Women drive television viewership in India. Understanding their TV consumption patterns has become very important for broadcast executives, content creators, advertisers and researchers. So, how do women behave as TV consumers on weekdays? They are heavy consumers of fiction during the 7-10 pm slot, evident from the fact that general entertainment channels invest the most in these time zones on weekdays. In the afternoons, women are high on movies. News content is preferred by women during the early morning hours, according to an analysis by BARC. The female viewership for kids enjoys the highest share of pie in the early morning slot for both urban and rural India.

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