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Total loss for Hindi GECs remains at 15% compared to pre-IPL week 14

Total loss for Hindi GECs remains at 15% compared to pre-IPL week 14

Author | Priyanka Mehra | Monday, May 25,2015 9:16 AM

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Total loss for Hindi GECs remains at 15% compared to pre-IPL week 14

The Hindi GEC genre which is down 15% since the IPL started, stayed at the same level as it was in week 19.

Total TV viewership in this week saw a minor drop of 02.%, with a 0.1% drop in Hindi viewership.

Life OK was the top gainer of the week; it managed to grow on the back of Savdhan India in afternoon day part. It helped the channel to reduce the gap with Zee TV from 24 GRPs in week 19 to 17 GRPs this week. Viewership gap between Zee TV and Colors is increasing continuously; the gap in pre IPL week'14 stood at 5 GRPs has now increased to 35 GRPs.  Both the channels witnessed drops similar in magnitude in weekday Prime Time but it was the weekend programming which turned the table in favour of Colors where it managed to gain wherein Zee slipped further. Drop in time spent by viewers has caused Zindagi to lose over 40% of its viewership in last 6 weeks since the IPL began which is maximum for any channel in the genre.11 weeks since its launch &TV now  seems stable at 45 GRPs. Positive for the channel being the viewership contribution of its serials has increased and that from movies has gone down in recent weeks.

& TV currently stands at No. 5 has come ahead of Star Plus & Sony SAB in 2230 slot where its 'Bhabhiji Ghar Par Hai' has turned out to be the best show for the channel.

Zee TV launched a new property 'Tumhi ho Bandhu Sakha tumhi ho' which received a modest opening of 0.6%  in weekday 1900 slot where Star Plus dominates with Saath Nibhana Saathiya (Avg TVR 3.3%). In the same slot Colors is planning to launch 'Thapki Pyaar Ki' today.

Source : TAM Media Research

Analysis conducted by S-Group, a strategic consulting arm of TAM Media Research

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