BARC Week 30: What propelled Zee Anmol to no.1 spot in Hindi GEC?

According to the data provided by the channel, Zee Anmol is the top FTA channel in HSM garnering 691 GTVMs (Gross Television Viewership in Millions), 152 GTVMs in the HSM Urban and 538 GTVMs in HSM Rural

e4m by exchange4media Staff
Published: Aug 4, 2017 7:42 AM  | 3 min read


After more than a year, Zee Anmol has clinched the top spot in Hindi GEC category collectively with 691 million impressions according to BARC data for week 30 (July 22–28). It dethroned Star Plus who continued to lead the urban market where the former came in tenth. In fact, the last time that Zee Anmol led the category was in Week 49, 50, 51, 52 of 2015 and the first week of 2016.


This FTA channel has been doing fairly well since it took the third spot overall in Week 29 garnering 612 million impressions. For this week it maintained its hold over rural market with 538 million impressions two times in a row.


According to the data provided by the channel, Zee Anmol is the top FTA (Free-To-Air) channel in HSM (Hindi Speaking Market) garnering 691 GTVMs (Gross Television Viewership in Millions), in the HSM Urban with 152 GTVMs and HSM Rural with 538 GTVMs. So, Zee Anmol’s top spot can be attributed to this.


It’s to be pointed out that none of the channel’s shows made it to BARC’s Top 5 Shows collectively for Week 30. Nonetheless, the channel continued to take the top spot for weekday Prime Time (from 6 to 11 pm) in FTA category with five out of 10 shows ranking number 1 in U+R HSM for that time frame.




The channel has seen an increase in ratings for major primetime shows like ‘Naagkanya’, ‘Tashan-e-Ishq’, ‘Jamai Raja’, ‘Kaala Teeka’ and ‘Qubool Hai.’ In fact, its ‘Jamai Raja’ and ‘Tashan-e-Ishq’ often make it to BARC’s Top 5 shows in rural market. This week, they took second and third spot fetching 7.2 million and 5 million impressions, respectively.  


It’s to be noted that the channel launched another show ‘Jai Malhar’ at 4 pm from Week 30 which improved slot viewership by 41 per cent on launch day. The show garnered 1.1 million impressions in rural and 1.6 million impressions (U+R) this week.


Zee Anmol’s shows ranking number 1 in Urban HSM on Weekdays primetime slots:




































Show

Time

TVTs (Television viewership in Thousands)

Jyoti

6 pm

2228

Tashan-e-Ishq

8.30pm

6183

Jamai Raja

9pm

9190

Kala Teeka

10pm

6111

Qubool Hai

11pm

1440


Zee Anmol’s shows ranking number 1 in Rural HSM on Weekdays Primetime slots:




































Show

Time

TVTs

Jyoti

6pm

1657

Tashan e Ishq

8.30pm

5036

Jamai Raja

9pm

7215

Kala Teeka

10pm

4562

Qubool Hai

11pm

994


In a short span of time FTA channels have managed to rule the roost when it comes to Hindi GEC category. Earlier for Week 24 (June 10–16) Sony Pal led the category with 590 million impressions. It’s striking to see that an FTA channel like Zee Anmol taking hold of the overall Hindi GEC market despite being in the bottom in the urban market.


Dinesh Vyas, Associate VP (Planning), OMD, explains the reason. “Zee anyway is well penetrated in smaller towns from the very beginning. Even Dish TV has higher numbers from smaller towns. But like it or not, people are still not ready to pay for content. If you go to smaller towns you will find them still hesitant to pay cable charges. They don’t mind getting any content free on air since for them it’s new. That’s where probably Zee Anmol is securing its numbers. They (FTA channels) are rehashing old shows and running them. If with that content they are getting audiences they can sell it to local advertisers there. So, with no programming cost they are still delivering advertising revenue,” he says.

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