Television

Sony had 'K3G', but channel loyalty fetches Star better ratings on 31 Dec: media buyers

MUMBAI: Sony may have managed a programming coup of sorts on the last day of 2002 by slotting Kabhi Khushi Kabhie Gham (K3G) at prime time, but it was Star Plus with its hotch potch of television artistes that walked away with better ratings.

Media planners agree that it was channel loyalty that fetched Star better ratings, although Sony had arguably the best programming available for those who stayed in on the evening of 31 December. TAM data just out reveals that Star Plus' Kasamm Se, a medley of entertainment that started at 11 pm, ranked 11 in the top 100 in C&S homes all India, raking in ratings of 6.58. Planners point out that while K3G drew in most viewers in the initial hour, Star weaned away some in the two hours before midnight. Cumulatively, the film, Sony's biggest acquisition after Lagaan this year, managed a TVR of 4.75, ranking 22nd in the top 100 in all India C&S homes. 

Lagaan, aired on the Sunday before Diwali, had incidentally, helped Sony climb into the top 10 with a TVR of 7.6, although it aired for a marathon five hours, from 7 pm till midnight. Mudra's Amit Ray however believes that Sony did reasonably well, going down only marginally after Star ate into its programme. He maintains that K3G was a good media buy despite Star's TVR triumph, as clients must have reckoned for an average TVR of 5 or 6 and got what they wanted. Analysing TVRs across cities, Ray points out that in places like Mumbai, Sony suffered only marginally after the Star show started by dipping from a TVR of 10.7 to 9.4 while Star climbed substantially from 4.5 to 13. A similar story is echoed in Delhi and the North, where viewers, tuned in to other channels including Sony, DD and regional channels moved to Star for a while. "Sony's loss, per se, however, was not significant," he points out. 

Agrees Madison's Punitha Arumugam, pointing out that it is one more example of the fact that Star has become the default channel for C&S audiences. Citing the example of Dil Chahta Hai, which raked in better ratings than Gadar (which had done vastly better than DCH in theatres across the country), Arumugam says it is the channel and not the show that has indicated the success of the yearender shows too. As regards the cost efficiency of the deals and whether media planners were happy at the returns from investing in Sony on 31 December, she says it also depended on how the deal was structured. "But", she concurs, "K3G was packaged phenomenally." The promos and the interstitials woven around the film should also have made clients happy, she points out. 

Both Arumugam and Ray agree that the ad clutter during K3G however was much higher, a fact that may have caused viewer migration to other channels in the minutes that led to the New Year. By contrast, the dubbed version of Titanic which aired on Star Gold raked in a TVR of 2.65, ranking 90th while Gadar, that aired on Zee Cinema, failed to figure in the top 100 at all.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/republic.jpg?itok=o0PjOXHF
HC rejects TV Today plea against publishing Republic TV's ratings

The high court on Thursday evening rejected TV Today's plea against Republic TV, channel sources told indiantelevision.com.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Guest-Coloum-Story.jpg?itok=a9rnMijr
GUEST COLUMN: Is The Current News Dumbing Us Down?

“Sonu Nigam Quits Twitter!!”flashed on my TV screen today morning. We obviously thought this was worthy of coverage at a national level, because the ‘breaking news’ kept playing in loop for a considerable period of time. 

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Republic-02-Story.jpg?itok=O83ztOyx
Republic TV continues to lead English News genre in week after debut

Republic TV claims to have cornered a viewership of 49 per cent for week 20 of 2017 (Saturday 13 May 2017 to Friday 19 May 2017) on its channel.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Vinit%20Thakkar.jpg?itok=aeaZjw86
Universal Music India promotes Vinit Thakkar as SVP

MUMBAI: Universal Music India has announced that Vinit Thakkar has been promoted to senior vice president, Universal Music India. Universal Music India is part of Universal Music Group, the world leader in music-based entertainment.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Poorna.jpg?itok=L8uHcmrS
Tata Elxsi VFX creates Mt. Everest's vastness for Bose’s 'Poorna'

MUMBAI: Tata Elxsi, a leading design company, has collaborated with filmmaker Rahul Bose, to provide world-class VFX for Poorna - a biographical adventure film based on Poorna Malavath, the youngest girl to climb Mount Everest at the age of 13 years 11 months.

Television Production House Post Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/Kannada%20TV.jpg?itok=s70TMaR4
Colors launches finite series on Kannada TV, love triangle blossomed on Bigg Boss

MUMBAI: Television experience in India is evolving at an exponential pace, so is the need for revolution in the offerings by entertainment providers. With the increasing appreciation of finite series on Indian television, viewers’ have developed an affinity towards the format, leading to a...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/25/indian%20football%20team.jpg?itok=WBBEFfZa
Star Sports to air Nat f'ball till Mar '18, Hotstar to live-stream international fixtures

MUMBAI: Star Sports is now prepared to telecast India team's games starting with a friendly match against Nepal on 6 June. All India Football Federation (AIFF) and Football Sports Development Limited (FSDL), its marketing partners, have shared the national football team’s yearly fixtures. The...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/np.jpg?itok=R_GCbjai
SPN India to feature in SPE growth in 2018

Sony Corp (Sony) had an investors’ day on 23 May 2017 pertaining to the results for its financial year ended 31 March 2017 (FY-17). It its investor presentation, the company has forecast 12.7 percent growth in revenue of its Sony Pictures Entertainment (SPE) group to $9,346 million for fiscal 2018...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/05/24/Republic-02-Story.jpg?itok=gEHc2QVe
Republic TV insists it's FTA, DTH platforms to charge subscribers for viewing?

Republic TV continues to make news even as it reports views and news. Touted as the country’s truly free-to-air (FTA) news channel, however, what is surprising is that some DTH platforms have put a price on the channel and started charging subscribers accordingly a little over a fortnight after...

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories