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GEC Watch: The gap between Life OK and Colors widens marginally

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | June 13, 2014
Star India's Hindi GEC held on to the third spot in week 23 of TAM, helped by the telecast of 'Jai Ho' on June 7.

Jai Ho

Madhuri Dixit

Bawree

Diya Aur baati Hum

Life OK, the second Hindi general entertainment channel from Star India, continues to be the third most-watched channel in the genre. The channel that overtook Colors last week, has widened its lead and grossed 371000 GVTs compared to 365000 GVTs in the last week. Colors, meanwhile, closed the week with 350000 GVTs, as opposed to 347000 GVTs in week 22 of TAM.

As per TAM data (HSM, C&S, 4+), provided by a subscriber, Life OK's fiction shows saw a marginal rise too. Having said that, the channel's growth can also be attributed to the telecast of the Salman Khan-starrer 'Jai Ho' on June 7. The movie fetched around 4500 TVTs and contributed around 26800 GVTs to the channel. The movie has also featured in 'top 10 programmes on Hindi GEC' chart.

Life OK launched a new show titled 'Bawree' on June 2. The show that airs Monday to Friday at the dual prime-time slot of 7 pm and 10 pm, opened with average viewership of 600 TVTs and 1300 TVTs, respectively.

Colors launched the seventh edition of its celebrity dance reality show, Jhalak Dikhhla Jaa (JDJ) on June 7. The property that attracts the top celebrity judges - Karan Johar, Madhuri Dixit and Remo D'Souza witnessed Varun Dhawan and Alia Bhatt's presence in the premiere episode that garnered 5300 TVTs. The show, to nobody's surprise, made it to the top shows chart. What was surprising though was that Colors' Comedy Nights with Kapil didn't feature in top shows' list. It clocked 4400 TVTs in the week ended June 7.

Maintaining its lead in the genre, Star Plus registered 647000 GVTs (last week 655000 GVTs). Despite losing eyeballs, seven of its shows continue to be in the most watched list of shows in the genre.

Following Star Plus is Zee TV that lost around 17000 GVTs to end the week with 383000 GVTs with Jodha Akbar continuing to be a strong property as it featured in the top shows' list. Multi Screen Media's Hindi GECs, Sony Entertainment Television and Sab TV are next with 313000 GVTs (last week 340) and 261000 GVTs (256). Sab's Taarak Mehta Ka Ooltah Chashma is one of the most watched shows in the genre.

Top guns

Star Plus' Diya Aur Baati Hum continued to be the most watched show on Hindi GECs with an average of 9600 TVTs, followed by Zee TV's Jodha Akbar that fetched 7900 TVTs. The next four spots are occupied by Star Plus' Saathiya Saath Nibhana (7700 TVTs), Yeh Hai Mohabbatein (6600 TVTs), Yeh Rishta Kya Kehlata Hai (6400 TVTs) and Mahabharat (6000 TVTs).

At No 7 is SAB TV's Taarak Mehta Ka Ooltah Chashmah with 5900 TVTs. Star Plus' Veera is next with 5800 TVTs. It is followed by Colors' JDJ that opened with 5300 TVTs on Saturday. Life OK's Jai Ho is at No. 10 with 4500 TVTS.

For the record, TVT is television viewership in 1000s (TVR in 1000). It is an average number of individuals in '000s that are available at any given minute of a programme/day part that is under consideration. It captures growth in TV audiences in the country in absolute numbers. The TVR system, in contrast, works on percentages.

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