MAM
Life OK and Zee TV biggest gainers in week 32
MUMBAI: In week 32 of TAM TV ratings, there seems to be a change in the scenario than the last week. Unlike last week, where Hindi GECs were on the winning side, this week most of the Hindi GECs lost its audiences. But that isn‘t the case with Life OK and Zee TV.
The newest entrant in the GEC genre, Life OK, has surpassed Sony and Sab this week and took the number four position. Life OK is the highest gainer as it added 74,067 TVTs marking its score to 315,728 TVTs (241,661). Zee TV was the second highest gainer and holds on its number three position adding 54,579 TVTs taking its tally to 424,270 TVTs (369,691).
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Life OK general manager Ajit Thakur
 “We had put together a plan where we were going to focus on the festive season (August to October) and the first hit has already happened. Good thing is that the ratings have gone up across all shows and not in any one particular programme. And I think this is the good chance to enter the festive season with confidence.” |
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On the other hand, Star Plus continues to be the leader and has maintained its stability as it reported 505,715 TVTs (509,558). Colors saw a drop of 20,867 TVTs marking 437,766 TVTs (458,633) but still managing its number two position.
Sony saw a fall in its TVTs when it lost 21,378 TVTs taking its tally to 300,573 TVTs (321,951). Sab was at number six position this week after it saw a fall of 24,185 TVTs taking its final score to 298,326 TVTs (322,511).
Coming back to the leader Star Plus, Diya aur Baati Hum proved to be the star yet again and maintained its stability as it rated 10,356 TVTs (10,393). Another prime time show, Yeh Rishta Kya Kehlata Hai saw a fall in its reach taking its score to 6,542 TVTs (6,799). Pyar Ka Dard Haifared well with 6,233 TVTs (6,141) and Saathiya registered 5,525 TVTs (5,815).
Colors‘ popular celebrity dance reality show Jhalak Dikhhla Jaa is on the winning side this week when it generated 5,299 TVTs (4,603) on Saturday and 4,503 TVTs (3,734) on Sunday. Long running fiction series Balika Vadhu witnessed a drop and scored 6,644 TVTs (7,340),Madhubala – Ek Ishq Ek Junoon rated 4,396 TVTs (4,884) and Uttaran scored 4,508 TVTs (4,626). The comedy show Comedy Nights with Kapil saw a huge rise in its viewership when it generated 6,831 TVTs (6,079). The new entrant on the channel Mrs Pammi Pyarelal witnessed a slight growth as it rated 1,766 TVTs (1,699).
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Zee TV‘s reality dance show DID Super Moms with its outstanding performances, rated 5,551 TVTs (4,956) on Saturday and 4,349 TVTs (4,491) on a Sunday. Its fictional offering Qubool Haisaw a drop when it rated 7,188 TVTs (7,250). Sapne Suhane Ladakpan Ke registered a slight fall taking its score to 4,332 TVTs (4,498). The historical show Jodha Akbar aired one hour special episode this week and observed a huge growth scoring 5,547 TVTs (3,659).
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Life OK‘s shows have recevied good viewership this week. It‘s top seriesMahadev rated 3,493 TVT (3,455). Do Dil Ek Jaan scored 1,783 TVTs (1,488), Savdhan India rated 2,867 TVTs (2,471), Shapath reported 3088 TVTs (2,477) and the new entrantGustakh Dil rated 1,884 TVT.
Fifth placed, Sony Entertainment Television‘s long running crime series CID rated 5,177 TVTs (5,144) and Crime Petrol saw a huge fall when it rated 3,859 TVT (4,347). On the other hand, Comedy Circus ke Ajoobe Mahabali witnessed a marginal dropdown with 2,816 TVTs (3,025). The channel‘s historical show Maharana Pratap managed to remain close to its last week‘s ratings, generating 3,139 TVT (3,281). Other fiction shows either held on to their viewership or dipped marginally during the week. Sony‘s Indian Idol Junior seems to lose its audiences as it reported 4,351 TVTs (5,391) on Saturday but notched up taking its score to 4,602 TVTs (3,840) on a Sunday.
Sixth placed, Sab‘s top chart fiction show Taarak Mehta Ka Ooltah Chashmah continues to be the channel leader with 7,032 TVTs (8,218). Chidiya Ghar managed to remain stable and scored 3,412 TVTs (3,433). Wah Wah Kya Baat Hai shed and rated 1,257 TVTs (1,856).Lapataganj saw a slight drop scoring 2,421 TVTs (2,508). Other fictional shows witnessed marginal rise and fall as well.
Sahara One continues to remain in the bottom scoring 32,326 TVTs (36,400).
In the movie channel‘s genre: Zee Cinema saw a slight rise, reporting 228,837 TVTs (215,299); Star Gold too saw an improvement to 219,247 TVTs (187,810) and Movies OK scored 122,304 TVTs (124,621). On the other hand, Max reported 232,253 TVT (312,088).
Let‘s wait and watch, how the channels fare in the coming week…
Note: Bihar 1mn+ has been added back into the universe as it has attained the requisite digital penetration as per the standards, and hence the TAM HSM Universe has expanded to 205.4 million.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
