Hindi GEC’s losing channel share rapidly

Almost all the Hindi general entertainment channels (GEC) – Star Plus, Colors, Zee TV, Sony, NDTV Imagine, 9X and Sahara One have been airing repeats of their programmes since November 10.

The GEC’s are losing channel share rapidly, all of which is being attributed to the dearth of fresh programming on Indian television. New data has revealed that television rating points (TRPs) started plummeting even before the scheduled reruns from November 10, with viewer fatigue setting in at the end of October itself. At the end of October, most viewers had already started moving away from GECs to movie, news, regional and cricket channels.

The unresolved dispute between television producers and the Federation of Western India Cine Employees (FWICE) has only worsened matters. GEC is the biggest category for investment by advertisers. The current impasse could destabilise future advertorial inventory with broadcaster, who are adopting a wait-and-watch policy.

According to research firm TAM’s weekly data for cable and satellite homes in the Hindi speaking markets, a significant loss of market share preceded the re-runs.

From October 26 to November 1, the share of Star Plus dipped to 24% from 27% in the preceding week. The channel continued to rule at the numero uno spot during the week. Star Plus’ weekend strategy was to rely on dance-based reality show Nach Baliye 4, followed by Voice of India, which the channel hopes has brought in the numbers.

Colors, which was second in the ranking, was the only channel to increase its channel share to 20% (Oct 26 to Nov 1) from 18% in the previous week. In a bid to rein in slipping TRPs, broadcasters have rejigged their shows.

Zee TV’s share declined to 15% from its earlier 17% channel share. Sony Entertainment Television (SET) was in the fourth spot with 8% share down from 9%, followed by NDTV Imagine and Star One with 7% share (earlier 8%) each. Sahara One and 9X were on the same rung with 5% share each (earlier 6%) during the same period.


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