GEC Watch: Viewers content with fresh content

Week 49 spelt good news for general entertainment channels because viewership gained momentum after the workers’ strike was called off

Fresh content has left the general entertainment channels and the viewers contented. After the end of the marathon workers’ strike and with the telecast of new episodes from December 1, TAM's latest report card (for C&S homes, 4+ audiences in Hindi speaking markets) suggests that viewers are sticking once again to the GEC magnet. The overall GRPs for GEC genre has increased from 722 in Week 48 to 1070 in Week 49.

As per the TAM data for Week 49, the week when new episodes began to be aired, the relative channel share of STAR Plus shot to 25 per cent from 14 per cent in the earlier week. The channel is back in the top spot with the maximum share in the GEC pie. It is also the biggest gainer in terms of channel share. In Week 47, five days post the start of the rerun season, STAR Plus’ relative share had dropped to 13 per cent.

Aap Ki Kachehri, the latest addition to STAR Plus' programming, which replaced Kyunki Saas Bhi Kabhi Bahu Thi, has drawn a TVR of 3.98 to become the fourth most watched programme on television.

Colors comes in second, garnering a 20 per cent relative channel share in Week 49, up 3 per cent from the previous week. In Week 47, which saw the close of Bigg Boss, the share of Colors was at its highest at 23 per cent, and the show garnered its highest TVR of 4.47. Bigg Boss was also the only show to air new episodes all through the strike.

The two new programmes on Colors – Uttaran and Jaane Kya Baat Hui – have had a fair beginning. Uttaran features in the Top 10 programmes with a TVR of 3.25, beating Zee's Maayka, while Jaane Kya… has recorded a TVR of 1.91.

From an 11 per cent share in Week 47 to an 18 per cent share in Week 49, Zee TV has strengthened its hold on the No. 3 spot. Sa Re Ga Ma Pa Challenge 2009 and Betiyann – Ghar Ki Lakshmi have recorded TVRs of 3.83 and 3.53, respectively, finding a place in the Top 10 programmes.

Sony Entertainment Television hasn't seen much action. It has managed to grab an 8 per cent share in Week 49, while its share in Week 48 was 9 per cent. Its GRPs have increased from 67 in Week 48 to 82 in Week 49.

STAR One and NDTV Imagine command a 7 per cent and 6 per cent share, respectively. Sahara One, SAB and 9X have each garnered a 4 per cent share. The GRPs of STAR One have risen from 59 in week 48 to 73 in week 49. NDTV Imagine grabbed 62 GRPs up from last week’s 49. SAB and Sahara One, too, have managed an upswing in their respective GRPs. However, 9X has seen a slight decline, which could be attributed to its continued repeat telecast.

Bidaayi on STAR Plus is the most watched programme, with a TVR of 7.97, followed by Balika Vadhu on Colors, with a TVR of 7.18. Jai Shri Krishna retains the third spot with a TVR of 5. The remaining shows in the Top 10 list are Kis Desh Mein Hai Meraa Dil, Raja Ki Aayegi Baarat and Maayka.

Looking at the data, Chandradeep Mitra, president, Mudra Max, says that there haven't been any major changes; most of the findings are in line with the situation that existed before the blackout of fresh content.

One of the things, however, is that some new shows have replaced old ones, especially in the case of STAR Plus. "It will be interesting to see what happens in the next three to four weeks, as these fiction shows will require that much time to stabilise viewership. It will be interesting to see which shows dominate the different time slots," Mitra observes.