Is the typical Hindi TV viewer finally ready for a change? If events in the mass-driven Hindi general entertainment channel or GEC space are any indication, it would seem the time is ripe for the 20 year leap in this soap opera. Hindi GECs get by far the biggest audiences and share of ad revenues in the world’s second largest TV market. They are the bellwethers of the Rs 660 billion Indian TV industry.
Over the last three years, however, Hindi GECs have lost a fifth of their share. From 28.5 per cent in 2015 the proportion of TV viewers
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