MAM

IPL4 fails to impact GEC viewership

MUMBAI:The biggest monster for the Hindi general entertainment channels – Indian Premier League (IPL) – has been tamed this year.


One may call it overdose of cricket or better programming on GECs or the charm of IPL wearing thin, but the fact of the matter is that for the first time in the last four years, the GEC genre did not see any fall during the IPL and, indeed, has seen a healthy growth.



As per data provided by TAM for C&S, 4+ years, in the Hindi speaking market, the overall genre share of the Hindi GECs has actually gone up compared to its share in the two weeks prior to the IPL.


Also, with the new shows post IPL, the GEC genre has actually stepped up the ladder.












Last year, Star Plus had released a research report noting that Hindi GECs had seen over 10 per cent drop in the genre share during the IPL period. However, the top three channels - Colors, Star Plus and Zee TV- were the least affected, while the second rung channels like Sony Entertainment Television, Sab and Imagine TV had lost more share.


This year, despite adding two more teams, the IPL was a below average tourney compared to the standards it had set in the previous seasons.


The only highpoint this season was that the total IPL viewers grew to 160.2 million, according to the All India market data from TAM Sports. In the last season, 143.7 million viewers had tuned in to the event.

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