MUMBAI: Foremost Hindi GEC Star Plus witnessed the maximum gain in viewership (60 GVMs) in the 44th week of 2014. The increase in gross viewership came on the back of its leading fiction show ‘Diya Aur Baati Hum’.
In the week ended 1 November, ‘Diya Aur Baati Hum’ saw a highpoint in its storyline as it showed a hijacking of a plane on which the protagonist’s husband was travelling. The build-up helped Star Plus to garner 655 GVMs, and the rub-off effect was seen on other fiction shows of the channel.
As per TAM data (sourced from the subscribers) for the Hindi-speaking markets, all the GECs gained during the week due to the overall growth in the performance of their shows.
Notwithstanding its fall to the fifth spot in the GEC hierarchy, Life OK was the next channel to witness a huge jump—of 49 GVMs—in its viewership during the week. The growth came mainly on the back of the final episode of its reality show ‘Dare 2 Dance’ on 26 October. The special three-hour episode garnered a viewership of 1.8 TVM (television viewership in millions).
Colors maintained its number two position and gained 25 GVMs during the week. Zee TV was at number three and gained 11 GVMs. The channel also launched its fantasy fiction show ‘Maharakshak Aryan’ in the week; the show fetched the channel 3.2 TVMs.
At number four, SAB gained 20 GVMs, while Sony Entertainment Television (SET) added 37 GVMs to its kitty on the back of the television premiere of the Hindi feature film ‘Daawat-e-Ishq’ on 26 October. The premiere garnered 4.1 TVMs, and a repeat telecast of the film on 1 November fetched 2.1 TVMs.
At 31 GVMs, Zindagi and Sony Pal were on par, and gained 5 and 6 GVMs respectively.
Top fiction shows
With five of its fiction properties featuring in the top fiction list, Star Plus once again ruled the GEC block. ‘Diya Aur Baati Hum’ was the biggest gainer from 10.1 TVM in the earlier week to 11.4 TVM in Week 44. The channel’s four other shows that made it to the list were ‘Saathiya Saath Nibhana’, ‘Yeh Hai Mohabbatein’, ‘Yeh Rishta Kya Kehlata Hai’ and ‘Ek Hasina Thi’.
Zee TV had three of its shows, ‘Jodha Akbar’, ‘Jamai Raja’ and ‘Kumkum Bhagya’, in the list. Colors had just one show ‘Sasural Simar Ka’ as its other show ‘Udaan’ moved out of the list leaving space for SAB’s ‘Taarak Mehta Ka Ooltah Chashmah’.
Non-fiction/weekend shows
Even as Colors continued its reign in the non-fiction space, its popular show ‘Comedy Nights with Kapil’ saw a slight dip in viewership. While Kapil garnered 6.1 TVMs, ‘Bigg Boss 8 – Weekend Ka Vaar’ got 5.5 TVMs.
The non-fiction/weekend show space saw some reshuffle as Zee TV’s two weekend shows entered the list to take the third and fifth spots. The channel’s weekend fiction property ‘Neeli Chhatri Wale’ garnered 3.9 TVMs and made it to the third spot, while the dance reality show ‘Dil Se Naache Indiawaale’ garnered 3.3 TVMs to take the fifth position.
While SET’s ‘KBC’ with a peak viewership of 3.1 TVMs could not be a part of top five non-fiction/weekend shows list, the channel’s other show ‘CID’ continued to stay strong at number four with 3.4 TVMs. Life OK’s ‘Savdhaan India’, too, did not make it to the list.
Events
Zee TV aired a special show, ‘Hum Hain Ummeed E Kashmir’, on 26 October. The four-hour event could manage only 0.6 TVM.