Star Plus started off Week 40 where it had left in Week 39, in Week 40 of TAM data Star Plus continued its growth by 12 GRPs. Whereas Sony Entertainment TV witnessed maximum growth in the Hindi GEC Genre by 17 GRPs.
This growth for Star Plus was driven by Weekday Prime & Sunday. Now in case of Weekday Prime, the growth was driven because of Diya aur Baati Hum & Yeh Rishta Kya Kehlata Hai.
In both cases the reach of the shows haveshot up in Week 40. Diya aur Baati Hum also had a plot high point in this week which further helped the show. Besides the 22:00 show Sumit Sambhal Lega also saw a spurt in its Reach level in this week.
As far as Sunday's contribution to the overall growth of Star Plus is concerned, the channel has now started airing the shows of early prime i.e. shows airing from 17:00 to 19:30 on Sundays as well. This innovative & first mover strategy has helped Star Plus to accomplish growth on Sundays.
The highest gainer in the genre Sony had a short & sweet story of growth- the channel aired PK on 3rd Oct & increased duration of its Action Thriller ace C.I.D & also increased duration of Mythological shows like Sankat Mochan Hanuman & Surya Putra Karna.