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Star Utsav achieves milestone; grabs second spot in urban plus rural segment

22-August-2016
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Star Utsav achieves milestone; grabs second spot in urban plus rural segment

Week 32 of BARC ratings (August 6-12, 2016) has brought in good news for Star India.

For starters, its Hindi GEC Star Plus continued to lead in the urban markets and urban plus rural markets with 475 million and 691 million impressions respectively. Then its FTA (free-to-air) Star Utsav which has been ruling the rural market for past couple of weeks has now climbed to second position in urban plus rural market with 598 million impressions. Even in urban market its viewership ratings improved to 137 million impressions despite maintaining its eighth spot, compared to previous week where it had fetched 121 million impressions.

Going by the BARC data, it’s possible to credit the shows, especially ‘Saath Nibhana Saathiya’ which was the most watched show in week 31 in the rural market with 6 million impressions, as against its fourth position in week 32 (July13-August 5) with 4 million impressions.

The show’s ratings and position have always fluctuated in the past but, barring week 26, 27 and 28, it has managed to be one of the five most watched shows in the rural market. Even in urban plus rural segment it made a huge jump from 20th position in week 31 to eight position in week 32 with 8 million impressions respectively.

Apart from ‘Saath Nibhana Saathiya,’ Star Utsav’s three other shows have made it to ten most watched shows in the rural segment. For instance, ‘Piya Rangrezz’ climbed to the third spot with 5 million impressions compared to previous week’s 3.8 million impressions, meanwhile ‘Diya Aur Baati Hum’ and ‘Gustakh Dil’ held the eighth and ninth spot respectively with each garnering 3.6 million impressions, compared to week 31’s 3.9 million and 3.3 million impressions respectively.

Ever since BARC started additionally reporting data by dividing ratings into rural and urban categories, Star Utsav has always made it to the top two channels in the rural market and top ten channels in the urban market. But when the BARC introduced the combined data of rural plus urban in week 22 the FTA channel surprised its competitors by bagging the third spot with 526 million impressions. But since then its position slipped and had been fluctuating between fourth and fifth till week 32 when it garnered the second spot with an improved 598 million impressions. One has to wait and watch whether it will manage to retain its rank in this category and bag the first spot with its distribution and programming strategy or whether it will suffer a blow and fall back to fourth and fifth spot.

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