After witnessing fall in Week 43 due to the ODI Series between India & South Africa, the Hindi GEC genre has risen in Week 44 by 52 GRPs. The growth in the genre was driven by Star Plus, which witnessed a growth of close to 19 GRPs which was the highest in the genre.
Other major players in the genre also witnessed a growth.
The growth for Star Plus was triggered majorly because of two key elements - the airing of Salman Khan starrer Bajrangi Bhaijaan & weekday prime time property Ye Hai Mohabbatein.
Bajrangi Bhaijaan which aired on Sunday 25th Oct, garnered 2.44 TVR which helped Star Plus to record growth in 12:30 to 16:00 daypart.
Ye Hai Mohabbatein which has the on- going track of horror/supernatural element in the show is also garnering its fair share of ratings, thereby helping the channel to record growth at overall level.
Whereas other major players like Zee TV witnessed growth in its Prime time which was driven majorly because of Kumkum Bhagya; other primetime shows also recorded growth for Zee TV. For Colors the growth of channel was majorly because of Udaan. Another GEC SAB managed to grow on the back of its flagship show 'Taarak Mehta ka ooltah Chashma'.
Whereas &TV which launched 2 new shows this week 'Darr sabko lagta hai' a horror weekend property and ' Yeh kaha aa gaye hum' a daily soap managed to cross the barrier of 60 GRPs first time since week 27 early this year. The channel has recently increased the duration of its best show- Bhabhiji ghar par hai.
Source: S-Group, an analytical division of TAM Media Research