Television

'Indian Idol' shakes up TRP muster; rockets into third

MUMBAI: Its celebration time at the SET stable. The grand finale of Indian Idol not only became the talking point for the nation last week but also managed to deliver in terms of sheer numbers.

The "Season 1" signing off two-hour episode on 5 March achieved a 14.29 TVR (Hindi speaking markets C&S 4+), according to TAM data. Idol has emerged third in the pecking order just after perennial Number 1 Kyunki Saas Bhi Kabhi Bahu Thi and Kasauti Zindagi Kay. In the Top 10 ranking it was in sixth position (top four positions taken by Kyunki and number 5 by Kasauti).

 

On the popularity chart, Mumbai stole the show with the city recording a whopping 22.98 TVR (HSM C&S4+ ), followed closely by Delhi which recorded 15.91 TVR on 5 March and Kolkata 13.85 TVR.

The grand finale was watched by 15.4 million viewers in India, which has set a new record for the SET network. A grand total of 55 million votes were cast for Indian Idol eventually.

Speaking to Indiantelevision.com, SET business head Tarun Katial says, "Idols has ended the way it should have. The ratings have proved our faith in the format and in the show. It was a two hour long show on a Saturday night."

What the show did for the SET in terms of channel share is also significant. SET's prime time channel share was up 3 per cent from 24 per cent in the month of January to 27 per cent in February.

SET's market share eroded directly into Star Plus share, which went down to 60 per cent from 63 per cent.

 
 
 
 
Daypart: 9-11pm

9 January 2005 to 5 February 2005
Daypart: 9-11pm

6 February to 5 March 2005
Channel
Share %
Share %
Sony
24
27
Star Plus
63
60
Zee TV
8
9
SAB TV
2
2
Sahara One
3
2
     
Source: TAM Peoplemeter System

TG: CS 4+, All Days

Market: Hindi Speaking Markets

Also interesting is the fact that Zee TV's prime time channel share saw a 1 per cent rise in February from that in January.

Launched on October 28, 2004, Indian Idol debuted with a rating of 5.8 TVR growing each week. Indian Idol has grown Sony Entertainment Television's primetime viewership by nine per cent and expanded the general entertainment category by

seven per cent . In the core target audience of 15-34, women & men, SEC ABC (C&S), Indian Idol increased the channel prime time viewership by sixteen per cent.

Going forward, Idol is not yet pass? on the channel. The agenda ahead is first a special screening on the Indian Idol himself Abhijeet Sawant titled Abhijeet Ka Safar scheduled from 14-17 March which will encapsulate his whole journey to success.

Come 21-24 March and the channel will showcase Sawant's homecoming and the recording of his album.

The Idol concert will take place on 28 March. Post 28 March, the top cats of Indian Idol will then do special concerts across India which will be aired on the channel.

The Idol theme song (Pal...) will be repeatedly telecast on the channel to retain the popularity of the show and ensure top of mind recall.

Interestingly on the back of Idol, Jassi... managed a 10.9 TVR (HSM C&S 4+) for the Saturday special that was aired on 5 March.

Finally, the game is all about numbers and Idol has most definitely lived up to its expectation. How this property will be carried forward and milked is going to be definitely worth a watch.

The second leg of Indian Idol is slated to take off in the second half of the year.

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