Television

When 'KBC' did a Dviteeya...!!

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/02/03/sony.jpg?itok=V6TwDako

5 August saw the second coming of the TV show that changed the viewing habits of Indians when it made its first in 2000 - Kaun Banega Crorepati.

And what a comeback it has been. In its new avatar as KBC2, it has topped ratings among the ?1 hour timeslots? at an All India level with a 13.8 TVR (CS 4+). The special study from the TAM Analysis Desk exclusive to Indiantelevision.com on the first day of KBC2 highlights the following findings -

  • During 2005, KBC2 topped ratings among the ?1 hour timeslots? at an All India level.
  • The viewership of KBC slot from 10 per cent (absolute) during 4 weeks prior to its launch moved up to 38 per cent at a 6 metros market level (includes Delhi, Mumbai, Kolkata, Chennai, Bangalore & Hyderabad).
  • Highest TVR clocked at the Madhya Pradesh 1 million+ towns level while it scored 20 at the Hindi Speaking Market level.

    KBC2 reached out to 20.5 million audiences who walked in on the first day across TAM?s all India market (towns & cities with population size of 100,000 +).
  • For Pre-launch phase (July 2005), Star Plus grabbed a PR/media editorial share of 41 per cent among the entire coverage on Hindi Mass Entertainment Channels.

    No change in audience profile when compared with KBC.
Most viewed 1 hour slot on All India in 2005
Rank
Channel
Programs
Date
Day
Start Time
End

Time
TVR
1
Star Plus
KBC 2
8/5/05
Fri
21:00
21:59
13.8
2
Sony
Indian Idol - Grand finale
3/5/05
Sat
21:00
21:59
11.5
3
Star Plus
Kahaani+Kyunki
2/5/05
Tue
22:00
22:59
11.3
4
Star Plus
Kahaani+Kyunki
1/5/05
Tue
22:00
22:59
11.3
5
Star Plus
Kahaani+Kyunki
1/5/05
Mon
22:00
22:59
11.3
Source: TAM; TG - CS 4+

JuxtaposingKBC Vs KBC2 - (6 metros)

(Click on image to enlarge)

Interestingly, the impact of KBC on Star Plus by looking at the viewership share of the channel for the 9-10 pm daypart for four weeks prior to the launch of the programme vis-?-vis the launch day for both the years 2000 and 2005 on a 6 metros level, it is observed that while KBC1 in the year 2000 took Star Plus?s channel share from 2 to 25 per cent during the 9-10 pm daypart (absolute channel shares at a 6-metros level), 2005 saw 10 per cent viewership during the 4 weeks prior to the launch period jump to 38 per cent.

If one were to compare the TVR performance of KBC2 across the markets for the first episode (5 Aug), the chart illustrates viewership of KBC 2 across markets.

(Click on image to enlarge)

The above chart indicates that while Madhya Pradesh towns with a population of 1 million+ clocked the highest TVR of 38, the entire Hindi Speaking belt struck a TVR of 20. Mumbai stood at 19; Delhi again at 19 while Kolkata at 16.

Content & Loyalty

Coming to product (content) and marketing, which go hand in hand even , the time spent also known as programme loyalty saw a reach of 15 per cent for KBC1 which has moved up to 24 per cent during the first episode of KBC2 (yellow bar chart below). Further, the time spent by viewers moved up from 29 minutes during KBC1 to 35 minutes during KBC2 (green line). The below data is attributed to the impact of on-air promos.

(Click on image to enlarge)

Word-of-mouth (WOM)/PR Impact

Now, looking at an integral component within the off-air promotions domain, it is increasingly being observed that PR/word-of-mouth generation, especially during the pre-launch phase, works wonders for the product launch and helps sail through a smooth launch and post-launch phase. A special study was undertaken by Eikona PR Track, a division of TAM Media Research, on the July 2005 data to understand the impact of PR/Word-of-mouth on KBC2 viewership. Below is a snapshot:

Of the total 95594 ccms (column centimeters) of editorial coverage that got generated on Hindi mass entertainment channels and its respective programs, Star Plus cornered a major pie of 39138 ccms (about 42 per cent). Zee TV gathered a share of 21651 ccms while Sony Entertainment TV scored 19055. This was followed by Sahara One at 7889 ccms.

(Click on image to enlarge)

At the programme level, KBC2 scored the highest with 11051 ccms. This was followed by another Star Plus programme Kyunki Saas Bhi at 4818 ccms. Sahara One?s Woh Rehne Wali Mehlon Ki was at the third position with 4409 ccms. Sony?s Fame Gurukul was at fifth position with 3653 ccms while Zee TVs Time Bomb was at the right position with 3171ccms.

From a market point of view, all entertainment channels made sure that the PR initiatives focused across metro markets which included Mumbai as a primary market. No wonder then, Mumbai clocked a coverage chunk of 20871 ccms for all Hindi Mass Entertainment Channels.

Of this, PR initiative by Star Plus topped the charts with 8549ccms. Sony TV scored second with 5090 ccms while Zee TV scored 3826 ccms. This was followed by Delhi at 7172 ccms.

Here again, Star Plus went ahead with its PR initiatives and clocked 3183 ccms; Zee TV second with 1681 ccms and Sony TV with 1342 ccms.

One of the key question for the industry probably could be whether there has been a change in the audience profile between KBC1 and KBC2. Three charts below give insight into demographic profiles across age, male/female and SECs.

(Click on image to enlarge)
(Click on image to enlarge)
(Click on image to enlarge)

The above charts throw light on the fact that hardly any change can be recorded as the profiles across age and male/female categories are more or less the same.

KBC2, one can safely state, has made a big impact comeback. But, as Star India COO Sameer Nair will himself admit, these opening numbers are hardly surprising. The future story is what is awaited. Will KBC2 help build the weekend block for Star? That is the Rs 2 crore question and there are many more episodes to go before the answer can be locked in.

Still, the initial response has been more than heartening and might well spell a positive spill-off in terms of weekend programming across all the Hindi general entertainment channels. Now wouldn?t that be great news for the Hindi entertainment space.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/15/Sony_Marathi.jpg?itok=gd2Uqx84
Sony Marathi aims to fill need gap in the market

Sony is taking the plunge into the Marathi general entertainment market to compete with Zee Marathi, Zee Yuva, Colors Marathi and Star Pravah.

Television TV Channels Regional
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/ndtv.jpg?itok=G6JI38LH
NDTV India reverts to pay channel from FTA

NDTV has decided to convert its free to air (FTA) channel NDTV India as a pay channel with effect from 15 September. On 8 April 2016, NDTV India, the Hindi news channel, started its FTA journey. Prior to that, the channel was a paid service priced at Rs 3.37 on direct-to-home (DTH) and addressable...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/tyson.jpg?itok=zxfKx9sB
Mohamedali pulls no punches, ropes in Mike Tyson to launch the global Kumite 1 League

Kumite 1 League, the first global team Mixed Martial Arts league, is all set to host boxing legend Mike Tyson.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/news.jpg?itok=pYr3369_
Times NOW & Mirror Now announce a special line-up to celebrate the 72nd Independence Day

As India gears up to celebrate its 72nd Independence Day, India’s leading English news channels, Times Now & Mirror Now, announce their special programming line-up to celebrate the spirit of freedom.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/fernandes.jpg?itok=ZWXeOW8Z
Changes in Senior Management & Board of Directors of lnduslnd Media & Communications limited, a subsidiary of the Company

The Board of Directors of HVL on August 13, 2018 have noted  that  Board of Directors of lnduslnd Media & Communications Limited ("IMCL"), a subsidiary of HVL has:

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/neeraj.jpg?itok=ZvLk4ckd
Sab's Aladdin to be relevant to the new generation

Sony Sab is all set to transport viewers to an age-old story with a modern twist. After giving three new launches this month, it is close to launching the fourth one Aladdin: Naam Toh Suna Hoga, produced by Peninsula Pictures, which will be aired on 21 August, Monday to Friday at 9 pm. Its recent...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/14/asia-cup.jpg?itok=L-YXgemt
Star Sports to telecast Asia Cup in Hindi, English, Tamil

The Unimoni Asia Cup 2018 is all set to commence from 15 September and will see Asian neighbours – India, Pakistan, Bangladesh, Sri Lanka and Afghanistan - fight for the trophy. Star Sports, the official broadcaster, has released its first film for the tournament which speaks of the unique aspect...

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/13/zoom.jpg?itok=KkVHZdxQ
Zoom Studios launches its second series, ‘Ready 2 Mingle’

After the resounding success of The Reunion, The Zoom Studios, the original content arm of zoOm styled by Myntra is back with its second series- Ready 2 Mingle.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/08/13/pl.jpg?itok=XC7xv3jD
CPL 2018 becomes first T20 league to stream live on Twitter

The Hero Caribbean Premier League has recently announced its collaboration with Twitter to live stream all matches of the 2018 season in 54 countries.

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories