Television

'Saas Bahu aur Saazish' captures No. 1 slot in afternoon band

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MUMBAI: Star News' recently launched show Saas Bahu aur Saazish has gained immense popularity with the viewers and has figured as the No. 1 show in the 2.30 pm time-slot, according to Tam ratings.

This unique show targeted at housewives captures all the excitement and news of popular serials across channels and the tele-world. It not only looks at the twists and turns of the 'Kyunki kahanis' or what Jassi could be up to next but also delves into the lives of television celebrities.

Commenting on the popularity of Saas Bahu aur Saazish, Star News brand director Keertan Adyanthaya said, "The show’s soaring popularity is testimony to our effort at introducing innovation in programming. And this has helped us expand our viewer ship base by brining in traditionally non-news viewing audiences into our fold."

Saas Bahu aur Saazish has propelled the channel share of Star News in its time-slot, recording a whopping 90 per cent growth from 0.6 (week 36 – 41 average) to 1.1 (week 42-47 average) in the C&S 15+ HSM category. Saas Bahu aur Saazish now leads in the 2.30 pm slot with a market share of 27 per cent (week- 44 - 47 average, C&S, 15+, HSM), ahead of its nearest competitor Aaj Tak (20 per cent). In the C&S 15+ Female, HSM category Saas Bahu aur Saazish is further ahead at 32 per cent with Aaj Tak coming in second at 20 per cent.

A look at the pre-launch and post launch six week average channel shares amongst the 15+, Female, HSM category shows Star News' share has gone up from 0.4 (week 36 – 41 average) to around 1.2 (week 42-47 average) in that time slot, which is a whopping 200 per cent growth, way ahead of its nearest competitor. This displays how the new offering has been successful in bringing traditionally non-news viewing audiences into its fold.

Saas Bahu aur Saazish telecasts at 2.30 p.m. from Monday to Friday with repeats at 6.30 p.m. (Monday to Friday) and at 11.30 a.m. (Tuesday to Saturday).

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