MUMBAI: Consumer knowledge firm Ormax Media has published the second edition of its "Characters India Loves" track.

As per the findings, Colors has consolidated its lead and dominates the charts with a 39 per cent share, as against 31 per cent in the last track, while Star Plus has seen a drop in its share from 30 per cent to 23 per cent this time.

Among the characters, Anandi of Balika Vadhu continues to be on top of the list, whereas Raju Srivastav is No. 1 in males and No. 3 overall.

Also, average character share of non-fiction shows has gone up to 24 per cent, from 20 per cent in the last track.

Characters India Loves is a quarterly study to measure the popularity of characters on Indian television.

The second edition reports the ranking of 180 most liked characters across various channels on Indian television. It also lists the top characters across gender, age, SEC and market segments. Further, the report also illustrates reasons for likeability of the top characters.

The track was conducted during the months of October-November. Interviews were conducted among 2500 respondents (70 per cent females, 30 per cent males) among the age group of 15-44 years, in SEC: ABC. The study was conducted across Mumbai, Delhi, Ahmedabad, Lucknow, and Indore.

Founded in July 2008, Ormax Media has partners like Star India, Colors, Zee Network, NDTV Imagine, Sony, SAB, UTV, Zoom, Big Broadcasting, Zapak, Radio Mirchi, Radio City, MyFM, What‘s On India, OTX Hollywood, WSG Motion Pictures and Friday Entertainment.