Television

Star on rebound in 9 pm slot, 14 % rise in slot share

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/04/30/Star%20Plus_0.jpg?itok=6Y87FePN

MUMBAI: The 9-10 pm slot in the Hindi entertainment space, traditionally defined as the peak of prime time, seems to be swinging back lead channel Star Plus' way.

Over the last month (Week 44 - 47) Star Plus seems to have consolidated its position in the 9 to10 pm band with its share for the slot having risen 14 per cent.

It is this band that Star Plus airs its hourly soaps Mondays through to Thursdays --- Des Mein Nikhla Hoga Chand (DMNHC), Kehta Hain Dil (KHD), Sanjivani and Saara Akash.

Flashing back, the 9-10 pm band on Star Plus had shown a decline in ratings which became a point of concern for the channel. Looking at ratings during the September-October period (Week 40-43) Plus' 9-10 pm saw DMNHC receive an average TVR of 7.7, KHD 10.1, Sanjivani 8.9 and Saara Aakash 8.2.

Des Mein Nikla Hoga Chand has shown an increase of 17 per cent in average TVR in the period week 44-47 compared to wk 40-43 with ratings moving from 7.7 to 9.1 TVR. Kehta Hai Dil has moved from 10.1 to 10.6 TVR and Saara Akash moving from 8.2 to 8.7 TVR. Sanjivini, has been the only show that has actually dipped from 8.9 to 8.5 in this band according to TAM data.

Speaking to Indiantelevision.com, Star India creative director Shailaja Kejriwal explains, "The 9-10 pm band was at various stages in the story line, and a little bit of fatigue was seen setting in. So, we altered and tweaked the storylines, some of which was planned and some a reaction to what the competition was doing."

In DMNHC, Pammi's death saw a lot of her loyalists flirting out of the serial, but the plan to bring back Pammi as Mahi always existed. With her coming back the ratings also spruced themselves, Kejriwal points out.

Kehta Hain Dil was going through a low, getting battered by competition at one point. "Jassi Jaissi Koi Nahin and Kkusum (on Sony) at one point did best on Tuesdays," says Kejriwal. To deal with this, the channel introduced a court room drama that added the much needed spice and brought back ratings.

Coming to Sanjivini, Kejriwal explains that they went the 'Savitri Satyavan' route with the hospital being held at a ransom and Rahul one of the doctors being kidnapped and DR Juhi fighting all odds and rescuing him.

Saara Akash, Kejriwal says has been going according to plan from the beginning. Although, this show has been positioned at the toughest slot (Thursdays) as both Kkusum and Jassi reach their weekly climax on this day. Also, now with Indian Idol being slotted at 9:30 pm, Saara Akash has held its own, Kejriwal opines.

Looking at revenue implications, Star India EVP ad sales Kevin Vaz says, "In between people were questioning our 9 pm band but its performance has proved that it is stable. In terms of advertisers, they seem to be worried about the split in viewership, but with the numbers back on track, you see a lot more brands coming back into the slot."

Interestingly, Sony, Star's main competitor seems to be on the downslide in the 9-10 pm band. Week 40-43 saw Kkusum at an average of 4.6 TVR and week 44-47 saw the show slip to 4 TVR. Jassi... on the other hand slipped from 4.1 to 3.3 TVR according to TAM data.

Media planners indiantelevision.com spoke offered differing opinions on Star's rise in the 9-10 band.

Lodestar media director Arpita Menon says, "Star has done fair amount of work in their 9-10 pm band. Sony has just started seeing the dip, and they are also looking to rejuvenate their serial. After seeing the resurgence of Star's 9-10 pm band, advertisers seem more open to include a larger component of their spend in this band. There has also been a rate hike, so that also has implications in the way we would structure our deals."

Starcom Worldwide general manager-Investment and new initiatives Manish Porwal offers, "Star's 9-10 pm drop can be definitely attributed to the weeklys not doing well, sagging storylines and the one-hour format. Although, after they have tweaked of storylines and focussed on this band, some amount of recovery can be seen. On the other hand the overall Star numbers have come down compared to what it was a year ago. Also, the increase in the band has not commensurate with the fall. Pre - Jassi..., the kind of command that Star had has not been recovered. "

Porwal also points out that currently Sony and Zee account for a sizable share, and their newer propoerties are also delivering. And although it is encouraging that Star has manages to gain back their audience, Sony and Zee have also to be watched out for.

Commenting on the fall on Sony, Porwal attributes this due to disturbances in the Jassi slotting. Another important point in note being that there has been an overall loss of audience in this time band across all general entertainment channels.

Mindshare's investment director Amol Dighe points out, "Some months back Star witnessed a dramatic drop in the 9-10 pm band. The drop being about 30-40 per cent, probably because of the one hour format, and Jassi being able to fragment viewers. With the relanch of DMNHC and some excitement introduced across all the shows, there has been some amount of corrective measures taken. Also, considering Star has a huge platform to promote its shows, it has been easier for them to regain lost audience. But, I don't believe the ratings will go up further and will consolidate here."

Talking about advertising implications Dighe explains that sometime back Star's 9 -10 pm band did witness a slack season, but having said that even with the drop their serials were doing relatively well. "Its definitely a positive sign."

Coming to Sony, Dighe says that Jassi.. has reached a saturation point, and it is a classic case of Sony wanting to milk the slot. He also emphasised that the makeover of Jassi has to come fast.

Overall, Star Plus today commands a 33 per cent share in the 9-10 pm (Monday - Thursday) slot.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/bb.jpg?itok=zY4XZsFs
Prepare for three months of fireworks as COLORS SUPER premieres Bigg Boss Kannada – Season 6

Television viewing has never been the same, since the introduction of reality programming kingpin

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/kaal.jpg?itok=UqtRUxIk
Star Bharat brings Kaal Bhairav Rahasya 2 with a new mystery

India has had age old history associated with myths legends folklore and one of the biggest myth has been that of the curses.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/cnbc.jpg?itok=EokyIsrZ
Industry Honchos Uday Kotak, Rajnish Kumar and Kalpana Morparia come together to identify the winners of IBLA 2019

CNBC-TV18’s most-awaited marquee property, The India Business Leaders Awards will be conducting a jury meet along with an informative and insightful panel discussion on Today at Trident BKC, Mumbai, 2:30 pm.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/news.jpg?itok=DMl2reiu
News18 India Unveils Two New Shows- “Ye Desh Hai Humara” and “Akhada”

Ahead of the upcoming assembly elections in 5 states including MP & Rajasthan and general elections next year

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/allu.jpg?itok=B2FEfPB4
Zee Telugu Announces World Television Premiere of Allu Arjun starrer Naa Peru Surya

Filling this weekend with patriotism, action and drama, Zee Telugu is here with a world television premiere movie of a young man discovering himself while finding the right balance between serving his country and overcoming the hurdles thrown at him due to the power struggles in place.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/10/btvi.jpg?itok=VtXL2F1Y
BTVI endeavors to increase financial literacy across India through Money Mantra

Business Television India (BTVI), India’s Premier English Business News Channel, introduces a multicity initiative - Money Mantra which is an effort to expand the financial awareness and literacy by bringing together, personal financial experts and mutual fund experts close to the common man and...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/tv.jpg?itok=_ddlDW6X
Rural markets drive Hindi GEC FTA channels

Hindi GECs or general entertainment channels draw some of the largest eyeballs across India. “My aim is to get that extra tear from the housewife’s eyes during primetime. I want to keep her riveted to my programmes, to my channel,” the head of a cluster of channels in South India once said.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/ajay.jpg?itok=yWbCSo3N
Sony Marathi banks on fiction to be market leader

Regional is the hot new space for broadcasters and they have taken big bets on vernacular languages to garner higher ratings. Sony Pictures Network India (SPNI), which already has its presence in the Bengali space, saw the potential in Marathi market and made a move to launch its channel on 19...

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/17/zeemedia.jpg?itok=4gQKyVW9
Zee Media gets permission for 4 regional news channels

After a long tenure of being strict in awarding channel licenses, the Ministry of Information and Broadcasting (MIB) has finally become lenient. In the month of September, eight new channels received licenses while none saw their licenses cancelled as on 30 September 2018.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories