The Broadcast Audience Research Council (BARC) India today released the much awaited All India data, which includes rural India, a first in the country.
In week 41 (October 10 - 16, 2015) of the Hindi GEC genre, Star Plus maintained its leadership position. Close on the heels of Star Plus was Colors. Zee Anmol took place at No. 3 spot, while Zee TV slipped to No. 4 spot.
According to BARC ratings for Hindi GECs week 41 HSM : NCCS All : Individuals : BARC India base - All India (U+R), Star Plus’ rating for week 41 rose to over 804 million from 403 million in week 40.
Colors in week 41 saw its ratings rise to 708 million from 396 million in week 40.
Zee Anmol at No.3 saw a large rise in its ratings this week clocking in 609 million in week 41.
Zee TV at No.4 saw a rise in its ratings this at 588 million from 253 million in week 40.
Star Utsav took No. 5 position at 500 million this week, while Life OK slipped to No. 6 spot as it saw ratings rise to 459 million from 230 million in week 40.
BARC India, a joint industry body comprising the broadcasters, media agencies and advertisers, started rolling out ratings from April, 2015. Now, in a short span of six months, BARC India gives the country what it had promised, a complete and robust view of “What India Watches.”
With the release of the All India data, BARC India has expanded its reach to 153.5 million TV households, representing All India and all modes of signal. Of this 77.5 million are urban TV households and 76 million are rural TV households. BARC India will now be reporting Megacities, 10-75 lakh towns, less than 10 lakh urban areas and rural.
The BARC India survey shows that lesser time is spent on TV in rural areas. Two in five rural audiences fall in the NCCS AB category, rural India gives younger audiences in the age group of 15-40 years. Last but not the least, with rural India’s ‘Early to bed and Early to rise’ philosophy, the conventional definition of prime time for channels may change.