A Happy ‘Hindi GEC’ New Year Eve – who raised the toast?

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As Hindi general entertainment channels begin the 2011 ratings report card, exchange4media looks at what New Year fare allowed a good opening to channels.

Star Plus premiered the Big Star Entertainment Awards, its joint property with Big CBS, on December 31, 2010 at 10 pm, which garnered a rating of 5.51 TVR. Amongst the top watched shows across channels on New Year’s Eve, Star Plus boasted of three shows. ‘Saathiya Saath Nibhana’ ranked at the top with a 5.58 TVR, followed by ‘Sasuraal Genda Phool’ with 5.83 TVR, while shows like ‘Yeh Rishta Kya Kehlata Hain’ and ‘Chand Chupa Baadal Mein’ made it in the Top 10.

Colors compensated for their lack of holiday-specific shows by offering two Hindi feature films on Saturday – ‘Once Upon a Time in Mumbai’ and ‘Pyaar Kiya Toh Darna Kya’, both of which drew in ratings close to 1.5 TVR.

The other interesting watch was Zee TV, which began the year with the launch of the fourth season of ‘Dance India Dance – DID Doubles’. A grand opening of two back-to-back 90-minute long episodes were planned for the show. ‘DID Doubles’ began airing at the 9.30 pm slot and continued into the late night programming slot, which pulled in numbers of 4.59 TVR and 1.59 TVR for the channel. The leading show at 9 pm was the currently high rating ‘Pavitra Rishta’, which scored a 5.45 TVR, coupled with other new top grossers such as ‘Jhansi Ki Rani’ that rated 3.75 TVR and ‘Yahaan Mein Ghar Ghar Kheli’ that rated 3.44 TVR.

For Sab TV, shows such as ‘Ring Wrong Ring’ and ‘Papad Pol’ seem to be catching on with the audiences as ratings on December 31, 2010 ranged close to 1 TVR, whereas ‘Tarak Mehta Ka Ooltah Chasma’ has pulled in a 2.95 TVR rating. ‘Mrs Tendulkar’ is another show due for launch to supplement the channel’s fiction programming, which has been extended to a Monday to Friday format with an elongated prime time beginning from 7.30 pm, as opposed to the standard 8 pm followed by most other channels.

In Week 53, (December 25, 2010 to January 1, 2011), as per data from TAM Media Research, Star Plus continued to lead the pack, moving up 29 points from 368 GRPs to 396 GRPs. Colors remained at No. 2, dropping slightly from 290 GRPs to 283 GRPs in Week 53, increasing the gain margin for Star Plus. Next was Zee TV at No. 3 with 224 GRPs, followed by Sony Entertainment Television and Sab TV, which have maintained steady ratings of 179 GRPs and 146 GRPs, respectively, same as from last week. Imagine, Star One and Sahara One have seen small but encouraging rise in ratings, putting them at 86 GRPs, 38 GRPs and 31 GRPs, respectively, in the final week of 2010.
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This post was submitted by Mudit Agrawal.

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