'Characters India Loves' is a quarterly study to measure the popularity of characters on Indian television (Hindi general entertainment channels). The third track, conducted by Ormax Media, has brought out a few surprises.
The study ranks 217 most liked characters across various channels on Indian television across gender, age, SEC and market segments. The third track for 'Characters India Loves' was conducted during February-March this year and interviews for the same were conducted among 2,500 respondents in the age group of 15-44 years in cities such as Mumbai, Delhi, Ahmedabad, Lucknow, Indore and Jalandhar.
Archana of Pavitra Rishta (Zee TV) and Ichcha of Uttaran (Colors) are at No. 4 and No. 5 positions respectively in the popularity charts.
The surprise packet of the study showed that some negative characters from the television world have made it to the list of Top 10 popular characters. Ammaji of Na Aana Is Des Laado (Colors) and Tapasya of Uttaran (Colors) share the No. 7 position with 2.6 per cent shares, while Krishna of Pratigya (STAR Plus) makes it to No. 10 with a share of 2.4 per cent.
The character of Dadi Sa from Balika Vadhu (Colors) is widely recognised by the male audience.
Dharmesh of Dance India Dance 2 (Zee TV) has come at the No. 6 position with a share of 3.1 per cent; this is the first time that a contestant has been rated higher than a jury member.
Binny, another contestant of Dance India Dance 2, has been appreciated by the male audience.
Jethalal from Tarak Mehta Ka Oolta Chashma (SAB) is also at No. 7 with a share of 2.6 per cent. The character of Jethalal is extremely popular with the male audience, while the character of Daya, Jethalal's wife in Tarak Mehta Ka Oolta Chashma, is liked by the female audience.
Ormax Media is a consumer knowledge and consulting firm launched by Shailesh Kapoor and Vispy Doctor. Its area of work spans across television, radio, films and other entertainment categories such as direct to home (DTH) TV, home video brands, retail outlets and multiplexes.