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IPL fever hits Hindi GECs

12-April-2013
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IPL fever hits Hindi GECs

With IPL 6 kicking off, Hindi GECs have started facing the heat. Colors has touched its lowest GRPs in recent years, losing 35 points in Week 14 (March 31 – April 6) as per TAM. Interestingly, IPL association with Star Plus seems to have worked for the channel as the channel only saw a decline of 7 points. The channel has tied up with the tournament, giving ‘Nayi Soch’ awards for innovative cricket acumen on the field. The channel has lost minimum points in Week 14, registering 284 GRPs this week as compared to 291 GRPs last week.

According to viewership data sourced from TAM subscribers for the CS 4+, HSM markets, Zee TV lost 22 GRPs, while Sony lost 11 points. Zee TV has gone below the 200-mark recording 185 GRPs, while Sony Entertainment Television fetched 164 GRPs.

Speaking to e4m, Hiren Pandit, Managing Partner, Special Projects at GroupM said, “The trend of GECs losing ratings against IPL has been visible since the first season. Even big film releases are postponed because of the fact that IPL is the big thing. People like to sit at home and have an entertaining experience. I think the trend is likely to continue and GECs will continue to be dominated till the end of the IPL season.”

Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group said, “Historically, there’s always been this shift of 10 to 15 per cent every year when IPL comes. It is not a big cause of worry. Swapping between channels will happen for a while. As far as loyal GECs viewers are concerned, they are less affected by the IPL fever. Both, IPL and GECs have their own strengths and the equation will achieve some semblance of normalcy and will settle down in time to come.”

Colors registered its lowest GRPs in recent years at 156. Life OK has recorded 110 GRPs this week (last week was 119).

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