Hindi GEC genre dips during Diwali; movies gain

According to the TAM data, the Hindi movies, music, kids and Hindi news genres witnessed gains in viewership during the Diwali week, which is TAM's Week 46 (November 8-14). The Hindi GEC genre took the plunge, as compared to the previous four weeks, despite total television viewership having increased by 4 per cent.

The Aamir Khan starrer 3 Idiots and PK helped Sony MAX strengthen its position at the top.

UTV Movies which gained 68 per cent viewership this week had aired the Kapil Sharma starrer Kis Kisko Pyaar Karoon, which turned out to be the second biggest hit for the channel in 2015, after Gabbar is Back, which was aired on August 15.

Kids genre performance: In the kids genre, the top channels registered the maximum growth in consumption. Increased viewership returns from its main shows Ninja Hattori & Motu Patlu gave Nick a growth of 26 GRPs.

Sister channels Cartoon Network and Pogo gained 29 and 17 GRPs, respectively. This growth was primarily due to the increased duration and viewership from feature films that ran on both channels.

Other genres to witness growth during the Diwali week were music and Hindi news. Top channels in both music and Hindi news genres witnessed the maximum growth.

Music genre performance: Growth in this genre was both reach and time-spent driven. As indicated by the content genre ROI, the growth in this genre during the Diwali week was the result of increased consumption of songs played by these channels, while returns from non-music content like serials, reality shows which account for nearly 30 per cent duration of the genre, remained stable.

Hindi news genre performance: The week was eventful for the genre. The one event that brought in maximum viewership was Bihar election-result day, on Sunday. Other major news stories which drove the genre during Diwali were Prime Minister Narendra Modi's UK visit, as well as the Paris attack.

Source: Analysis conducted by S-Group, an analytical arm of TAM Media Research.