Though the general perception is that IPL has dented the television ratings (TVRs) of serials, average TVR and time spent viewing is higher at GECs.
The Indian Premier League (IPL) may be grabbing a lot of eyeballs, but Hindi general entertainment channels are unperturbed. They believe their soaps are holding their own quite well against the tournament.
Though the general perception is that IPL has dented the television ratings (TVRs) of serials, a report by Star India states that viewership for Hindi GECs is not affected during the IPL season.
For instance, during the 130 hours of airing of Yeh Rishta Kya Kehlata Hai (YRKKH) on Star Plus in the last one year, the
average half-hour TVR was 6.1. Balika Vadhu on Colors and Pavitra Rishta on Zee TV had TVRs of 5.8 and 4.6, respectively. All these numbers are higher than the TVR of 4.3 for 190 hours of IPL last year and 4.8 for 47 hours of IPL 2010. “Top Hindi shows deliver 30% higher TVRs (than IPL),” said the report.
Akash Chawla, head, marketing, Zee TV, said one of the primary reasons for this is that during the last IPL Pavitra Rishta had the biggest high-point in its story. “We learned lessons from that, and that’s why you see storyline changes in our shows during this IPL.” He added that loyalty to fiction is always higher than to other genres.
According to the report, another statistic in Hindi GEC’s favour is the time spent viewing (TSV) during a half-hour. While the half-hour TSV for YRKKH and Balika is 16.9 and 16.4 minutes, that for Pavitra is 15.6 minutes. IPL 2010, in comparison, has a TSV of 14.9 minutes, higher than 14.6 for the previous two editions.
Moreover, while IPL managed to reach 89.5 million viewers during 190 hours last year, the three serials nearly matched the figure in just 130 hours. YRKKH, Balika and Pavitra reached 86.6 million, 88.3 million and 80.1 million viewers.
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