Television

Alpha Marathi rides on event based shows

MUMBAI: Not serials and not news. It is event based shows that is helping catapult Alpha Marathi, the regional offering from the Zee family, among the top watched channels in Maharashtra.

Combining ground events and public ceremonies into televised attractions, the channel is striking the right chord with Maharashtrian viewers, and now boasts GRPs of 174, ahead of ETV Marathi's GRP of 145 and DD10 Sahyadri's 108 (all day GRPs, all Maharashtra, for week ended 30 August) in the crucial TG of females 15 plus, SEC ABC. 

The channel's live coverage of the Janmashtami celebrations in the state as well as the Ganesh festival featured among the top 10 shows on Marathi channels, recently. The Alpha Mahakarandak, a one-act drama competition for colleges has spawned interest in the channel in various towns in Maharashtra. Also, the show Campus - a fair war, based on the drama festival figures in the top 10 shows for Marathi channels, pulling in TVRs of over four, a good score for a regional channel. 

Nivdak Pu La, an old show telecast on Doordarshan a decade ago, topped the ratings stakes some weeks ago for Alpha with a TVR of 4.12. Although business head Nitin Vaidya is loath to admit as much, Alpha Marathi's viewership in some timebands is behind only that of Star Plus and Sony in Maharashtra, and ahead of flagship channel Zee TV.

The rising popularity of shows like Nakshatranche Dene (poetry reading sessions attended by celebrities), soaps like Wadalvaat and Avantika and the regional news capsules has Alpha Marathi delivering 51 per cent viewership from SEC A and B, says a beaming Vaidya, quoting TAM statistics. The return of Zee to TAM data could not have come at a luckier time for Alpha, when the figures supplied by the rating agency help it to assert its status among the three contenders - DD's Sahyadri, ETV Marathi and Alpha itself. 

Vaidya now has his sights set on luring in the advertiser with some hard facts. Apart from planning a first time outdoor campaign in the state to build brand awareness, the channel is targeting media planners and ad agencies with statistics of huge citizen participation in its ground ventures which it says, translates into viewership. Retail advertising is flowing in to the channel, courtesy local businesses, which understand the pulse of the local viewer. 

While retail is equally important for the channel, it is the big business the channel is now targeting, bolstered as it is with a solid viewer base and TAM figures. While Mumbai and bigger cities continue to be Alpha Marathi's strongholds, the ground events are now an effort to penetrate into the smaller towns, where ETV remains a close second in C&S homes.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/rescue.jpg?itok=Eb-MYe92
Discovery chronicles the harrowing story and extraordinary rescue of the thai soccer team that is captivating the world in Operation thai cave rescue

From the moment the heartbreaking news broke that 12 young Thai soccer players and their 25-year-old coach were stuck in a cave complex near the Myanmar border

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/smurf.jpg?itok=OSPCDkdg
Zee Cinema to air the animated movie Smurfs - The Lost Village on Saturday, 21st July at 12pm

If you’ve watched The Smurfs and The Smurfs 2, you’re probably aware of the tiny blue creatures with white clothes and droopy hats living out their lives in blissful coexistence.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/tlc.jpg?itok=z2Et6wll
TLC to premiere Curvy Bride Boutique for plus size brides

TLC, India’s go to lifestyle channel, is all set to premiere the most popular and talked about UK based show Curvy Bride Boutique from 16th July at 10 PM.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/16/lallan.jpg?itok=FMCuiPWF
India’s leading New Age News Brand TheLallantop.com set to take Television by storm

New-age digital brand TheLallantop.com is about to take the television screens by storm.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/fifa.jpg?itok=yb4fcOy_
FIFA legal action against BeoutQ for WC piracy

MUMBAI: FIFA will be taking legal action against Saudi Arabia-based BeoutQ, a pirated TV service operating in the Middle East and North Africa (MENA), which continues its illegal piracy of 2018 FIFA World Cup broadcasts, according to an official statement, carried by the Saudi Press Agency (SPA)....

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/colors.jpg?itok=JUMddc-O
Viacom18 launches Colors Tamil HD in Singapore on Star Hub

After entering the Tamil GEC market, Viacom18, one of India’s largest entertainment conglomerates, has launched Colors Tamil HD on Star Hub, (channel no. 132) in Singapore.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/aparna.jpg?itok=4ouWUw2X
Zee Café, BBC Worldwide launch second season of premium British dramas

Zee Cafe has partnered with BBC Worldwide to once again entertain Indian audiences with premium British dramas.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/13/zee_0.jpg?itok=_b67Pd0P
Zee Tamil’s Sembaruthi completes 200 episodes!

Leading Tamil General Entertainment Channel (GEC) – Zee Tamil has been at the forefront of quality content across genres that caters to the diverse entertainment needs of Tamil audiences across the world.

Television TV Channels Regional
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/13/zee.jpg?itok=m6J6HJ9Z
Zee Telugu Announces World Television Premiere of Sai Pallavi and Naga Shaurya Starrer Kanam

Weekend plans just got better with Zee Telugu’s horror World Television Premiere, Kanam, to your home screens on Sunday! From the Abhinetri-famed director A L Vijay, Kanam is a supernatural tale which blends elements of revenge and horror to give the audiences a spine-chilling experience. The film...

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories