Television

Hindi news genre gained growth in viewership last year

2019 has proved to be an action-packed period for the news channels

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MUMBAI: Despite the overwhelming growth of digital platforms, television remains the most penetrated mass-medium in India. Although broadcasters battled worries like economic slowdown, the new tariff regime, the audience was not deprived of good programming. The entertainment segment saw returning seasons of Kaun Banega Crorepati, Bigg Boss along with popular fiction shows. Other important genres like sports and news were also full of attention-grabbing events like ICC Cricket World Cup, general election. 

2019 has proved to be an action-packed period for the news channels leading more people to watch news. General Election, ICC Cricket World Cup, State Elections, terror strikes and counter measures,Rammandir Verdict, CAA-NRC issue – a bouquet of important events has helped the Hindi news genre to garner the highest viewership in 2019.

In the Hindi Speaking Market (HSM), Hindi News genre has seen the highest growth in viewership, 26 per cent rise from 2018. Other than Hindi News, Sports genre has witnessed an increase of 22 per cent in 2019. While the year was eventful for the news genre, cricket content including international tournaments, T-20 leagues has definitely worked as a catalyst for the sports viewership growth.

During the year, Hindi GEC genre has contained hit shows both in scripted and non-scripted format including Kundali Bhagya, Naagin, Taarak Mehta Ka Ooltah Chashmah, Kaun Banega Crorepati, Big Boss. But despite having good fiction shows and new formats, the genre has struggled to grow its viewership in the year. According to data, Hindi GEC viewership has experienced a fall of 23 per cent in viewership.

Overall the year was a challenging one for the broadcast industry due to implementation of new tariff regime, economic slowdown. While the two factors have affected the entire ecosystem- the niche genres have struggled most, especially due to the new tariff order. The viewership of hindi movies, hind music genre has fallen by 21 per cent and 9 per cent respectively.

Among the leading HSM channels, Aaj Tak, Sony Max, Star Sports 1 Hindi, were able to maintain their leadership in the respective genres. However, Aaj Tak which has been leading the Hindi News genre since last 19 years, is only National channel to maintain top position throughout the 52 weeks. Star Plus has emerged as the leading channel in Hindi GEC genre replacing Star Bharat with 15 per cent growth. At the same time, B4U Music has replaced Masti to lead the Hindi Music genre with a 12 per cent growth.

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