Hindi general entertainment genre is one of the few to have witnessed a gradual growth over time. The genre recorded a growth of 8 per cent in the beginning of 2009, in terms of GRPs, as compared to the last four weeks of 2008. According to TAM, the total GRPs for the genre currently stands at 1,222 for C&S homes and 1,319 for digital homes in the Hindi speaking markets.
As per TAM’s report on C&S 4+ homes in HSM, STAR Plus has maintained its 25 per cent relative share in the general entertainment channel pie for more than five weeks. Its GRPs have grown from 295 in the last week of 2008 to 307 in the latest week. Colors, too, has retained its position as the No. 2, with a relative share of 21 per cent. Its GRPs – 256 – remain almost unchanged.
Zee TV, the third most watched Hindi GEC, has recorded a slight decline in its share over the last five weeks. From a share of 18 per cent in November, it has dropped to 16 per cent in the last week of 2008; in Week 1 of 2009, its share stood at 15 per cent. Zee’s GRPs, which were 201 in November, dropped to 191 in the last week of 2008 and have now settled at 188.
Sony has sprung a surprise by increasing its relative share from 7 per cent in the previous week to 10 per cent in the latest week. Its GRPs have jumped from 82 to 126. This can be attributed to the premiere of the Hindi film, Singh is Kinng, featured on a Sunday, which drew a TVR of 4.8. Sony consolidated itself in the No. 4 position, moving ahead of STAR One.
STAR One and NDTV Imagine have both grabbed a relative share of 6 per cent. NDTV Imagine has maintained its share of 6 per cent for the last five weeks. STAR One’s GRPs have dropped from 80 in the last week to 76 in the latest week. NDTV Imagine’s GRPs have gone up from 65 to 69 during the same period.
Sahara One and SAB have retained their relative share of 4 per cent each. Leaving their company is 9X, whose share has dropped to 3 per cent. The GRPs recorded by each of these channels are 49, 48 and 42, respectively. STAR Utsav and Doordarshan 1 have both garnered a 2 per cent share.
Bidaai and Balika Vadhu continue to contend for the most watched programme’s title. Bidaai recorded a TVR of 8.7, while Balika Vadhu recorded 8.2. Jai Shri Krishna on Colors was the third most watched programme in Week 1 of 2009, with a TVR of 6.3. STAR Plus’ New Year Special, Mauja Hi Mauja, was fourth on the list, with a TVR of 4.7.