Television

India TV's channel share gains 'shakti' with sting ops

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/03/30/india-tv.jpg?itok=n_45Rz81

NEW DELHI/MUMBAI: The much maligned --- or the much massaged, depending on how one views it --- Casting Couch has claimed another victim: the competitors of India TV, which, itself, has been served with a government show-cause notice for airing indecent material.

However, the issue of the Casting Couch that had the nation frothing at the mouth for the last 15 days or so --- it even compelled Time magazine to devote one full page to the matter in a recent edition --- had the audiences glued to the TV sets most part of 13 Marc

According to the latest Tam data, India TV's couch stung the competition and upped its own ratings. The numbers for Sunday, 13 March, in the C&S 15+ Hindi speaking market, released by Tam late Saturday, show India TV stacked right at the top of the heap with a never-before channel share of 22.4 per cent.

Next in the pecking order for Sunday were Aaj Tak (20.2 per cent), NDTV India (18 per cent), Star News (14 per cent) and Zee News (13.4 per cent) with Sahara and DD News at 6.2 and 5.9 per cent, respectively.

The Week 12 channel shares definitely represent a gain for India TV of around 200 per cent from 7.5 per cent on the Sunday of Week 11. A major part of the gain rides on the back of market leader Aaj Tak, which dropped to 20.2 on 13 March from 30.1 per cent on the Sunday in Week 11.

An elated Rajat Sharma, chairman of India TV, told Indiantelevision.com, "The ratings do indicate that our sting operations cornered viewership and that's heartening."

When pointed out that India TV was attempting cheap gimmicks to up its average ratings, Sharma shot back, "We have done other sting operations too relating to making of synthetic milk, pilferage of gas from cylinders for domestic use and manufacturing of 'fake' goods, but people don't talk about it. Yes, the casting couch definitely created a buzz for India TV and this shows that there is place for good and different content in the news genre."

It isn't just a Sunday phenomena. A significant change is evident in the figures for the entire week too. Tam channel share figures for the C&S 15+ Hindi news market shows India TV, at 11.5 per cent in Week 12, witnessed a sharp rise from 6.7 per cent in Week 11. This gain in weekly average brings India TV close to Zee News (15.3 per cent) and Star News (17 per cent), and narrows the gap with Aaj Tak (22.9 per cent) and NDTV India (19.8 per cent).

What does competition have to say on the issue? A spokesperson for TV Today Network,managers of Aaj Tak, while admitting that India TV has gained on the back of sex-related sting operations, questioned the latter's ability to sustain the performance as "continued good ratings are not event led."

"In this business, everybody knows the name of the game is sustainability. How would India TV sustain these ratings, especially when the government has cautioned the channel not to air any such material in future?" the spokesperson quipped, adding that Aaj Tak's hallmark is consistency that has been drawing viewers to it continuously over the years resulting in market leadership.

Attempts made to elicit responses from Zee News and Star News proved futile as the spokespersons concerned of the two news channels were not available for comments.

Sharma, when further pointed out that competition feels such ratings are one-off types, quipped, "I'd be very happy if other channels keep on thinking such ratings are aberrations and are event based. At India TV, it gives us that much more time to prepare ourselves for the onslaught."

In the 1 million+ market, India TV's channel share increased to 13 per cent, within hitting range of Zee News (16 per cent), Star News (18 per cent) and NDTV India (18 per cent). In this market, Aaj Tak leads with 22 per cent and Sahara Samay and DD are at six and seven per cent, respectively.

Sharma points out that similar programmes, highlighting the pathetic deeds of swamis in Swaminarayan temples or political leaders being fed with sexual favours by mafias and contractors have, evoked several thousand emails, SMSs and letters.

"It isn't just stings. Look at the 36 per cent share we have one day before the Shakti Kapoor story," he argues, showing channel shares on 12 March between 9 pm and 9:30 pm, when the Sharma-anchored Aap Ki Adalat with Swami Ramdev is ahead of Aaj Tak, Star News, NDTV and Zee News.

For trivia's sake, here is some more data, culled from Tam:

India TV shares more than doubled in the Shakti Kapoor week across TGs.

India TV accounted 11-12 per cent of the news genre pie in March third week.

Shakti Kapoor episode more popular than Aman Verma baiting.

Audience time spent on the channel is constantly increasing, especially in the prime time.

On an average, 20 per cent more of the rival channel viewers watched India TV.

India's Most Wanted on India TV gained more than Aap Ki Adalat.

For good or bad, Bollywood's infamous Casting Couch, after the sting operations, drew detailed stories in The Times (UK), Time magazine, BBC and Voice of America, not to mention dozens of talk shows on other news channels like CNBC TV18, NDTV, Zee and Star News.

And, what does India TV plan to do next? Obviously serve the dessert for the viewers after the appetising meal, which comes in the form of a first-person interview with Ruchi this week. Ruchi, incidentally, is the reporter who posed as an aspiring actress and lured Kapoor and Verma to uncover the known-but-not-talked-about under-belly of the entertainment industry.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/DD-800x800.jpg?itok=PriYkDkh
Sponsored serials: Doordarshan issues new invite for eight genres

Doordarshan has invited fresh entries under the sponsored category for the mid prime time band in eight different categories.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/Smriti-Irani.jpg?itok=mgydNZ1A
Doordarshan sourcing agencies' pre-bid meet on 30 Aug

Doordarshan has decided to empanel agencies for crowd sourcing artistes (t

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/dd.jpg?itok=m7Ijk7-U
DD Kashir: Prime Focus, Beehive & Grasshopper shortlisted for packaging

Three agencies have been shortlisted by Doordarshan to undertake the channel packaging work for its channel, DD Kashir. The agencies are -- Prime Focus Technologies Pvt Ltd, Beehive Systems Pvt Ltd, and Grasshopper Media Pvt Ltd.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/inside%20%281%29.jpg?itok=k6O4gL4H
Hindi GEC: Star Plus reclaims top urban slot & Zee Anmol retains lead in two markets

In the Hindi GEC genre this week, Star Plus has reclaimed its top slot and Zee Anmol has retained its leadership in two markets -- Hindi GEC (rural plus urban) and Hindi GEC - rural, according to BARC India all-India week 32 data.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/pkl.jpg?itok=o_f2tEkX
PKL rural telecast exceptionally propels Star Sports First to top

Star Sports First, primarily on the strength of PKL viewership in urban as well as rural areas, has again retained its lead with almost double the ratings as compared to BARC week 32's second position-holder.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/viwer.jpg?itok=sSGbkCn6
Times Now narrows gap with Republic TV, again

Over the last few weeks, a see-saw ratings battle is on between the two of the leading Indian English news channels - the Arnab Goswami-led Republic TV that has held a pole position for over a quarter of a year since its launch, and its nearest competitor and the ratings king it dethroned - Times...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/ss_0.jpg?itok=BLplwPWV
English Ent.: MNX leads & Zee Cafe retains top slot with significant drop

Times rebranding gamble seems to have paid off. Three weeks after Movies Now 2 was rechristened as MNX, it topped the weekly viewership chart of BARC India's latest all-India data.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/love-aur-dhokha.jpg?itok=HtkxcIii
ABP News' 'Love aur Dhokha' revisits 6 untimely deaths

The film and television industry, while well known and envied for its glamour and lifestyle, has also had its fair share of tragedies over the years. Tragedies which took away some of the brightest and most promising stars of the industry and left behind a plethora of questions about what happened...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/18/Brett_Hogg.jpg?itok=kxEwzszH
Sony moves ahead with own distributors in four SE Asian countries post Spider-Man's success

MUMBAI: Sony Pictures Entertainment is reportedly planning to launch distributors of its own in four countries after terminating a longstanding theatrical-releasing joint venture with Disney in Southeast Asia. Sony has plans to launch Sony Pictures Releasing units in Singapore, Thailand, and...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories