MUMBAI: DD-10 (Sahyadri) channel is giving the private broadcasters a run for their money as Marathi programmes are creating a revolution of their own. In the TAM ratings dated 12-18 January 2003, statistics reveal that Sahyadri has excelled in Mumbai as well as in Maharashtra. More than 50 per cent of the Top 60 programmes watched by Maharashtrian households belong to Sahyadri channel. The Top 60 list also includes other general entertainment Hindi channels and English channels.

DD-10 Sahyadri dons the mantle of being a public service broadcaster but has done a fairly good job of mixing commercial elements with interactive and informative news/views programmes.

DD-10 Sahyadri channel has a fair mix of soap operas, interactive programmes, news and views based content: Bandhini, Damini, Gharkul are the top soaps; Chitrahaar and Antakshari are the music based programmes; Ghatna Chakra and Mahacharcha deal with issues and current affairs by inviting viewer feedback (dial in and dial out); Hello Sakhi and Hello Doctor are interactive shows. Hello Sakhi, an interactive Marathi serial on DD-10 Sahyadri gets a large number of calls from woman viewers.

DD-10 Sahyadri is a major revenue spinner for Prasar Bharati Mumbai and its programmes are getting substantial advertising support.

Channel penetration - percentage weekly cumulative reach in Mumbai and rest of Maharashtra (source Tam India)

"In Mumbai, the average weekly time spent on DD-10 Sahyadri is 61 minutes as compared to 32 minutes (Zee Alpha) and 20 minutes (ETV Marathi). In rest of Maharashtra, the average weekly time spent on DD-10 Sahyadri is 181 minutes as compared to 16 minutes (Zee Alpha) and 12 minutes (ETV Marathi). In fact, the weekly audience shares for Sahyadri are 6 per cent in Mumbai and 21 per cent for Maharashtra," adds DD's Sharma.

Consider the following statistics:

All homes 4 years plus

Tam India 12-18 January 2003

Tam India 12-18 January 2003

All India NCS 4 years plus

Tam India 12-18 January 2003

" Programmes such as Sunday feature film, Saturday feature film and Laurel and Hardy (Marathi dubbed) contribute to a major chunk of the revenues," says Universal Communications Padmakar Nandekar who markets several programmes on DD.

The programmes marketed by Nandekar include the feature films on Saturday and Sunday and the dubbed Laurel Hardy show on Sunday.

"Cable operators in places such as Ahmednagar, Nasik, Nagpur don't offer the consumer much choice as they realise that the consumer will not pay the bouquet charges for receiving C&S offerings. Since DD-10 Sahyadri is free to air, they prefer to place it on the prime band," says Nandekar.

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