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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