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MUMBAI:
The on-going programming “blackout” called by the
Hindi general entertainment channels (GECs) had a dampening
effect on the viewers.
For
the week ended 15 November, prime time viewership for Hindi
GECs shrank 13.9 per cent to stand at 32.1 per cent. The genre
enjoyed an average share of 46.1 per cent during the last
four weeks beginning 12 October, according to Tam data (C&S,
4+, HSM).
The genre also shed 6.8 per cent across all-day parts to have
a share of 29.7 per cent for the week ended 15 November, down
from an average of 36.5 per cent for the last four weeks.
In
this dry spell of original content, Colors nudged out Star
Plus to take top spot with 199 GRPs. It was the only Hindi
GEC that was allowed to air fresh episodes of reality show
Bigg Boss. The repeat value of some of its shows found
favour among audiences as is evident from Balika Vadhu
(average TVR of 3.95 for the week) and Jai Shri Krishna
(2.76 TVR).
Garnering
155 GRPs, Star Plus occupied the second spot, followed by
Zee with 118 GRPs. Sony pocketed 91 GRPs, Star One 71, NDTV
Imagine 70, 9X 56, Sab 40 and Sahara One 35.
However
the ratings could prove to be an aberration as channels get
the original episodes of their popular shows back for viewers
to watch. In the week under review, Star Plus was in a ‘transition’
mode after doing away with Kyunki Saas Bhi Kabhi Bahu
Thi. The market leader for eight continuous years couldn't
launch the Kiran Bedi-hosted infotainment show Aap Ki Kachehri
as a replacement to Kyunki...
Hindi movies gained as their prime time market share jumped
4.1 per cent in the four-week period to stand at 18.3 per
cent for the week ended 15 November. Sports genre surged 2.4
per cent in prime time and 1.4 per cent across all-day parts.
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