GEC Watch: Thanks to the ICC Cricket World Cup, DD1 gains 72 GRPs

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | March 31, 2011
According to the latest TAM data for Week 13, the relative share of the channel has increased from 1.5 to 7 per cent.

The ICC Cricket World Cup 2011 has pulled up the GRPs of DD1 from 19 in Week 12, to 91 in Week 13, an increase of 72 GRPs. The relative share of the channel has increased from 1.5 to 7 per cent.

Talking about the DD1 upswing, Sudha Natarajan, president and chief operating officer, Lintas Media Group, says, "This is obviously due to the World Cup that the channel share of DD1 has gone up so steeply as the channel hasn't done anything so suddenly to take them so high. Moreover, the World Cup has more followers than the IPL, as the latter is club cricket, an urban phenomenon. This tournament has cut across all borders, and across the SECs."

Navin Khemka, senior vice-president, ZenithOptimedia says, "Ten-fifteen per cent of the World Cup rating comes from the DD1 audience. As ESPN and STAR Sports are pay channels, most of the local cable operators opt for DD1, in the process increasing its viewership automatically. Even in places where DTH is not available and people do not want to pay extra for the pay channels; viewers stick to DD1."

Meanwhile, the No. 1 channel in the Hindi general entertainment channel (GEC) space, STAR Plus, has garnered 291 GRPs in Week 13, which is 14 GRPs less than the previous week. Its relative share has come down marginally from 23.9 per cent in Week 12, to 22.3 per cent in Week 13.

On the other hand, Viacom18's channel Colors at No. 2, is one of the few channels this week to have witnessed an increase of 15 GRPs, to achieve 272 GRPs, thus coming closer to STAR Plus. The relative share increased from 20.1 per cent in Week 12, to 20.8 per cent in Week 13.

Zee TV, the No. 3 channel, lost 20 GRPs, thus bringing its GRP from 207 in Week 12, to 187 in Week 13. Its relative share is at 14.3 per cent.

Sony continues to be at No. 4, having lost 24 GRPs, taking down its GRP to 159 in Week 13. While its rival sister channel SAB TV, in the fifth position, with 136 GRP did not witness any change. Its relative share this week is 10.4 per cent.

Imagine TV witnessed a gain in its relative share, from 5.7 per cent in Week 12, to 6.2 per cent in Week 13. Its GRP this week is 81.

While STAR One and STAR Utsav have garnered 30 and 29 GRPs, respectively, their relative shares recorded are 2.3 per cent and 2.2 per cent, respectively. On the other hand, Sahara One has managed to garner 25 GRPs, with 1.9 per cent relative share.

On the list of the 10 most-watched programmes on Hindi GECs, Uttaran on Colors rules at No. 1, with a TVR of 5.86, de-throning Pavitra Rishta. Laagi Tujhse Lagan follows it closely on Colors, with a TVR of 5.63.

Saathiya Saath Nibhana on STAR Plus is the third most-watched programme, recording a TVR of 5.31, followed by Pavitra Rishta at No. 4, with 5.2 TVR. Balika Vadhu at No. 5, with a TVR of 4.66.

The other shows on the list are Na Aana Is Des Laado, Yeh Rishta Kya Kehlata Hai, Sasural Genda Phool, Pratigya, and Taarak Mehta ka Ooltah Chashmah.

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