Hindi satellite channels used the recent extended weekend over The Independence Day to good effect. While Zee TV showcased ‘Gadar’ a night before The Independence Day, Star Plus aired ‘Dil Chahta Hai’ a day after. And the audience sat glued.
Gadar, a Zee TV production starring popular cast in Sunny Deol and Amisha Patel registered a TVR over 10% in Mumbai and 7% amongst male audience in ‘Hindi Speaking markets.’ This performance has brought some cheer in the Zee camp. After quite some time, their programming has managed to be amongst the top programmes.
Star’s offensive of showing a young, urbane movie – Dil Chahta Hai also met with reasonable success. In Mumbai, it registered a TVR of 9% amongst male audience, just a notch below Gadar. However, it drew a good viewership of 6.26% TVRs among female audiences in the Hindi speaking markets in comparison to Gadar, which had lesser viewership of 5.22% TVRs. The charisma of Aamir surely works with women!
Chart: Hindi Movies draw big audiences
TG: C&S, Male, 15+ Yrs, SEC ABC. Hindi Speaking market includes Mum, Cal, Del, Kan, Lud, Ahmbd, MAHrest, Uprest.
Blockbuster Gadar has managed to perk up the viewership of Zee inspite of low overall channel viewership which restricts the build up by on-air promos. TVRs of its top soap, ‘Koi Apna Sa’ is just about 3.5% which is much lower than Star’s ‘K soaps.’