Television

Better platform helped 'Jurassic Park' score over 'Devdas': media planners

MUMBAI: Is programming content more important than the platform? Does airing a movie slightly earlier than a much-promoted blockbuster on a rival channel make a difference? Does pester power reign supreme during vacation time as kids control the remote? These are the questions which come to the fore while analysing the reasons as to why Devdas on MAX lagged behind Jurassic Park in the ratings game. 

According to the TAM data for the week 18 (26 April to 2 May), the Hindi version of Steven Spielberg's Jurassic Park on Star Plus (7 pm onwards on Sunday, 27 April) got a TVR of 4.3 in the C&S homes 4 years plus and ranked at number 33 in the Top 100 list. On the other hand, Devdas shown on MAX (8 pm onwards on Sunday, 27 April) had a TVR of 3.7 and was ranked 42.



The indiantelevision.com team presents some viewpoints expressed by senior media professionals.

MediaCom director buying Harish Shriyan says: "Devdas did track a decent rating of 4.4 (average TVR in Hindi speaking markets) and done very well in Mumbai. Jurassic Park did well probably the movie started an hour before Devdas and also in a bigger platform. In fact, 35 per cent of viewership for Jurassic Park came from kids below 15 years."

"I don't think Devdas is not as good a film vis-a-vis Lagaan or K3G. It is definitely a good film but I guess Devdas may not be as entertaining as Lagaan or K3G. It is actually a shocker to know that markets like Delhi and Calcutta has not delivered good numbers inspite of the fact that Devdas is one of the biggest block busters," adds Shriyan.

MPG India and Euro RSCG executive director (South Asia) V Ramani says: "MAX is not always on a better frequency channel or priority amongst the cable operators. Once the World Cup got over, quite a few cable operators did shuttle the channel to one of the lower bands. So you started with some kind of a disadvantage to begin with. Several people we spoke to say that Devdas did not have the 'entertainment' appeal that people desire. I know of people who said 'rona dhona nahin dekhna hai' (don't want to watch tear-jerkers)."

Ramani adds: "Jurassic Park did well and beat Devdas right through till 9.40 pm when the film got over. In fact, Red Heat which started immediately after could not attract audiences like its predecessor and that is when Devdas started pulling in some late entrant watchers."

An analysis conducted by MPG India says that Jurassic Park had a TVR of 5.76 and a programme share of 32.74 in the TG: SEC ABC 15-24 (all adults) in north and west India. The corresponding figures for Devdas were 4.9 (TVR) and channel share of 25.39. The following are some statistics taken the from the MPG India analysis.   

ame of programme or film
Channel
Share of Star Plus when Jurassic Parkstarted
Share of Star Plus when Red Heat started
Share of MAX whenThe Making of Devdas started
Share of MAX when Devdasstarted
Jurassic Park
Star Plus, 7 pm
100
40
6
38
Red Heat
Star Plus, 9:40 pm
58
100
5
51
The Making of Devdas
MAX, 7:30 pm
44
27
100
83
Devdas
MAX, 8 pm
42
40
18
100

Source: MPG India analysis

Lodestar Media director Arpita Menon says: "On Devdas - I think it is the kind of movie which people probably preferred to watch on the big screen what with all 'star-studded' sarees and the jewellery. On a more serious note, it could be that people do not like expert comments and would like to watch the movie without it?"

The MPG India analysis reflects the latter's views as The Making of Devdas got a TVR of 0.52 in the TG: SEC ABC 15-24 (all adults) in north and west India.

WPP Media MindShare's Gowthaman Ragothaman says: "We believe connectivity of Star Plus over MAX played a key role. More importantly, Jurassic Park started half an hour earlier, hooking the audience."



It is important to note that two blockbusters of 2002 Lagaan and K3G were both shown on Sony Entertainment Television and not MAX. Both these movies performed well and delivered good ratings.

For detailed MPGIndia analysis click on:

MPGIndia analysis Jurassic Park vs Devdas

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