Television

Star Plus expands 9-10 pm viewership with 'Miilee', 'Kkavyanjali'

MUMBAI: Star Plus has rejuvenated the 9-10 pm slot. Just when its four one-hour weeklies were slipping in ratings, the channel launched two dailies to draw in younger and newer audiences. The result: an expansion in viewership in that time band.

Indiantelevision.com takes a look at the journey of the two shows, Kkavyanjali (after a four-month run) and Miilee (a month and half since launch).

 

The Kkavyanjali plot:

Kkavyanjali has had the biggest launch ever on a satellite channel with a debut rating of 13.91 in the C&S 4+ HSM, according to TAM data. And in the first week, it became the fourth most-watched show (behind "golden oldies" Kyunki..., Kahaani... and Kasauti...) and the ninth position in terms of ratings.

Although Kkavyanjali could not sustain such high ratings, it has maintained its position as the fifth most popular show with an average 9 - 9.2 TVR in the 9:30 - 10 pm slot. Looking at the slot delivery from week 11 to week 19, the noticeable trend is that the slot share has gradually increased since week 15.

Star's Kkavyanjali trend:

Wks
wk11
wk12
wk13
wk14
wk15
wk16
wk17
wk18
wk19
Slot share
54
55
54
57
59
59
61
60
59
Source : TAM Media Reasearch; CS, 4yrs+, HSM; Mon-Thu 2130-2159 hrs, Relative shares

Kavyanjali in essence has managed to increases the slot TVRfrom 7.9 TVR (wk 12 - wk 15) to 8.6 TVR (wk 16 - 19).

The Miilee plot:

Miilee, in contrast, had a lower debut rating with a 11 TVR in the 9-9.30 pm slot. But it has sustained an average TVR of 9.3 in its launch week in the HSM C&S 4+ TG, according to TAM data. The average TVRs in the fifth week grew to 10.3.

Examining the pre Miilee phase, relative slot shares of the show (week 10 - week 14) stood at 67, 69, 66, 65 and 64 per cent respectively. Post Miilee ( week 15 - week 19), slot shares went up to 70, 68, 72, 71 and 72 per cent respectively.

Miilee managed to weaken rival Sony's Kkusum & Zee's Astitva. While Star Plus in the 9-9:30 pm slot after the launch of Miilee grew to an average TVR of 9.6 ( week 15 - week 19) from 8.9 TVR (week 10 - week 14), Kkusum in the same blocks slipped from 3.4 to 3 TVR. Zee lost as well, dipping from 1.2 to 1 TVR.

 
 
 

Drawing in new audiences

What is actually more significant though, is that the spike in ratings and slot share has come not so much from rival channels as from new audiences. Star Plus creative director Shailja Kejriwal says Marathi audiences from channels like DD Sahyadri, ETV and Zee Marathi have hooked on to the shows.

"Marathi audiences are more progressive in their viewing patterns and Miilee as a concept is more rooted to reality and real life situations vis-?-vis the rest which have a special appeal among these viewers," she adds.

Kkavyanjali, on the other hand, has the female protagonist who is a Maharastrian in the story. This, Kejriwal states, brings in an automatic affinity with the Marathi community.

Other audiences who have come in are that of the younger TG (4 - 14). Kausautii.. which runs from 8 - 8:30 pm, has a very high viewership base in this segment, but Star Plus couldn't hold on to these audiences with its hourly weeklies in the 9-10 pm slot. Miilee, which adorns a fresh young look, has managed to retain this audience base which had been earlier flirting with other channels, says Kejriwal.

Bringing in Marathi and younger audiences was very much a part of the game plan at the Star stable. "Indian audiences love high paced dramas. Non-fiction programming can never be a part of the Indian staple diet," says Kejriwal.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/star.jpg?itok=iGjV-9vK
Star Bharat to be available on DD FreeDish as b’caster’s fourth FTA offering

Going FTA seems to be the flavor of the season. Star India’s Hindi general entertainment channel Life OK, which will be soon rebranded as Star Bharat, is now slated to be available on DD FreeDish with the likely appearance on 28 August 2017.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/aradhna.jpg?itok=u6PF3K-k
FremantleMedia appoints Aradhana Bhola as India MD

FremantleMedia has announced the appointment of Aradhana Bhola to the role of the managing director at FremantleMedia India.

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/disney.jpg?itok=4s-TOzU1
Heartwarming friendship: Pete’s Dragon on Star Movies Select HD on 19 Aug

‘Life without friends is like the sky without the sun’, a quote that is best complimented by the beautiful tale of Pete’s Dragon; a story of a boy who finds an unexpected companion who protects, nurtures and travels with him – a friend who just happens to be a dragon!

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/Shashi_Tharoor-Arnab_Goswami.jpg?itok=4tfOqWoc
Republic TV & Pushkar's kin restrained, hearing on 21 Sept

MUMBAI: The Delhi High Court has asked Republic TV and the kin of late Sunanda Pushkar not to indulge in "name calling" in connection with her death case but said there could be a possibility of some posturing from both sides.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/Pehredaar_Piya_Ki.jpg?itok=UU4ZWeli
BCCC directs 'Pehredaar Piya Ki' to late night slot with disclaimers

NEW DELHI: The Broadcasting Content Complaints Council (BCCC), a self-regulatory body under the Indian Broadcasting Foundation umbrella, has asked Sony Pictures Network India to move its fictional serial Pehredaar Piya Ki, aired on one of its channels, to the 10 pm slot and simultaneously run a...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/17/Shashi%20Shekhar%20Vempati.jpg?itok=_4Vd6-eK
DD logo design submission deadline extended

NEW DELHI: The deadline for submission of logo design for India’s pubcaster Doordarshan has been extended by a week to 20 August 2017, the Prasar Bharati CEO Shashi Shekhar Vempati said yesterday.

Television TV Channels Terrestrial
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/ch.jpg?itok=72XY1Jyh
Movies Now & DD Sports top respective genres: Chrome DM (updated)

The English movies genre emerged as the most benefitted genre with 2.8 per cent in six metros with Movies Now topping the chart with 48.3 per cent opportunity to see (OTS) in week 32, Chrome Data Analytics & Media reported.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/jay.jpg?itok=nNs8G7bM
Boxing Federation of India set to extend pro-league bid submission date (updated)

MUMBAI: The BFI has announced the extended date of submitting the bid documents as 11 September 2017. The tender documents are available on its website. Previously the last date for submitting the bid documents was 16 August. The BFI is looking at licensing the league for 10 years.  " BFI...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/08/16/Vishal%20Gurnani.jpg?itok=SiOULiSQ
Bhojpuri GEC Dishum launched, targets 65 mln C&S homes

MUMBAI: It's hoping to make a big impact on Indians love for everything Bhojpuri. Mumbai-based Dishum Broadcasting flagged off the free-to-air Bhojpuri TV GEC  Dishum just as India entered its seventy-first year of becoming independent. Branded Bhojpuri Dhamaka- Dishum, it is expected to have the...

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories