Ormax Media, a research and consulting firm specialising in the entertainment business, recently released the second edition of its quarterly study titled ‘Characters India Loves’. According to the study, the top five most liked characters come from Colors and Star Plus. Colors has three of its characters that are most liked, followed by Star Plus with two of its characters in the top five. Going further, the top ten characters have characters from SAB TV and Zee TV among the most liked television characters.
As per the study the most liked character continues to be Anandi of ‘Balika Vadhu’ on Colors with a share of 11.8 per cent, followed by Akshara of ‘Yeh Rishta Kya Kehlata Hai’ on Star Plus with a share of 8.7 per cent. Ranked third is Raju Srivastav from reality show ‘Bigg Boss 3’ on Colors with a share of 8.1 per cent, Sadhana in ‘Bidaai’ on Star Plus has got a share of 4.7 per cent, while the fifth most likable character is Ichcha from ‘Uttaran’ on Colors with a share of 4.5 per cent.
The other most likable characters in the top ten include Daya, who ranks sixth (‘Tarak Mehta Ka Oolta Chashma’) on SAB TV, followed by Dadi Sa of ‘Balika Vadhu’ on Colors at No 7, Jethalal (‘Tarak Mehta Ka Oolta Chashma’) on SAB TV at No 8, Archana (‘Pavitra Rishta’) on Zee TV at No 9, and Laali (‘Agle Janam Mohe Bitiya Hi Kijo’) on Zee TV ranked tenth.
According to the findings, Raju Srivastav is a new entrant in the chart, thus becoming the most liked celebrity in ‘Bigg Boss 3’. Srivastav ranks higher than even Amitabh Bachchan. The findings also show that as against the last track, the percentage share of non-fiction characters went up from 20 per cent to 24 per cent in the second edition of ‘Characters India Loves’.
The top three ranking of the channel wise share is also said to remain the same as the first track, namely Colors, Star Plus and Zee TV. While Colors dominates the charts with three of the top five characters being from the channel, its channel share in track two is 39 per cent as compared to 31 per cent in track one. Star Plus, on the other hand, saw a decline in it channel share in track two, wherein the channel reached a share of 23 per cent as compared to 30 per cent in track one. Zee TV saw an increase in its channel share touching 15 per cent in track two from 13 per cent in track one nevertheless the channel share of Zee TV is way behind that of Colors and Star Plus.
Among the female audiences, Anandi (Colors) is the most liked character with a share of 12.2 per cent, closely followed by Akshara (Star Plus) with a share of 11.1 per cent. Ranked third is Sadhana (Star Plus) with a share of 5.5 per cent, Ichcha (Colors) got a share of 5.0 per cent, while Raju Srivastav (Colors) finished fifth with a share of 3.7 per cent of the share.
The second track for ‘Characters India Loves’ was conducted between October 2009 and November 2009. Interviews were conducted among 2,500 respondents (70 per cent females, 30 per cent males) as compared to 2,000 respondents in the first edition. The interviews were conducted across five cities – Mumbai, Delhi, Ahmedabad, Lucknow and Indore – in the age group of 15-44 years from SEC A, B and C.
The quarterly study aims to measure the popularity of characters on Indian television. This edition reports the ranking of 180 most liked characters across various channels on Indian television. The report also lists the top characters across gender, age, SEC and market segments.
In conversation with exchange4media, Shailesh Kapoor, Director, Ormax Media, said, “My expectations from the third edition, firstly is that because we are adding a new market, it will give us a feel of smaller towns as we will be able to see the differences between mid-size towns and small towns. Secondly, we will be able to see how characters shares are shaping over time. For instance, this time Anandi’s share has dropped despite her continuing to be number one, which shows that sustaining popularity is difficult even for the best of characters.”
“Once the third track is out we will be specifically watching out for established characters and see whether they are able to maintain their popularity. In terms of our expansion plans, we are eyeing the kids’ genre, which we are likely to announce in the next one or two month. This apart, we are also looking at expanding into the South Indian GEC market, nevertheless we are still meeting channels and evaluating, but we are targeting this early next year,” he added.