Indian television planned specials to lure audience during New Year Eve and keep people home. Nothing new in it. Channels, specifically mass ones, had nothing much to offer but viewers took their pick. And some channels indeed performed better than they do on a regular day.
Looking at the TAM media research ratings for the Hindi speaking markets, target C&S 4+, it is obvious that the most popular segment on New Year night was Hindi mass entertainment (once again as expected). Star stood out with a 30.92 per cent channel share, this in spite of not really lining up a New Year’s Eve special! The second and definitely not too close in following was Sony with a 15.03 per cent — still better than other days. Bollywood stars might not work when it comes to serials for Sahara but for New Year programming it gave the channel a 6.96 share, beating the other Hindi mass channels Zee (2.77%) and SAB (1.34%).
Local offering also worked and the fourth highest channel share on New Year’s Eve was that of cable channels. The cable regional channel share was 6.63 per cent. The next segment that grossed decent shares was Hindi movie channels. In this sector, too Star (Gold) took the larger number with 3 per cent channel share. Zee Cinema followed with 2.1 per cent.
In the other segments, news channels also managed some viewership. Aaj Tak led the pack with 1.73 per cent channel share amongst all channels and NDTV India got 1.41 per cent. English entertainment, English news and music were not the favourite genres on the last evening of the year gone by.