MUMBAI: Just like old wine, seems like the fondness for age old monk C.I.D. is growing by age and time.
This long running flagship property of Sony Entertainment Television has replaced Star Plus‘ Yeh Rishta Kya Kehlata Hai for the week ended 25 September so as to occupy the second spot in the top 10 list in HSM space.
According to Tam, the show attained a peak TVR of 5.17 (on Friday) for the week as against the peak TVR of 3.24 (on the Saturday episode) that it had captured during the previous week.
This is for the first time that the show has managed to garner such high ratings for at least a couple of years. For the past eight weeks, C.I.D averaged approximately 3.17 TVR.
Says Set marketing head Danish Khan, "This is the highest TVR that the show has fetched in the last couple of years. During the last few months, the viewership of the show has been constantly growing from a 3 TVR to 4 TVR and now above 5 TVR."
According to Khan, the peak has come in due to a new promotional initiative and storytelling pattern of CID content. "The show has a twist in its storytelling wherein an underworld group tries to finish the entire C.I.D. team and how the team fights back. There was a huge marketing push through print and promos and this has helped fetch the results," he says.
The Friday-Saturday episodes delivered TVRs of 5.17 and 4.28 respectively, adding 21.4 GRPs to the channel grade (184 GRPs, up from 174 GRPs). In the previous week, the show had added 14.1 GRPs to the channel.
Amongst the other shows on Sony, Baat Humari Pakki Hai (M-F 8.30 pm) averaged 0.9 TVR (0.7 TVR in previous week), the weekday half-hour strip of Aahat (Mon-Thu 11 pm) averaged 0.9 (0.8) TVR and Comedy Circus Ka Jadoo (Sat 9 pm) rated 2.5 TVR (2.8) in its fourth week.
Also, the reality show, Entertainment Ke Liye Kuch Bhi Karega -2 (Mon-Thu 9.30 pm & Fri 9 pm) remained stable at an average 1.8 TVR (1.8).
Amongst the other leading shows on Hindi general entertainment channels, while Pratigya still remains the top show for the week (5.43 TVR), Yeh Rishta … has fallen to the fourth spot.
The other shows that have fallen in rank are Colors‘ Uttaran (4.3 TVR) and Balika Vadhu (4.36 TVR). The shows that were earlier occupying the fourth and fifth position respectively in the list now have fallen to the eighth (Balika Vadhu) and ninth (Uttaran) spots.
Overall, Star Plus (368 GRPs) has seen a 10 GRP decline over last week. The drop has come from weekday prime, weekday afternoon, weekend original and weekend movies.
Colors (273 GRPs), meanwhile, has increased by 17 GRPs over last week. Zee TV upped its GRPs to 237, from 227 a week ago.
