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MUMBAI:
NDTV Imagine CEO Sameer Nair couldn't have wished for a better
opening. The Hindi general entertainment channel from the
NDTV stable has clocked a GRP of 55 in the debut week (20-26
January), according to Tam data (C&S, 4+).
 Banking
upon a variety of shows like Ramayan and Nachle
Ve with Saroj Khan, NDTV Imagine has occupied 5.4 per
cent relative market share in Hindi GEC. This places NDTV
Imagine ahead of all the newly launched channels - 9X which
has 3.7 per cent for the week while Zee TV's sibling Zee Next
(launched in December) has just 1.3 per cent channel share.
NDTV
Imagine says it has outperformed all other GEC launches in
the last four years as far as first week GRP goes. While 9X
recorded a GRP of 21, Zee Next crawled with a 6 GRP in the
launch week.
In the weekdays (Mon-Thu) prime time (7-11 pm), NDTV Imagine
claims to enjoy the third spot in the Hindi GEC space with
a relative channel share of 6.6 per cent.
 Says
Nair, "The ratings are a clear indicator of the connect
we have made with viewers across the country. It is a good
start and we promise to continue to entertain and delight
our audiences with fresh and compelling programming."
The
content menu included a mythological epic (Ramayan),
an eleven-day musical talent hunt show (Say Shaava Shaava),
choreography class room (Nachle Ve with Saroj Khan),
costume drama (Dhram Veer) and family drama (Jasuben
Jayantilaal Joshi Ki Joint Family).
 Ramayan
garnered a debut rating of 1.8 (on 21 January) which went
up to 2.09 TRP on 23 January. In the key HSM of UP and MP
(10mn + towns), Ramayan averaged more than 5 TRPs,
according to NDTV Imagine.
Another
big ticket show Nachle Ve with Saroj Khan touched
a TRP of 0.9.
Says
NDTV Imagine EVP- revenue management and new ventures Harsh
Krishna Rohatgi, "The viewership in the launch week underscores
our programming and marketing strategy backed by strong distribution
and delivers great value to our clients from the first week
itself. On the back of this, we are hopeful of bringing on-board
even more advertisers in the next couple of weeks."
NDTV
Imagine has already attracted brands like Hindustan Unilever,
Paras, Emami, Cadburys, General Motors and Hero Honda. The
channel's initial strategy is to undersell and rope in strong
brands by offering them clutter free ad space. While most
GECs have a six-minute break every half hour, NDTV Imagine
has it every hour.
Analysts,
however, have taken a cautious approach to NDTV Imagine's
first week report card. "It is surely a strong opening
week as it has come without movies. But we need to watch the
channel's performance for at least eight to ten weeks to arrive
at a more definitive trend," they say.
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