[LOOKBACK 2011] The Year for GECs

28 Dec,2011

By Ritu Midha

 

One-upmanship among the General Entertainment Channels (GECs) continues. While the top slot, for now, seems to be reserved for Star Plus, number 2 slot is now occupied by Sony. The tough fight between the channels has definitely benefited the viewer, who gets to see differentiated content now.  It is appointment viewing all the way – with viewers happily surfing from channel to channel, depending on the shows being shown at a specific time slot.  With a number of new shows hitting television at the same time – multiple show viewing at the same time (sampling) too is quite common – which is likely to reduce once the programme loyalty sets in.

 

The top 10 shows in GECs include three reality shows (including the top slot). And the 10th slot is occupied by Cricket (Doordarshan). This effectively indicates that only six of the top ten shows for 2011 (first 11 months) were fiction shows.

Source: TAM Media Research
TG: CS 4+yrs
Market: HSM
Channels : Hindi GEC
Period : Wk 1 to 50,2011

 

Perhaps, the picture would be bit different if one looked at the entire year, with quite a few new shows like Kuch to Log Kahenge,  Diya Aur Baati Hum, Hitler didi and Bade Acche Lagte Haen settling down.  Interestingly – none of the four is a classic saas bahu drama.

As for the reality shows, only KBC and Big Boss (Finale) could find a place in top 10 – however others too brought in reasonable numbers for the channel. A quick look at them is here:

Source: TAM Media Research
TG: CS 4+yrs
Market: HSM
Channels : Hindi GEC
Period : Wk 1 to 50,2011

 

Now a look at the average TVR of the channels -If one looks at GEC viewership for the first 11 months, Star Plus rules as numero uno, with Colors at number two and ZEE and Sony rubbing shoulders at number 3:

Source : TAM Media Research

Period : Jan – Nov 2011

TG : CS4+
Market : HSM
Period : Wk 1 to 50,2011


However, if one breaks the data by month, it becomes the story of Sony’s steady climb through the year. The channel got it right post KBC. Its numbers did not dip as was being anticipated – but the new shows it brought in have, in fact, consolidated its positions as the number two GEC.  Multi Screen Media with two channels in top 5 GEC, and MAX too going strong is doing well for itself. It would be interesting to watch if Star One in it its new avatar – Life OK proves to be a threat.

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