| MUMBAI:
What goes? Zee TV's 7.30 pm slot appears to be on steroids. Its fiction show Choti
Bahu has been seeing a gradual climb in its ratings with the figure rising
to 3.8 in week four (18-24 January, C&S – 4+, HSM) as per TAM data. Choti
Bahu had a TVR of 3.6 in week 3. It has emerged as the No 1 Hindi fiction
show in that slot. Produced
by Tony and Dia Singh’s Dj's Creative Unit and launched on 7 December, the
show is picking up gradually and has raced far ahead of rival channel's offerings
in the same slot. Market leader Star Plus’ Santaan notched up a TVR
of 1.8 while Colors’ Bandhan Saat Janamon Ka has a TVR of 2.01. The
Tam data also suggests that Zee TV is leading hands down in the total weekday
GRPs for the 7.30 pm slot. Zee TV has pocketed 42 GRPs in weekdays from the slot,
whereas Colors and Star Plus had to settle for 22 and 20 GRPs respectively. “The
fact is the 7 pm and 7.30 pm slots are early prime time and the maximum ratings
they generate for a channel are in the range of 2-2.5 TVR. If Choti Bahu
has got 3.8 TVR, it is really commendable,” observes a rival channel executive. On
the success of the show, Zee Entertainment Enterprises Ltd (Zeel) COO – national
channels Nitin Vaidya says, “Ever since we launched the show over a month
back, we have had people wanting to sample it since we have a very unique concept.
When the advertisers speak of ‘Purple GRPs’ only beginning 8 pm, Choti
Bahu is a prime example of how different day parts can also yield maximum
return on investment. In fact, since the past three years, this has been the highest
the slot has ever seen. Our recently launched Maa at 7 pm is also giving
a fillip to the slot.” Choti
Bahu is the story of a young girl Radhika who, having spent her entire life
sacrificing her happiness for her adopted family, has to give up what is rightfully
hers even after marriage. She is married to a man who loves her and yet she is
unable to enjoy the pleasures of marriage since she has to continue sacrificing
for her new family. | 
