Television

Will 'Kasautii' oust top 'K' shows from ad buyers' lists?

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/09/18/Untitled-1_27.jpg?itok=OTHd6_wf

MUMBAI: It is boom time for ad buyers and media planners who had earlier opted for the current surprise toppers on Star Plus.



For the third week in a row, neither Kyunkii... nor Kahaani... figure in the top slots, quite unlike their previous records. In the week 25 May to 31 May 2003, Kasautii Zindagii Kay was the number one show in C&S households with a TRP of 10.4, according to TAM.



While media buyers who initially opted for these surprise hits thanks to clients' financial constraints are now rubbing their hands in glee, the ones that opted for the top 'K' shows are bound to expect some rebate.



Although from the same production house- Balaji Telefilms, Kasautii - which has now consolidated its position in the numbers game, hasn't been top on the list of media buyers till now. Neither have the current number two and three, Aruna Irani's Des Mein Niklla Hoga Chand with a TRP of 9.4 nor UTV's Kehta Hai Dil with a TRP of 8.9. With both Kyunkii... and Kahaani... ousted from the top position, the scene however seems to be changing.



Although the top shows might have changed, it has been an inter-juggling for the channel - Star Plus. Like in past weeks, the channel continued its dominance in the TRP charts, with its shows bagging 48 out of 50 top programmes in the C& S households in the ratings just out.



Surprisingly, the most common reason for a rise in the TRP figures - a sudden dramatic twist or a new character does not seem to be the case here. Both, Kasautii..... and Des..., claim to have risen to the spot gradually. According to Kasautii Zindagi Kay's creative director Nivedita: "Kasautii... is a clean fuss free, linear love story with good characterisation aka Prerna-Anurag and now Bajaj. While we do have parallel tracks, they don't take your focus off the main protagonists unlike other soaps, which fluctuate between tracks." But she does admit that the rise in the last few weeks is because the audience is getting to know the better side of Bajaj, who was hitherto a grey character.



Even Aruna Irani refuses to have introduced a twist-in-the-tale just to get the TRPs. "If I had an ace up my sleeve, I would have used it long ago. While the initial weeks might have been disappointing, the show began climbing the popularity charts ever since it registered with viewers. Des.... that claimed the most eyeballs in the previous week (for the week 5 May to 10 May 2003) had tried to experiment with the 'Mihir' trick (read claimed dead and brought back to life ) but Irani dismisses it as simply a coincidence. It is the simplicity of the track, a single central story besides strong characterisation of the 'other' characters that had help it bag the place, she maintains.



Media planners, meanwhile, have adopted a wait and watch stance. According to Optimum Media Solutions media controller Kunal Jamuar: "For any trend to be recognised as substantial, we would look at a four week period, hence no change in plans for now. However, there is no doubt that there is a decline in the two K's. We had taken the second rung serials, which are now topping the charts in our campaign earlier. Hence, the rate freeze ensures that we do not pay a higher price for the new chart toppers."



He also offers that Star Plus is unlikely to change the 'K' rate so fast as it would be tantamount to admitting that their premiere serials are no longer the number one now. But now since someone else deserves that price, he anticipates that there should be a reciprocal drop in rates for the two 'K's.



MediaCom planning director Mamatha Morvankar voiced the same opinion. "We are at the end of our deal consumption on Star Plus and hence are not reacting to these changes. However, Kyunki and Kahaani are becoming too expensive. They have hiked their prices after we began the deal, so clients are re-negotiating the rates on these programmes. However, if Star Plus does not change its FPC before CAS, we can expect the 9-10 pm programmes (Mon-Thurs) to be priced higher than 10-11pm for the new deals to be started from 1 July."



MediaCom media director (buying and planning) Harish Shriyans seconds the opinion. "If a programme is slipping in terms of "GRP", there is another which is doing better and shall make up the loss. For existing clients where you already have a deal, there is no question of paying higher rate, however, for a new advertiser/deal, I guess the channel will definitely try and get better pricing," he said.



Meanwhile, Balaji creative head Ektaa Kapoor is not about to just let things drift as far as the two 'K's are concerned. In an interview yesterday to the Indian Express, Kapoor claims to have spruced the Kahaani... track and says that the results should be seen in the coming weeks.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/BIG-Magic_Akbar_Logo.jpg?itok=WhRLhaGi
Big Magic to air 'Akbar' from 20 Feb

MUMBAI: BIG Magic, a variety general entertainment channel, adds yet another unique offering to its bouquet of shows with the launch of a first-of-its-kind historic drama, ‘Akbar’.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/IPL-2017%20%281%29_0.jpg?itok=6bGpZAhN
IPL 2017 auction: Ben Stokes, Tymal Mills top overseas buys, Karn Sharma biggest Indian buy

England’s all rounder Ben Stokes at Rs. 145 million (RPS) followed by compatriot Tymal Mills at Rs. 120 million (RCB) were amongst the top foreign buys, while Indians player Karn Sharma was picked by MI for Rs. 35 million at the Indian Premier League (IPL) 2017 auction that began in Bengaluru...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/Big-Little-Lies%20%281%29.jpg?itok=T6WzQH0j
Star World Premiere HD set to air 'Big Little Lies'

Star World Premiere HD is now all set to premiere one of the most awaited series of the year –Big Little Lies on 21 February at 10 pm.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/Vikas-Handu%20%281%29.jpg?itok=bzbhX7if
Vikas Handu joins India TV as VP digital strategy

Vikas Handu has joined India TV as a vice president, Digital Strategy. Prior to this he had been heading product and technology at The Indian Express group. He will report to Ritu Dhawan, MD and CEO, India TV.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/20/Living-Foodz%20%281%29.jpg?itok=YoEyleUL
Living Foodz partners with 'All Things Nice' for the 5th Edition of 'Celebrating India's Finest'

All Things Nice hosted the 5th edition of ‘Celebrating India’s Finest’ to recognize the winners of the ‘Indian Wine Consumer’s Choice Awards’, 2017, in association with lifestyle partner Living Foodz. The premium lifestyle channel is set to bring this unique experience to it’s viewers for the first...

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/19/pepsi-ipl%20%281%29.jpg?itok=xgcsPsUr
IPL: BCCI interim admin issues directions on player auction

BCCI's Committee of Administrators (CoA) on Sunday issued the following directions in respect of the upcoming IPL Player Auctions to be held in Bengaluru on 20th February 2017:

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/19/raj-nayak.jpg?itok=D-QNNKzN
BT Media distributing Colors HD to Sky UK subs

BT Media & Broadcast, the global media services business of BT last Friday evening announced its association with Viacom18, one of India’s fastest growing entertainment network, to bring its flagship Hindi general entertainment channel, Colors, to Sky TV subscribers in the UK in High...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/india-tv%20%281%29.jpg?itok=HWCANXFr
India TV rules Hindi News, ABP dominates Hindi Rural

India TV toppled Aaj Tak in the Hindi News genre taking the number one position. In this week’s data, India News gave way to News18 to feature in the top five channels list.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/17/vivo%20%281%29.jpg?itok=-DHigbci
Sony Six to telecast IPL player auction live

The sports cluster of Sony Pictures Networks India (SPN) is all geared up to broadcast the Vivo IPL 2017 player auction live and exclusive. The auction will be aired from Bangalore on 20 February 9 am onwards on Sony Six SD and Sony Six HD channels.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories