button googleplaybutton appstorebutton blackberry




General news

Fall in TV audience for Hindi entertainment as English channels thrive

The share of the Hindi general entertainment channel (GEC) genre has suffered a 6.5% decline in the past year, while the popularity of English channels has soared in India – according to a new TAM report.

Traditionally, the top performing markets for the Hindi GEC genre were Delhi, Maharashtra, Uttar Pradesh and Gujarat, though the metro areas have seen a slight fall in audience share due to an increasing fragmentation of TV audiences.

Gross rating points in English entertainment, however, witnessed almost 50% growth in 2011, with reach and time spent viewing the channels adding to the success. Increased digital penetration in the metros over the past year has also delivered more English language channels to viewers.

TAM's new Impatient Generation report, says Hindi one hour special fiction episodes, aired in weekend prime time slots, have shown consistent growth over the past twelve months. In addition, the viewing share of Hindi television news increased by 10% in 2011, after registering a fall in 2010.

The number of unique showings of Hindi movies on television, however, declined by 10% during the year.

Increased fragmentation in the broadcasting market when compared to the days where public broadcaster Doordarshan commanded huge audiences for its epic dramas is key to the latest figures, says TAM.

"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 mediums, that are able to cater to the differing tastes and preferences simultaneously," said L V Krishnan, chief executive, TAM.

The report says Indian's viewing behaviour increasingly differs across a spectrum of gender, age, geography, and social mores and cultures.

Children's television witnessed an 18% growth in market share, with 14 channels now making up this genre in India.

An 18% rise in the sports content on Indian TV during 2011 led to 200 million unique viewers during the year. Over 50% of the viewed sports events was live coverage. Advertising volume grew 35% in 2011, with cricket accounting for 70% of this.

Post your comments

    Most read news

    • Last 7 days
    • Last 30 days
    • Always
    Indian direct to home (DTH) satellite TV operator Videocon d2h is adding Zee TV's high definition (HD) entertainment channel to its...
    Subhash Chandra, the chairman of Dish TV's parent company Essel Group, is looking to work with UAE authorities to stop residents...
    India's Information and Broadcasting ministry has asked the Telecom Regulatory Authority of India (TRAI) to come up with measures to...
    Pay-TV channels are to be added to Arasu Cable TV’s free to air package, which was re-launched by Tamil Nadu Government earlier this...
    A device to inject new life into the tablet industry in India has been launched by the Indian government at a subsidised price of just...
    India's 9X Media is to launch a new 24 hour Marathi music channel called 9X Jhakaas on 31 October, in what is set to be the first of...