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 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
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
Red Heat
Star Plus, 9:40 pm
The Making of Devdas
MAX, 7:30 pm
MAX, 8 pm

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


Latest Reads
TV is story-teller's new novel; audience is Bharat, not India: Star's Banerjee

MUMBAI: Since five to six years, television has become the talking point. Th series such as 'Breaking Bad' to Transparent to Narcos to 'Game of Thrones' to 24, and now POW (Prisoners of Wars) has changed the experience of television viewing.

Television TV Channels GECs
Star World to air 1-5 of 'Homeland'

Star World and Star World HD is all geared up to air the pulse-pounding action series 'Homeland.' The show tackles geopolitical moral conundrums of our current world. It has recently unveiled the teaser for the upcoming season 6 shows how Carrie Mathison will circumvent around another international...

Television TV Channels English Entertainment
Share all World Cup, T-20 feeds with Prasar Bharati, rights holder told

The telecast of all official one-day and Twenty-20 matches played by the Indian Men’s Cricket Team will henceforth have to be shared by the rights holder with the public broadcaster Prasar Bharati under the Sports Broadcasting Signals (Mandatory Sharing with Prasar Bharati) Act 2007.

Television TV Channels Terrestrial
Saregama returns to film music acquisition with Pen pact

Saregama India has inked a two-movie deal with Pen Movies. With this agreement, Saregama has acquired the music rights of upcoming Bollywood releases of Pen which includes Kahaani 2 -- Durga Rani Singh, featuring Vidya Balan and Arjun Rampal.Kahaani 2 is slated for a release on 2 December.

Television TV Channels Music and Youth
Q2-17: Zeel numbers, PAT up on higher Ad and Subscription revenue

The Subhash Chandra led content and broadcast player Zee Entertainment Enterprises Limited (Zeel) reported a 23 per cent hike in consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year.

Television TV Channels GECs
Best Deal TV appoints Hari Trivedi as COO

MUMBAI: Best Deal TV has appointed Hari Trivedi as the chief operating officer with immediate effect. Based in Mumbai, Trivedi will be responsible for overall sales and marketing. He would also be initializing lowest price offers and deals on Best Deal TV.

Television TV Channels People
Disney announces successor of MD Siddharth Roy-Kapur

MUMBAI: Walt Disney International has announced the successor to its former managing director Siddharth Roy-Kapur. As a second stint with the organization, Mahesh Samat has made a comeback and will lead The Walt Disney Company India as the managing director. He will pursue his new responsibility...

Television TV Channels People
Life is more imaginative than fiction in a story like POW, says writer-director Gideon Raff

MUMBAI: Sometimes, coming back home after 17 years is not always a happy ending. "Prisoners of War" is the story of three Israeli soldiers, who were held captive for that many years following their kidnapping while on a secret mission with their unit.

Television TV Shows Thriller
IPL media rights bidding postponed sine die

MUMBAI: The BCCI has made it clear that the media rights auction cannot take place till the time it gets a concrete go-ahead and a formal approval from the Justice RM Lodha committee. Till the evening of 24 October (Monday), BCCI did not receive the okay from the committee which said, "it is in...

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories