JitendraKumar
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MUMBAI: The Hindi general entertainment genre has a new entrant in &TV, from Zee Entertainment Enterprises Ltd (ZEEL). Having launched on 2 March with over 21 hours of original programming, the channel saw its first report card on Thursday.
It transpires that &TV has seen the best launch in the Hindi GEC space in recent times, with 90.6 GVM (gross television viewership in million) or 42 GRPs (gross rating points) coming in from a run of five and a half days (excluding Sunday and non-primetime of 2 March). While it got the seventh spot in the GEC hierarchy, the reach of the channel was at 25 per cent with a time spent per viewer of over 50 minutes.
Compared to other recent launches such as Zindagi, Sony Pal, and Epic, &TV’s viewership is almost three times the nearest competitor.
However, none of the aforementioned channels saw as big a launch as &TV. While there was ZEEL’s might behind the distribution and marketing for the channel, it had a mix of big-ticket reality show (Shah Rukh Khan-hosted ‘India Poochega…’), a fiction line-up consisting of a historical, a soap, a show based in rustic India, a comedy, and a wide library of blockbuster films.
Show-wise performance
If one looks at the show-wise performance, ‘Gangaa’ at 8.30 pm has rated best for the channel, followed by ‘Sabse Shaana Kaun’ (SSK) and ‘Bhabhiji Ghar Par hai’ at 9 pm and 10.30 pm respectively.
Meanwhile, weekend show ‘Killer Karaoke – Atka Toh Latkah’ (Sat–Sun, 9 pm) also clocked 1.0 TVM for the channel, while 10 pm show ‘Tujhse Naraaz Nahi Zindagi’ managed a 0.4 TVM.
The channel also got a big bump from airing films like ‘Happy New year’ (1.28 TVM), ‘Entertainment’ (0.78 TVM), ‘Ramiya Vastavaiya’ (0.58 TVM), ‘Phata Poster Nikla Hero’ (0.45 TVM), ‘Chennai Express’ (0.4 TVM), and the Hrithik Roshan-starrer ‘Agneepath’ (0.38 TVM). Collectively, the movie airings fetched the channel 10.3 GRPs.
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It transpires that &TV has seen the best launch in the Hindi GEC space in recent times, with 90.6 GVM (gross television viewership in million) or 42 GRPs (gross rating points) coming in from a run of five and a half days (excluding Sunday and non-primetime of 2 March). While it got the seventh spot in the GEC hierarchy, the reach of the channel was at 25 per cent with a time spent per viewer of over 50 minutes.
Compared to other recent launches such as Zindagi, Sony Pal, and Epic, &TV’s viewership is almost three times the nearest competitor.
However, none of the aforementioned channels saw as big a launch as &TV. While there was ZEEL’s might behind the distribution and marketing for the channel, it had a mix of big-ticket reality show (Shah Rukh Khan-hosted ‘India Poochega…’), a fiction line-up consisting of a historical, a soap, a show based in rustic India, a comedy, and a wide library of blockbuster films.
Show-wise performance
If one looks at the show-wise performance, ‘Gangaa’ at 8.30 pm has rated best for the channel, followed by ‘Sabse Shaana Kaun’ (SSK) and ‘Bhabhiji Ghar Par hai’ at 9 pm and 10.30 pm respectively.
Meanwhile, weekend show ‘Killer Karaoke – Atka Toh Latkah’ (Sat–Sun, 9 pm) also clocked 1.0 TVM for the channel, while 10 pm show ‘Tujhse Naraaz Nahi Zindagi’ managed a 0.4 TVM.
The channel also got a big bump from airing films like ‘Happy New year’ (1.28 TVM), ‘Entertainment’ (0.78 TVM), ‘Ramiya Vastavaiya’ (0.58 TVM), ‘Phata Poster Nikla Hero’ (0.45 TVM), ‘Chennai Express’ (0.4 TVM), and the Hrithik Roshan-starrer ‘Agneepath’ (0.38 TVM). Collectively, the movie airings fetched the channel 10.3 GRPs.
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