchy from No. 5 to No. 2. In rural HSM, the jump was from No. 4 to No. 2.
Star Bharat went live with five new shows, along with ‘Savdhaan India’ from the Life OK days. The channel’s prime time on weekdays starts at 8 pm and stretches to 10.30 pm.
Colors, which was at No. 2 in Week 35, slipped to the fifth position. The channel registered 56.05 crore weekly impressions, a drop of 8.6%.
Zee TV and Star Plus maintained their third and fourth positions with 62.56 crore and 58.16 crore weekly impressions, respectively. Zee TV saw a growth of 4.49% while Star Plus’ impressions grew by 1.32%.
Sony Pal climbed to the sixth spot with 49.63 crore weekly impression while SET was ranked seventh with 49.19 crore weekly impressions.
Top 5 programs in U+R HSM
The most-watched programme was the third ODI contest between Sri Lanka and India on DD National. Zee TV’s ‘Kumkum Bhagya’ slipped to the second position while ‘Kundali Bhagya’ took the fourth spot.
ZEE Anmol’s ‘Jamai Raja’ maintained its third position while Colors’ ‘Khatron Ke Khiladi Pain in Spain’ fell to the fifth spot. Zee TV’s ‘Amul Sa Re Ga Ma Pa Little Champs’ went out of the list.
Top Hindi GECs in Rural HSM
Sony Pal’s weekly impressions fell by 5.43% as it slipped to third place with 34.78 crore weekly impression. Rishtey fell to fourth spot with 32.47 crore weekly impressions despite posting a growth of 5.78%.
Top 5 programs in Rural HSM
DD National topped the chart with the telecast of the Micromax Cup 2017 T20 match between Sri Lanka and India. Zee Anmol’s ‘Jamai Raja’ and ‘Kaala Teeka’ slipped to the second and third spots.
Sony Pal’s Balveer maintained the fourth position. DD National’s third ODI match between Sri Lanka and India took the fifth position.
Top Hindi GECs in Urban HSM
Star Plus removed Colors from the No. 1 spot despite dropping 1.61% to clock 39.48 crore impressions in Week 36. Colors fell to the second spot with 38.43 crore weekly impressions, a drop of 6.73%.
Star Bharat moved up a stair to occupy the fifth spot with 29.14 crore weekly impressions, BARC data showed.
Zee TV climbed to occupy the third position with 37 crore weekly impressions, followed by SET with 36.40 crore weekly impressions.
Top 5 shows in Urban HSM
Sony TV’s ‘Kaun Banega Crorepati’ topped the chart, followed by Colors’ ‘Khatron Ke Khiladi Pain in Spain’.
Zee TV’s ‘Kumkum Bhagya’ stayed at No. 3 while ‘Amul Sa Re Ga Ma Pa Little Champs’ entered the chart at No. 5.