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GEC content rules both urban and rural India: BARC Report

13-March-2018
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GEC content rules both urban and rural India: BARC Report

India's love affair with drama, soaps and plot twists continues, as per a recent BARC India report, ‘The Changing Face of Television’. The country can largely be segregated into two sections: urban and rural, but the one common ground between the two is that general entertainment channels (GECs) rule both markets even if content consumption patterns might vary.

Though terrestrial was the only form of distribution till the mid-90s, with the impetus of digitisation, it is nearly extinct. Even the number of channels has seen a huge jump from just 130+ in 2005 to 800+ channels in 2018.

TV Universe size in rural India is 99 million HHs, which is surprisingly 17 per cent higher than urban India despite rural being only 52 per cent penetrated so far.

In urban India, talent search and reality shows grabs more eyeballs then comes drama and historical shows and others genres like horror, game shows, cartoons and feature films. On the other hand, in rural India, drama shows are the most watched genre followed by mythology, talent and reality shows and other genres including children programmes, game shows, feature films and animation.

According to the report, not surprisingly, Hindi content rules across genres and markets. The genre reach stood at more than 500 million people weekly in 2017. Hindi movies genre is the next in the list with 471 million people in 2017, which was 400 million in year 2016. Hindi music, Hindi news and kids genre reached 391 mn, 309 mn and 255 mn people in the previous year.

English sports, Hindi youth, sports and Bhojpuri recorded 200 mn, 176mn, 159 mn and 141 mn people.

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