[V]'s 'Super Singer' simulcast strategy hits high ratings notes on Plus

MUMBAI: Channel [V]'s Super Singer, Star India's response to Sony's Indian Idol, which debuted on 2 December, has given reason enough for officials at India's lead network to smile. The simulcast strategy adopted by the network for the first episode of telecasting it on five channels across the bouquet has ensured wide sampling and high TRPs.

Super Singer pulled in 6.9 TVR in Hindi speaking markets C&S 4+ on Star Plus and 4.8 TVR in the all India C&S 4+ market according to TAM data, the show has made it to the 22nd slot on the charts. Attributing Super Singer's initial success to the simulcast, Channel [V] head honcho Amar Deb says, "The simulcast has ensured sampling at its best for the show. With 12.7 million tune-ins, the show has ensured to get in urban and youth vieweship through Star One and Channel [V], and the heartland viewership through Star Plus, Star Gold and Star Utsav."

Talking about reach figures, the show managed a reach of of 11,061 across five channels of which Star Plus contributed 9,286.

It is interesting to note here, that both of [V]'s earlier music talent hunts Pop Stars 1 and 2 followed the same strategy during their respective launches so as to ensure wider sampling.

In the music channels arena, Super Singer commanded more than 50 per cent of the eyeballs for the overall music channel viewership. Among its core audience, 5 metro C&S ABC 15-34 it dominated the slot with a 54 per cent share. Looking at Channel [V]'s figures, Sec ABC (15-34) 6 metros garnered 0.44 TVR and 0.5 TVR, excluding Chennai.

It's no doubt been one great kick start for Super Singer, with the show making optimum use of the Star platform. What now remains to be seen is if the show manages to sustain and capitalise on its initial sampling and surge [V]'s ratings considering its niche viewership.

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