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Negative characters take the lead on Hindi GECs: Ormax Media study

02-April-2010
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Negative characters take the lead on Hindi GECs: Ormax Media study

The latest edition of Characters India Loves (CIL) has sprung a few surprises for the Hindi GEC environment. For the first time, across the three CIL tracks, negative characters have made it to the list of the top 10 most liked characters. While Ammaji (‘Na Aana Iss Des Laado’) and Tapasya (‘Uttaran’) share the rank at No. 7 with a 2.6 per cent share, Krishna (‘Pratigya’) makes it to No. 10 with a share of 2.4 per cent. Secondly, with Dharmesh (DID 2) coming in at No. 6 with a 3.1 per cent share, this is the first time that a contestant has rated higher than a jury member.

This time there has been an increased fragmentation in the likeability shares. Consequently, the share of the top three characters has dropped from 29 per cent in the last track (November 2009) to 16 per cent. While Anandi retains her hold on the No. 1 position, her share drops from 11.8 per cent to 6.9 per cent. Also, for the first time in CIL, Akshara gets displaced from the No. 2 position and is replaced by Sadhana with a share of 4.7 per cent.

Characters India Loves is a quarterly study to measure the popularity of characters on Indian television. The study has been created and conducted by Ormax Media. This edition reports the ranking of the 217 most liked characters across various channels on Indian television. The report also lists the top characters across gender, age, SEC and market segments. Further, a section of the report illustrates reasons for likeability of the top characters.

Methodology:

The third track for Characters India Loves was conducted during February-March this year. Interviews were conducted among 2,500 respondents (70 per cent females, 30 per cent males) in SEC ABC 15-44 years, across six cities – Mumbai, Delhi, Ahmedabad, Lucknow, Indore, and Jalandhar.

The top 10 characters are:

Anandi (Balika Vadhu, 6.9%)

Sadhana (Bidaai, 4.7%)

Akshara (Yeh Rishta Kya Kehlata Hai, 4.4%)

Archana (Pavitra Rishta, 4.2%)

Ichcha (Uttaran, 3.5%)

Dharmesh (DID 2, 3.1%)

Ammaji (Laado, 2.6%)

Jethalal (Tarak Mehta Ka Oolta Chashma, 2.6%)

Tapasya (Uttaran, 2.6%)

Krishna (Pratigya, 2.4%)

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