As the festive season draws closer, the Hindi GEC genre is experiencing head-to-head clash between two major players of the genre - Colors & Star Plus. Colors, which was the leader in Week 41 as per TAM data, has now lost its leadership position to Star Plus in Week 42.
Although at an overall level the Hindi GEC genre witnessed a fall on 10 GRPs, but Star Plus climbed back to No. 1 position & DD National witnessed highest growth in the genre by 22 GRPs.
The growth of Star Plus was majorly driven by Diya aur Baati Hum, in which there a highpoint in the story in Week 42. This high point boosted the overall reach & TSV levels of Star Plus in 21:00 slot.
Besides Diya aur Baati Hum, the grand finale of Dance+ also helped in contributing to the overall growth of Star Plus.
Another interesting fact to notice about for Week 42, was that Colors remained steady at 231 GRPs with Big Boss season 9 helping the channel to retain its challenger position.
With the Hindi GEC genre space heating up because of intense competition, it surely looks like week 43 will be even more exciting as we await the season premier of 'Aaj Ki Raat Hai Zindagi' starring Amitabh Bachchan.
Source : Analysis conducted by S-Group, an Analytical arm of TAM Media Research