MUMBAI: Colors’ which is expanding its primetime band with launch of a new fiction show Maati Ki Banno at 6.30 pm starting today, may get above average ratings initially.

As per media research and consulting firm Ormax Media’s awareness tracking product Showbuzz, Banno is likely to average about 1.3 to 1.5 TVR in its first week.
 
Ormax Media says that the show, despite being in a weak slot of 6.30 pm has managed to garner good awareness scores on Showbuzz, touching 15 per cent Unaided Awareness and 68 per cent Total Awareness in the week before its launch amongst females.

“These scores should ensure that the slot, which is currently averaging about 0.9 TVR for the Uttaran repeat, will show about 50 per cent jump. While the impact of this increase on the channel GRPs will be minimal, good content can ensure increase in TVR over time, as is the case with all good fiction shows,” Ormax Media says.
 
Showbuzz tracks awareness of new programs across six markets. Data over the last 20 months has been used to create a predictive model for fiction shows. The model predicts the opening week reach of the launches, which can then be used to arrive at indicative TVR, assuming a certain level of content.
 
The model takes into account the marketing buzz created by the show, the performance of the slot, competitive scenario and overall channel performance. Ormax Media claims that the error margins have been less than 15 per cent in most predictions done using the model so far.