The Rupert Murdoch broadcaster quoted TAM figures for
weeks 39-42 (September-October) conducted across the
six Metros for all cable and satellite homes SEC ABC 15-34 for All
Day shares. During this time period the channel had a share of 37
per cent. Its arch-rival MTV had a share of 31 per cent followed by
B4U Music and Zee Music with shares of 15 and seven per cent respectively.
In fact last week Channel [V] claims to have had nine out of the top
10 shows. So it is not just Popstars II that is doing well. For the
age group 15-24 its average share was 0.9 per cent. MTV followed with
0.8 per cent. HBO had a share of 0.6 per cent.
The channel also claims to be creaming the competition in the morning.
In fact for the early morning time slot the channel has introduced
a unique concept Captain Fast Break. It ensures that ad breaks
do not last for longer than a minute, as people want to hear music
continuously at that time.
Channel [V] head honcho Amar Deb said, "When we launched Popstars
last year the ratings generated catapulted us into the reckoning.
This was like having Sachin Tendulkar open the batting order. The
follow up Popstars II saw 5.8 million viewers watch the opening
episode. In this manner we were able to attract viewers who normally
watch mainstream channels. However the rest of the line-up have
held their own. The shows that have received an excellent response
include [V] Goddess, which pays tribute to Bollywood's sultry
sirens, and [V] Panga, which features quirky dares."
"Our research shows that not only are we getting more
viewers on board but also the fact that they are staying with us
for greater periods of time. We constantly endeavour to embody the
trends and a free spirited identity that encompasses the youth of
today," Deb added.
Dwelling on the new shows on the anvil he said, "We will be
launching around eight to nine shows in a phased manner from December.
One of them is [V] On The Run. This will be a travel cum
reality show, which will give viewers a glimpse into different parts
of the country. In fact the style of the show will resemble the
Cameron Crowe Oscar winning film Almost Famous where a music
journalist hangs out with music bands.
"We will be having a contest around the show to find two youngsters
who will travel on the [V] bus. Another show Get Gorgeous will
see us launch new faces on a monthly basis ala Miss India. As far
as events are concerned we are looking at organising a concert featuring
an international artiste in January. We had earlier been involved
with the Elton John show."
Deb added that the channel has also become the preferred platform
for Bollywood movies. It has been involved with Darna Mana Hai
and Pritish Nandy Communications' Chameli. Now it is
working out a deal with Sanjay Gupta for the movie Plan.
On the advertising front he pointed that Coke flushed with the success
of [V] Popstars had also gotten involved with around six other properties.
Other sponsors that the broadcaster has managed to attract include
Samsung, Lakme and Nestle.
For Nestle it has the show Break Please which is sponsored
by Kit Kat. This examines what celebrities do in their spare time.
Another show is called Polo Solid Climax. This one spoofs
Bollywood by showing an alternate end to a film.
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