Hindi movie genre drops marginally as Max beats Zee Cinema in Week 24: TAM

22 Jun,2015

The gap between the top two channels has narrowed down further with Sony Max beating Zee Cinema to the top spot by just 4 GRPs, as per analysis done by the S-Group, the strategic consulting arm of TAM Media Research

 

 

  • Total TV as well as Hindi Movie Genre have dropped marginally in Wk 24, 2015 (7th – 13th June) with the share of the genre standing undisturbed at 19%, as compared to last week. A drop in Reach as well as Time Spent on the genre led to its decrease by 7 GRPs.

 

  • UTV Movies, which edged past &Pictures last week, has stuck on to the fourth position by a whisker. Other rankings remain unchanged.

  • The top 3 channels lost viewership during Prime-time, with only Star Gold managing to make up for it by increasing during off-prime, both the changes being minimal.

 

  • The movie channel premiere of ‘Khamoshiyan’ on Sony Max helped Saturday’s viewership. However, it didn’t compensate for the overall decrease.

 

  • Star Gold continues to rely on the Action genre. Last week, South Dubbed titles brought in viewership, while this week Salman Khan’s movies like ‘Jai Ho’, ‘Ready’, and ‘Bodyguard’ helped it sustain.

 

  • Z Cinema increased throughout the weekdays, but lost 7 GRPs during weekend prime-time due to lack of titles with TSV as high as that of ‘Lingaa’ last week. On the other hand, Drama movies came through for the channel and ‘Vivah’ scored a rating of 0.9 to help it gain viewership during rest-of-day-part.

 

  • Saturday did well for UTV Movies due to the premiere of ‘Ek Paheli Leela’ that garnered 4 GRPs. UTV Action, which had dropped last week, regained lost viewership owing to high Time Spent. ‘Journey to the West – Conquering the Demons’, aired during weekday prime-time was the top rated movie for the channel.

 

  • Top 3 movie airings for the week are as shown below:


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