BENGALURU: In an earlier paper, we have discussed the highest rated Hindi GEC programmes in the Hindi Speaking Markets (HSM) – this included the urban and rural HSM markets, based on the weekly viewership ratings of the top 5 primetime programmes published by Broadcast Audience Research Council of Indi (BARC) during the first 39 weeks of 2017.
It must be noted that the ratings (impressions) mentioned for the programmes in this paper may not represent the actual ratings during the first 39 weeks of programmes. The ratings in the paper are a sum of the ratings garnered by a programme only when it has appeared in BARC’s top 5 programmes list. Hence the actual ratings could be higher.
As is common knowledge, rural viewership preferences are different from urban, BARC’s data for the top 5 Hindi GEC primetime (1830 to 2130 hours) NCCS HSM (U+R): 2+ individuals is not homogenous across markets. There is lumpiness, preferences vary within the urban as well rural audiences depending upon geography. While in the overall HSM markets Kumkum Bhagya on Zee TV was the most watched programme during the first 39 weeks of 2017, followed by Naagin 2 on Colors, rural HSM markets preferred the Supernatural to the family drama – Naagin 2 was the most watched programme in the Hindi HSM rural market during the 28 weeks it was there in the top 5 primetime programmes in the HSM rural market list in the first 39 weeks of 2017. The programme scored 184.395 million impressions during the 28 weeks in the top 5 programmes in the rural market list.
Nagin 2 was followed by the Akshay Kumar – Ashwini Yardi – Meenakshi Sagar produced family drama Jamai Raja on Zee Anmol as the second watched programme during the 27 weeks it was present in the top 5 programmes in the rural market list with a score of 165.376 million impressions in the first 39 weeks of 2017.
Optimystix Entertainment’s children’s Superhero series Baal Veer scored the third highest ratings of 162.266 million impressions during the 31 weeks it was in the top 5 programmes list in the first 39 weeks of 2017. The show earned these ratings on Sony Pictures Network India Private Limited (SPN) women focused Hindi GEC Sony Pal. Also on Sony Pal was the sitcom Tarak Mehta Ka Ooltah Chashma at fourth place with 102.036 million impressions during the 20 of the first 39 weeks of 2017 that it was on the top five programmes list.
Zee TV’s Balaji Telfilms Limited produced KumkumBhagya was the fifth most watched programme with 88.325 million impressions during the 17 of the first 39 weeks of 2017 when it was in the top 5 HSM – rural market list. Please refer to the figure below.
Unlike their urban brethren, rural India does not prefer reality television if one were to go by BARC data for top 5 primetime programmes in the HSM rural market.
Soaps include all sub-genres such as family drama, comedy drama, sitcoms, mythology drama, supernatural drama. Reality includes music, dance, shows such as Fear Factor, Kaun Banega Crorepati, Bigg Boss, etc. Comedy includes shows such as The Kapil Sharma show, etc., Awards means award shows such as Star Screen Awards.
