Ormax predicts 60% slot growth for Zee with 'Hitler Didi'

MUMBAI: Zee TV‘s latest fiction show, Hitler Didi, may have a first-week average TVR of 1.6 at the 8 pm slot.

The predicted opening is a 60 per cent growth on the current rating of 1 TVR for ‘Shobha Somnath Ki‘.

The predictions are according to Ormax Media‘s predictive model based on their awareness tracking tool Showbuzz. The media consulting and research firm said that the actual TVR may vary by up to 15 per cent, depending on the actual content of the programme.
As per Ormax, the show has scored 15 per cent on Unaided Awareness and 84 per cent on Total Awareness on Showbuzz amongst female audiences, in the week before its launch. This is the best performance for a Zee TV fiction show on Showbuzz since the last two years. In November 2009, ‘Yahan Main Ghar-Ghar Kheli‘ had scored 17 per cent and 78 per cent respectively one week before its launch.

Showbuzz tracks awareness of new programmes across six markets. Data over the last two years 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, overall channel performance, audience flow from one show to the other and the category of the programme.

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