Hindi GECs lose eyeballs

Number crunching can be a rude eyeopener for Hindi GECs. A recent study conducted by TAM Peoplemeter, titled, 'Impatient Generation' suggests what had been apparent through 2011. While the viewership of Hindi GECs saw a major upward swing in numbers in the year 2010, it showed a slump in 2011, almost comparable to 2009.
The GECs' relative share stood at 38% during 2011 (it was 38% in 2009).This is a straight fall from the 41% share it had recorded in 2010. Furthermore, the average weekly reach of the genre fell to 85% in 2011, as against 87% that the genre had registered in 2009 and 2010. In 2011, the Hindi GECs showed a consistent growth in theone-hour special fiction episodes during prime time on weekends (reason why top GECs, Star Plus, Colours and now even Zee introduced the weekend Maha Episodes). As per the study, C&S at all India level presently is 126 million households. At 42 million digital households, the growth registered is 63%. Viewership of Hindi GECs saw a 6.5% dip in 2011.
One of the major reasons why viewership in GECs have shrunk in 2011 is also because of fragmented TV viewing patterns and divided viewership loyalty. On the rising consumer fragmentation, L V Krishnan, CEO, TAM India, says, "This new phenomenon has emerged because of the rise of the assertive, impatient and highly articulate generation of today in most Indian families, thanks to newer media and broadcast technologies, increasing diversities of content, and of course, advancement of new age media that are able to cater to the differing tastes and preferences simultaneously."
After witnessing a drop in the number of new launches in 2010 as compared to 2009, 2011 once again saw an upswing in the number of new show launches, with daily soaps topping the count (significant fiction shows include, Star Plus' Iss Pyaar Ko Kya Naam Doon? Diya Aur Baati Hum, Ruk Jana Nahin, Ek Hazaron Mein Meri Behna Hai, Imagine TV's Chandragupta Maurya, Haar Jeet, Beendh Banunga Ghodhi Chadhunga, Zee TV's Mrs Kaushik Ke Paanch Bahuyein, Afsar Bitiya, Hitler Didi, Colors' Parichay, Havan, Sasural Simar Ka, Sahara TV's Rishton Ki Bhawar Mein Uljhi Niyati, Chandrakanta, Sony TV's Parvarish- Kuch Khatti Kuch Meethi, Bade Achche Lagte Hai, Kuch Toh Log Kahenge, Dekha Ek Khwab, Channel V's Dil Dosti Dance, Humse Hai Life)followed by comedy series ( Comedy Circus Ka Naya Daur) and reality shows (Sony TV's X Factor India, Star Plus' MasterchefSeason 2, Sony TV's Kaun Banega Crorepati5). The total number of shows launched in 2011, 2010 and 2009 were 82, 76 and 92, respectively.
The study also says Delhi, Maharashtra, Uttar Pradesh and Gujarat were as usual the top performing markets for the Hindi GEC genre, and the viewership returns from metros have seen a drop. So next time you see soaps dotted with Gujarati characters, or set in Delhi or even celebrating a Gudi Padwa with vigour, know it's only to woo the loyal viewers further more. In the fickle world of Hindi entertainment television,