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GEC 2011 – Facts beyond Fiction-Ormax Media co-founder and CEO Shailesh Kapoor
Over the last two years, since the launch of Colors in 2008, we have come to expect a very dynamic and unpredictable Hindi GEC environment. The year 2010 was no different. Star Plus showed a resurgence in the first half of the year, backed by two successful new launches – Pratigya and Sasural Genda Phool. In the last quarter, Sony‘s rise to the no. 3 position was the big story. KBC, followed by Jhalak Dikhhla Jaa, helped Sony inch ahead of Zee TV in what continues to be a see-saw battle. Also helping Sony‘s cause have been its new fiction properties – Saas Bina Sasural and Krishnaben Khakhrawala – and the fact that most of Zee TV‘s fiction launches in 2010 were non-starters, given the expectations set by the channel‘s strong pedigree in fiction content over the last few years.
But for me, the big story of 2010 was the rise of non-fiction. Amidst scepticism, KBC returned on the small screen, with a revamped format, the original host, and a new channel. The program‘s consistent deliveries in a tough weekdays 9pm slot surprised many cynics who thought Sony was flogging a dead horse. Bigg Boss too reached its best-ever performance, across four seasons. But what caught most by surprise was the incredible opening ratings of Jhalak Dikhhla Jaa on Sony. Truly, the fiction vs. non-fiction divide is not the way we have known it till 2009. It is far more balanced today. The table below illustrates this point using data from our product Characters India Loves (CIL). The percentage of respondents choosing non-fiction characters over fiction characters has improved consistently in the last year and a half.
| Month | Fiction Share % | Non-Fiction Share % |
|
Sep 2009
|
80
|
20
|
|
Dec 2009
|
74
|
26
|
|
March 2010
|
75
|
25
|
|
June 2010
|
64
|
36
|
|
Sep 2010
|
64
|
36
|
|
Dec 2010
|
62
|
38
|
| Each CIL study covers 2400+ respondents across six cities in 15-44 yrs. SEC ABC (70% females, 30% males) | ||
In a highly cluttered environment characterized by ever-decreasing loyalty levels, the role of marketing became ever so important. If a new non-fiction show did not generate enough buzz when it launched, it stood very little chance of resurgence. However, for fiction, the resurgence could come over weeks, as content evolved. Many fiction shows opened to good numbers but struggled to hold on, while many others showed consistent growth on the back of powerful content.
The table below lists the top 10 non-fiction and fiction launch marketing performances in 2010, as measured by Showbuzz, which tracks the UA (Unaided Awareness) and TA (Total Awareness) of new shows on television.
| Top 10 Non-fiction and Fiction Launches in 2010 (Showbuzz) | |||||
| Non-Fiction | Fiction | ||||
|
Show
|
UA | TA |
Show
|
UA | TA |
|
Bigg Boss 4
|
63 | 96 |
Gulaal
|
38 | 76 |
|
KBC
|
50 | 98 |
Tere Liye
|
35 | 87 |
|
Khatron Ke Khiladi 3
|
42 | 98 |
Ganga
|
34 | 89 |
|
DID Li‘l Masters
|
33 | 90 |
Kaali
|
30 | 75 |
|
Jhalak Dikhhla Jaa
|
31 | 92 |
Behenein
|
27 | 92 |
|
Indian Idol
|
30 | 94 |
Kaashi
|
24 | 71 |
|
Rahul Dulhania Le Jayega
|
25 | 92 |
Jamuniya
|
24 | 61 |
|
Masterchef India
|
19 | 75 |
Rishton Se Badi Pratha
|
21 | 79 |
|
National Bingo Night
|
18 | 78 |
Sasural Genda Phool
|
21 | 74 |
|
Zara Nachke Dikha
|
17 | 78 |
Chaand Chhupa Badal Mein
|
21 | 73 |
A lot rides on the first month and a half of 2011. Before the ICC World Cup and the IPL kicks in, Colors will look at making an impact within fiction in 9-10pm. If the channel has to give Star Plus a close fight for the top spot, Phulwa and Mukti Bandhan will have to necessarily deliver good numbers.
Sony has managed a steadily growing year, especially in the last four months. The channel seems set to become a consistent no. 3 in 2011, if its fiction content continues to get stronger, like it has in recent times.
But in all this, don‘t rule out the biggest story of 2010-11 – SAB TV. Breaking every notion of the GEC viewing, the family-inclusive de-stress channel has reached never-before numbers, within striking distance of Sony and Zee TV at times. The way the mood of the country is moving, it will be no surprise if SAB manages to grow further. Comedy, along with reality television, is where the next level of growth lies.
(Shailesh Kapoor is the Co-founder and CEO of Ormax Media, a company specializing in consumer research in the media and entertainment industry.)
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
