With Total TV consumption witnessing a slight hike( 0.1% from 3301 GRPs in Week17 to 3305 GRPs in Week 18) according to TAM Data, the Hindi GEC Genre continues to lose viewership. Though the magnitude of drop was just about 1% this week; the genre viewership is down 13% if compared with week 14.
Life Ok was the top gainer of the week with 10 GRPs followed by Star Plus which gained 7 GRPs. Sony Entertainment lost maximum 12 GRPs to end up below 100 GRPs mark. Growth of Life OK primarily came from non prime time day part which was driven by Savdhan India; weekday 9 PM slot also saw a gain of 2.6 GRPs triggered by the new launch 'Piya Rangrezz'. Newly launched show Nach Baliye 7 added 7 extra GRPs to Sunday prime time slot of Star Plus helping the channel to gain for the 1st time since the beginning of IPL. Out of 12 GRPs lost by Sony this week, 4 GRPs were lost in Sunday alone where this week's movies 'Yeh Jawaani Hai Diwani' and 'Dawat-e-ishq' did not perform as good as 'Khamoshiyan' and 'Robot' did in the previous week. Also the flagship show CID saw a drop of 5 GRPs which led to fall in non prime time viewership of the channel.
This seems like good news for the Hindi GEC genre that has seen to be losing viewership and due to IPL viewership since Week 14, in fact last week Star Plus was the worst hit channel losing 56 million GVTs, the centre of this loss being weekday prime time which saw a drop of 34 million GVTs, whereas viewership gap between Zee TV & Colors has increased further from 10 million GVTs to 20 million to 26 million GVTs in last three weeks.
Amidst IPL fever, &TV managed to gain in week 16 to reclaim 7th position in the genre majorly led by the hike in Weekend RODP with airing of movies like Ramaiya Vastavaiya and Holiday. Kumkum Bhagya which held the no.1 position in the genre last week slipped to number 3 in week 16.
Prior to this the Hindi GEC genre had declined further as its share has gone down from 40% in week 14 to 39% in week 15 to 37% according to TAM Data.
(Source : TAM Media Research, Analysis conducted by S-Group, a strategic consulting arm of TAM Media Research)