BENGALURU: In earlier papers, we had discussed the most watched Hindi GEC primetime programmes in the Hindi Speaking Market (HSM – U+R) and the HSM – Rural markets in India. We also mentioned the genres that both markets preferred. Both the reports were based on the weekly viewership ratings of the top 5 primetime programmes in the HSM (U+R) and the HSM (R) markets respectively 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 2017. 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 during the period under consideration. Hence the actual ratings could be higher.
So what Hindi GEC programmes does the urban Indian watch during primetime? Continuing with BARC data for the primetime (1830 to 2130 hours) HSM (U) NCCS 2+ individuals market as a reference, HSM (U) leads the HSM (U+R) market in terms of the most liked programmes during primetime, well almost… As in the case of the HSM (U+R), Balaji Telefilms productions Kumkum Bhagya and Naagin 2 are the genre leaders in that order. With a slight reshuffle, it is the long running Yeh Rishta Kya Kehlata Hai on Star Plus that is the third most watched Hindi GEC primetime programme in the HSM urban market, displacing the reality show Amul Sa Re Ga Ma Pa Little Champs on Zee TV to fourth place form its third place in the larger HSM (U+R) market. And there is more, urbanites seem to prefer the sitcom Tarak Mehta Ka Ooltah Chasmah on Sony Pal during primetime, as compared to the overall HSM market that prefers the Balaji Telefilms produced family soap and spinoff – Kundali Bhagya. Please refer to the figure below for the ratings of the top five watched Hindi GEC primetime programmes by HSM urban India during the first 39 weeks of 2017.
Urban HSM markets prefer soaps the most, quite like the overall HSM (U+R) and the HSM (R) markets. Please refer to the genre preferences of the urban Hindi Speaking Markets in India during the first 39 weeks of 2017.
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 and Sansui Colors Stardust Awards
