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Genre Check: Hindi GECs drop 7 per cent in repeat week; movies & sports gain

20-November-2008
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Genre Check: Hindi GECs drop 7 per cent in repeat week; movies & sports gain

The week 46 of 2008 would go down as one of the most unusual weeks for television. Hindi general entertainment channels were airing only repeat programming in this week following the FWICE and producers’ dispute. The only channel that aired fresh content was Colors for its show ‘Bigg Boss’, given the nature of the show. Though in a completely unfair comparison, this has allowed Colors to take the lead position in this week.

Channels like Star Plus and Zee TV lost significant ratings in the week. From a 300-plus, Star Plus is at 155 GRPs this week, while Zee TV is at 118 GRPs. In short, Hindi GEC has seen significant decline in this week.

TAM Media Research data shows that for the C&s 4+ in the Hindi speaking markets in this week, the Hindi GECs’ viewership has dropped by 7 per cent on the all day numbers, and by 14 per cent in the primetime numbers. The biggest gainers in the week were Hindi movies and sports channels. On an all day comparison, Hindi movies has grown by 2 per cent and sports has grown by 1.4 per cent. In the primetime numbers, Hindi movies genre has grown in viewership by 4 per cent and sports by 2.4 per cent.

The other genres that show growth are cable regional and even Bangla regional in the primetime numbers. Hindi news has grown by 1 per cent in the primetime numbers in this week.

With the strike being called off, channels are now deciding on another date when all channels would begin the telecast of fresh programming. This is expected to be anywhere between November 24 and November 26. The various programming teams are in the process of meeting their producers to finalise on when they can telecast fresh episodes. The broadcasters have decided that all channels would begin the new programming on the same date.

Most of the media planners and advertisers had decided to wait for the ratings before initiating bilateral conversations with various channels on what the compensation for the loss on viewership would be.

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