Star Plus’ weekday primetime viewership equalled the combined total of Zee and Colors. Sony is the only Hindi GEC to grow in the second week of IPL 7 on the back of Umang 2014
BestMediaInfo Bureau | Delhi | May 2, 2014
The impact of IPL on Hindi general entertainment channels became visible in the second week of the cricket tournament as all GECs except Sony witnessed decline in viewership. Sony jumped one position to No. 5 on the back of double airing of the event Umang 2014 in Week 17 of TAM 2014. The event rated 2.7 TVM at 2 PM and 2.1 TVM at 5 PM over 6 hours.
Star Plus touched another landmark by pulling off 8 slots in the top 10 weekday shows for the first time in recent years. Star Plus’ weekday primetime viewership equaled the combined total of Zee and Colors put together.
According to TVT data sourced from TAM subscribers for Week 17 of TAM 2014 (April 20 – April 26) CS 4+, HSM markets, Star Plus witnessed decline in its gross viewership but maintained the huge lead margin of 298 TVM over next channel, Zee TV. Star Plus had recorded a gross viewership of 743 TVM and a relative share of 29.51% this week (last week 791 TVM with 30.47% relative share).
At No.2, Zee TV also dropped to 445 TVM against last week’s 473 TVM. Its relative share dropped to 17.67% (last week 18.22%). The channel had one show in the top 10 weekday shows.
Colors recorded a slight decline in gross viewership but a small growth in its relative share. The channel fetched 423 TVM and a relative of 16.80% (last week 433 TVM and 16.68% relative share). The channel retained top two slots in weekend programming but continued with no-show in weekday top 10.
Life OK too lost a huge chunk of eyeballs this week and recorded a gross viewership of 350 TVM with a relative share of 13.90% (last week 389 TVM and 14.98% relative share).
Sony was the only channel that recorded a surge in viewership in Week 17. The channel overtook SAB TV at No. 5 on the back of the double airing of Umang 2014. The channel recorded a gross viewership of 297 TVM and a relative share of 11.80% (last week 244 TVM and 9.40% relative share).
SAB TV slipped to No. 6 position with 260 GTVM and a relative share of 10.33% (last week 266 TVM and 10.25% relative share). The channel had one show in top 10 weekday shows.
Weekday toppers (all data in TVM, 000000’s)
Diya Aur Baati Hum on Star Plus retained its leadership with an average viewership of 13.3 TVM (last week 14.5 TVM).
Jodha Akbar on Zee TV too held its position at No. 2 with 9.8 TVM (last week 10.5 TVM).
Star Plus’ Saathiya was unmoved at No. 3. The show fetched an average viewership of 9.5 TVM (last week 9.9).
Yeh Rishta Kya Kehlata Hai jumped one position to No. 4 this week with an average viewership of 7.5 TVM (last week 7.4 TVM).
Star Plus’ epic series, Mahabharat, continued to be among the top 5. The show garnered 7.3 TVM this week (last week 7.7 TVM).
Veera on Star Plus held its viewership and No. 6 position. The show had an average viewership of 6.8 TVM (last week 6.7 TVM).
Pyaar Ka Dard Hai on Star Plus jumped 3 positions to No. 7 this week. The show fetched an average viewership of 6.3 TVM (last week 6.2 TVM).
SAB’s Taarak Mehta ka Ooltah Chashma slipped further to No. 8 with an average viewership of 6.1 TVM (last week 6.5 TVM).
Yeh Hai Mohabbatein on Star Plus made a comeback to the top 10 club with an average viewership of 5.9 TVM.
Star Plus’ Saraswatichandra slipped two positions to No. 10 this week. The show dropped to 5.4 TVM (last week 6.2 TVM).
Comedy Night with Kapil on Colors witnessed a sharp decline in the second week of IPL but retained its leadership in weekend programming. The show fetched an average viewership of 6.4 TVM in Week 17 (last week 8.5).
Colors’ flagship show Fear Factor – Khatron Ke Khiladi also dropped to 5.8 TVM (last week 7.3).
Dance India Dance L’il Masters Season 3 on Zee TV retained the third position among weekend shows but dropped to 3.9 TVM (last week 4.5 TVM).
Sony’s crime series, CID, fetched 3.1 TVM against last week’s 4.1 TVM.
Sony’s second crime show, Crime Patrol, garnered 2.6 TVM (last week 2.4).
Life OK’s Shapath dropped to 2.5 TVM (last week 3).
Hatim on Life OK held its viewership at 2.4 TVM.
Fear Files on Zee TV dropped to 2 TVM this week (last week 2.7).
Encounter on Sony fetched 1.7 TVM (last week 1.6).
(Relative share among Star Plus, Colors, Zee TV, Life OK, SAB and Sony.)
(Data sourced from TAM subscribers is based on TG CS 4+ years, HSM markets. All data are in TVM = Television Viewership in Millions)