Star One's 'TGILC' in top 50; beats Sony's 'CID'

MUMBAI: Star India's urban upscale channel Star One seems to be finally making its mark on the ratings charts.

The Great Indian Laughter Challenge, the channel's recently launched reality hunt for the nation's best comic talent, is now in the TAM Top 50 (Week 28 ending 9 July). In doing so it has beaten back Sony's CID and Zee's long running and now modified Sa Re Ga Ma Pa Challenge 2005 which are both Friday shows positioned in the same slot.

 

TGILC has been consistently showing growth since its launch on 3 June. In the latest ratings, the show has made it to the 34th slot recording a 5.23 TVR in the CS 4+ Hindi speaking markets ahead of Sony's CID and Crime Patrol which clocked 3.45 and 2.85 TVRs respectively.

TGILC debuted with a launch rating of 2.3 TVR, and in the sixth week of its run has managed to rope in 8.4 million viewers, Star executives assert.

Speaking to Indiantelevision.com, Star India senior vice president marketing and communication Ajay Vidyasagar says, "The idea for the (talent hunt) show came to us when we saw that The Great Indian Comedy Show was doing well from Mondays to Thursdays. With the concept in mind we also roped in the humour icons Navjot Sindhu and Shekhar Suman. The results have however superseded our expectations. With this week's ratings TGILC has risen to be the number one show on Fridays at the 10 pm slot. Also, well made comedies have always had a place of their own despite the dominance of soaps on Indian television."

If one tracks the performance of TGILC for the last four weeks vis-?-vis Sony's CID & Crime Patrol and Zee's Sa Re Ga Ma Pa Challenge 2005, very clearly TGILC's success can be attributed to it eating into Sony's audiences while Zee remains unaffected.

Adds Vidyasagar, "Drama leads the pack, with reality shows following. Although TGILC is a comedy show that is poised to hit the big league. On the back of TGILC, Instant Khichdi, Sarabahai Vs Sarabhai and Bluff Master are also showing increased ratings. The show in fact has not only brought in eyeballs from competition but has also managed to cut across geographies and bring in new audiences to the Friday 10 pm slot."

If one looks at Hindi speaking regions across, Star One scored most in the Punjab, Haryana, Chandigargh belt 1 million + followed by MP (1 mn +) and then Maharashtra.

 TGILC is one of the most heavily promoted shows on Star One. The launch phase saw a two week focussed campaign with spends according to industry estimates pegged between Rs 7-7.5 million with about 1500-2000 GRPS being burnt for the launch campaign.

According to data provided by TAM, overall channel shares for Star One has also been on a climb week on week.

 

The advertisers on the show are as follows -

    Clinic All Clear

    Maruti (Alto)

    D'damas

    VIP frenchie

    Zandu Pharma

    Parry's(Butterscotch)

One of the advertisers who requested anonymity says, "I think it has paid off well for us. It's done better that we expected it to do both in terms of the quality of programme and branding. In all a good investment because it is an economical buy."

Maxwell marketing manager Anthony Fernandes seems more muted,"In terms of mileage, currently one can only judge it by the kind of buzz it has made. The sponsorship has not come in cheap, so whether it was a good buy or not is yet to be known.

On the other hand Maruti's media manager Shaswati Saradar

is more upbeat, "It was a high risk property that we took on; so in terms of that mindset the return on risk is high. We did not expect it do so well. TGILC's performance can also be attributed to what Indian television currently has to offer. This show comes as a respite from the routine women fare. Most definitely a good buy."

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