In Week 14 of 2020 (April 4-10), Hindi general entertainment channels have recorded a growth of 26% over the pre-Covid period in HSM Urban markets on the back of the return of classics, revealed BARC India.
Hindi GECs attained all time high viewership with 4bn impressions since 2015 in HSM Urban markets in the latest week data.
Hindi GEC continues to be the largest genre In HSM markets. However, the gap between GEC and movies has reduced. The genre share of Hindi GEC in Week 14 stood at 29% followed by Hindi movies with 25% and Hindi news with 13%. In pre-Covid period, Hindi GEC had a genre share of 32% followed by Hindi movies with 21% and Hindi news with 6%.
According to BARC India, there was a 73% growth in the movie genre in Week 14 over the pre-Covid period between Week 2-4. The genre had grown by 77% in Week 13 and 56% in Week 12.
The growth of news channels slowed down further in Week 14 even though news viewership rose by 219% over the pre-Covid period between Week 2-4. The growth was 251% in Week 13 and 298% in Week 12.
Infotainment genre recorded a growth of 50% while Kids channels grew by 43%. Youth and Lifestyle grew by 52% and 30%, respectively.