New Delhi: After languishing in second place for years, Hindi language general entertainment channels, or GECs, have nosed ahead of southern regional programming in all-India viewership as increasing competition and reinvention of content expand the market for a genre once derided by critics for its weepy saas-bahu soaps—family dramas typically featuring cruel mothers-in-law and long-suffering daughters-in-law.
According to data provided by audience measurement firm TAM Media Research Pvt. Ltd, Hindi GECs garnered a viewership of 26% in January-July, just ahead of the 25.7% share of southern regional channels broadcast in four languages: Tamil, Telugu, Kannada and Malayalam.
Although the gap is extremely narrow, and may prove temporary, data show that this is the highest viewership share the Hindi general entertainment genre has seen in at least four years. Since 2006, its share has hovered around 22%.
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This isn’t a case of the Hindi GECs winning market share at the expense of southern regional channels, experts say. The launch of new channels such as Colors, NDTV Imagine and 9X, and the shift of content to include new programmes such as edgy reality shows may have at least partly attracted new audiences to the Hindi general entertainment genre.
Viacom Media 18 Pvt. Ltd’s channel Colors, just over a year old, has stirred up competition for the top three positions in the Hindi GEC space. Its most popular programme, Balika Vadhu, a serial on child marriage, broke through the dominance of the saas-bahu programmes that were the staple of all general entertainment channels. It is one of the top two shows in the Hindi GEC space.
To be sure, TAM Media Research’s own increased reach may have partly influenced the ratings. “TAM has increased the reach of its People Meter System, which may have led to the shift in the ratings,” said a Star TV spokesperson. “Therefore, we do not wish to comment on the specifics.”
The People Meter is a tool used to measure the viewing habits of television audiences.
Spokespersons for Colors couldn’t be contacted for comment.
R. Sreekandan Nair, vice-president (programmes), at Kerala-based broadcaster Asianet, says Hindi channels wouldn’t be able to dent the viewership of regional channels in southern India.
“The penetration of cable and satellite channels in south India is unbelievable, compared with other regions in India,” he said. “Therefore, we are expecting further growth for the regional channel in south Indian market.”
Interestingly, among the top 100 programmes beamed to households in the southern states of Kerala, Tamil Nadu, Karnataka and Andhra Pradesh, only Star Plus’ Yeh Rishta Kya Kehlata Hai, a serial based on the concept of arranged marriage, makes the cut.
Sun TV, Gemini TV and Zee Telugu dominated the ratings in the south.