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Hindi GEC genre recovers further from ratings slack

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Hindi GEC genre recovers further from ratings slack

The trend of last week seems to continue with the Hindi GEC genre seemingly on the road to recovery of sorts with the conclusion of the IPL season. The genre saw an increase of 1.5% viewership in week 23, according to TAM data.

On the whole, Hindi GEC genre is gradually increasing, both Reach and Time Spent rising slightly to result in the 1.5% hike in viewership. While the genre is heading towards its pre-IPL levels, it is still 10% down, owing mainly to viewers spending lesser time on the genre than they used to.

Star Plus and Colors, which were the channels that regained most viewership in Wk 22, are the only two channels among the Top 7 to have dropped in Wk 23, by 13 and 3 GRPs respectively. Colors lost all of its GRPs during Off-Prime, while Star Plus dropped during early Prime-time and Rest-of-day-part. The properties ‘Yeh Rishta Kya Kehlata Hai’, ‘Tere Shahar Mein’, and ‘Manmarziyan’ have continued to increase.

Of the Top 7, Sony Sab has been on the fastest road to recovery. However, this week belonged to Sony TV which saw the highest percentage increase and crossed the 100 GRP mark after being under it for the past five weeks. While ‘Indian Idol-Junior’ provided an impetus to this growth, ‘CID’ also supported the increase. Other Prime-Time properties have stayed stable. Zee TV also grew by 7 GRPs, this increase coming mainly from Prime-Time. While most shows have seen a hike, ‘Kumkum Bhagya’ was the biggest gainer, followed by ‘Jodha Akbar’ and ‘Jamai Raja’.

&TV crossed 50 GRPs for the first time since its launch. Introduction of ‘The Voice India’ led to the increase of 5 GRPs that helped it reach its all-time high. The channel’s fiction properties also continue to be on a rising trend, with ‘Badi Devrani’ seeing the highest jump.

Looking at FTA channels, Z Anmol trumped Star Utsav by scoring a 7.5 GRP lead; this due to the telecast of the movie ‘Happy New Year’ which brought in almost 6 GRPs to the channel.

Channel V, the Youth GEC, has been on a falling trend since the beginning of the year. At 11 GRPs in Wk 23, it is at its lowest in 2015. Epic and Zindagi, which had seen their lowest ratings last week, have marginally increased.

Source : TAM Media Research

Analysis conducted by S-Group, a strategic consulting arm of TAM Media Research

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