Not just nostalgia: Why legacy characters are dominating HGECs

Despite not featuring in the show since 2017, Daya (Taarak Mehta Ka Ooltah Chashmah) continues to enjoy immense popularity among Hindi GEC audiences. Her enduring success highlights a category trend

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Breaking barriers: Hindi GEC women are no longer housewives!

A staggering 80% popularity share of Hindi GEC female characters is now held by working women, up from less than 20% till 2020. Here's an analysis of this radical and progressive shift

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The age of Inertia TV

Qualitative and quantitative data suggests that even as appointment viewing is on a decline, inertia to watch new content and genres is shaping Indian television's future decisively

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Where are the mothers?

Popularity share of HGEC female protagonists in the highly-relatable motherhood life-stage has declined significantly over the last six years. But there's more to it than meets the eye

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Taarak Mehta Ka Ooltah Chashmah: Turning crisis into opportunity

Despite filming restrictions, and on-air absence of lead character Jethalal for two weeks, the show strengthened its viewership in May 2021 because of effective content innovation

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Collectively speaking: The secret formula behind Hindi GEC hits

An analysis of 1,400 scenes unearths a crucial difference in episodic screenplays of hit vs. flop Hindi GEC fiction shows

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The character factor: From enduring hits to instant hits

An analysis of 53 top-performing characters over the last 12 years reveals that the lifespan of popular Hindi GEC characters has seen a significant drop

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Show me the buzz: Awareness concerns for Hindi GECs

2013 and 2016 saw dramatic drop in average Unaided Awareness (UA) levels of top Hindi GEC shows in their week of launch, highlighting a larger category concern

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