MUMBAI: In an era when Hindi and English GECs are favoured by the audiences, good times are seen to be rolling for Marathi channels as there has been a gradual increase in viewership for the genre in the past eight weeks. According to the Broadcast Audience Research Council (BARC) data, the Marathi GEC genre has grown by 145 per cent in viewership during the period thanks to substantial numbers in week 50 of 2017.
Marathi GEC genre has surprisingly turned out some of the most viewed channels in the television space during this time. In week 41 in 2015, the genre had registered 242 million impressions, whereas in week 50 of 2017, the viewership has grown by 145 per cent to touch 594 million Impressions.
The growth is driven by viewers in Maharashtra and Goa’s rural areas spread across 10-75 lakh towns. Of the total Marathi GEC genre, these states’ urban sector contributes to 57 per cent of viewership, while rural contributes to 43 per cent.
Rural viewership has grown by 203 per cent from 91 million impressions in week 41 of 2015 to 277 million impressions in week 50 of 2017, whereas there has been a growth of 156 per cent in the urban viewership.
Now the question arises, what worked in week 50 with Marathi GECs genre?
According to BARC data, Zee Marathi channel had a special event telecasted Zee Marathi Disha on Sunday which garnered 1609 impression (000s) sum, pulling up the slot by 30 per cent as compared to week 49.
Colors Marathi network had also aired a special event Shindeshahi Bana on Sunday which garnered 1.47 million impressions, thus improving the viewership by 27 per cent. Zee Yuva had a double premiere ofBoyz on Sunday which garnered 2.74 million impressions in total. The first airing pulled up the slot by six times whereas the second show pulled it up by 2.6 times as compared to week 49.
Star Pravah has been operating at a higher level post week 48 which is majorly because of the new show Nakalat Saare Ghadle launched in week 48 and the already existing show Goth.
The emergence of Marathi GECs genre in week 50 with a gradual boost in its viewership has left everyone surprised. The growth of the rural sector has added wings to the Marathi genre to fly high. Whether it sustains the momentum in the next week and year it highly awaited.
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