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/2017/03/24/BARC_1%20%281%29.jpg?itok=4rZPuncb
Star Plus & Sony Pal continue to dominate GEC market

In week 11 of Broadcast Audience Research Council (BARC) India data, Star Plus continued to led both the market Urban and (U+R). Sony Pal maintained its leadership position.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/SWAMI.jpg?itok=RVOfsNYz
Depute law officer to probe NDTV tax case, Swamy urges FM

Rajya Sabha MP Subramanian Swamy has recommended through his Twitter handle that the finance ministry should field a Law Officer with the integrity to challenge NDTV's income tax case of Rs.525 cr failing which it would have to face protest by him (Swamy.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Shots-Fired%20%281%29_0.jpg?itok=Mdip66Cr
'Shots Fired' starring Hunt to debut on Star World Premiere HD

Star World Premiere HD turns up the drama this month with the gripping limited TV series ‘ Shots Fired’ that will exclusively air on the channel every Saturday, 10pm starting 25 March.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/master%20%281%29.jpg?itok=G0-nG5vY
Barbie reaffirms ‘You can be anything’ with MasterChef on Star World

Barbie’s message of You Can Be Anything is going to spread far and wide, reaching out to moms and kids, with Barbie’s latest association as the presenting sponsor for popular TV series – MasterChef U.S. Junior season 5 that will air every Sunday at 9pm on Star World and Star World HD.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/ndtv%20%281%29.jpg?itok=_sClALIX
NDTV back with 'Get The Look' with Ambika Anand

One of India’s premier lifestyle channel, NDTV Good Times, is back with its fashion makeover series ‘Get The Look’ with Ambika Anand. The longest running fashion makeover show on Indian television is donning a whole new avatar this season, as it celebrates Cutting Edge Indian Style by exploring...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/roy%20%281%29.jpg?itok=__3FJj_i
NDTV India ban reversal: Centre wants apology, counsel seeks time from SC

The Central Government on Friday told the Supreme Court that the one-day blackout order against New Delhi Television Ltd (NDTV) India will be reversed only when the channel offers an apology for its coverage of the Pathankot militant attack on 2 January last year.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/raghav-bahl%20%281%29.jpg?itok=5kSEgS_c
Raghav Bahl favours 'reverse mentoring' in media, awaits licence to start channel

Senior media professional Raghav Bahl believes senior editors need to encourage the thoughts of young journalists as "their perspective towards news is different and connected to the new-age digital readers."

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Sidhu%20and%20Prasana%20Krishnan.jpg?itok=Fa3HzH4E
IPL: Sony will have Telugu, Tamil & Bengali feeds, non-committal on Sidhu

MUMBAI: Sony Pictures Networks India is planning to inject adrenaline into the 10th season of the annual cricket fever beginning 5 April. Having over 361 million viewers glued to the screens during the last season, Sony network will continue to have Telugu feed for this year’s edition as well. The...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/greenhouse-key_0.jpg?itok=_tVCfSqC
Keshet & Ananey bring teen & kids series to India

NEW DELHI: Global production and distribution powerhouse Keshet International (KI) and Ananey Communications Group have partnered to bring teens', tweens’ and kids’ series to the global market in KI’s first foray into the genre.

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories