Tarun Katial's big magic with Big Ganga

MUMBAI: A takeover is in progress. Yet, that is not getting in the way of television veteran Tarun Katial. For him, it is business as usual.

The CEO of Reliance Broadcast Networks Ltd, who cut his teeth as a media professional in the early part of his career, is pleased as punch. The reason: RBNL's lead channel Big Ganga continues to flow on its charted course -- that of being the leader in the Bihar, Jaharkand region. It has the highest share of 37 per cent of the viewership in the region  (source: BARC. Period: wk02'17-wk05'17, Market: Bihar & Jharkhand).

And what's more -- in a short span of six months, the channel has notched up a whopping growth of 19 per cent in viewership (August 2016 – Jan 2017).

“We have created a unique proposition in Ganga which is a regional channel among the Hindi-speaking market which actually taps in to a very large segment of population that did not have enough to connect with," says Katial. “Big Ganga is very differentiated channel,” he added.

For starters, its prime time is different from other channels; as is the scheduling, reveals Katial. "Our biggest prime time is early morning. The biggest peg that works in that market is faith," he points out. "We have devotional bands which are rated very well. Then, we have very big prime time on weekends where we have reality shows that connect with the audience. If you see the rating contribution that’s not how it works. Devotional contributes probably the best, weekend contributes next, and then we have (the traditional) prime time. Where the eyes are, that is the prime time.”

And that's shored up by numbers too. Nine out of the top 10 shows in regional viewership are from the Big Ganga portfolio. Shows such as Birha Dangal, Big Memsaab, Rasoi Ki Rani and Bhakti Samrat are its major audience pullers and are homegrown assets.

“We have about 50 per cent of market share. And, every quarter, we have a  big reality show that fuels the aspiration of that region,” explains Katial.

He is quick to point out that the channel has also been one of the big beneficiaries of the growing clout and geographical spread  of the state-owned FreeDish.  "The rural market is very deeply penetrated by DD FreeDish and you cannot deny that. I think when urban market was being measured, we were doing very well there, and when the rural market started getting measured we realised that there big element of FreeDish, we got that into our plan and included that into our distribution line-up."

That has helped the RBNL team to monetise the channel effectively, especially from the ad revenue front.

"Our pricing has gone up significantly over the past year as we do offer 30-40 per cent of additional coverage than any other Hindi GEC in that market," expresses Katial. "Bihar is one of the highest GDP growth markets in the country. So, the advertisers look at us as the unique standalone regional option to invest. There are two kinds advertisers  looking for additional reach in Bihar out of the HSM or looking only at Bihar because that’s their priority market.  My pitch to the fence sitter advertiser is: TV is deeply penetrated now and there are numbers which are comparable with print and the CPT looks far better and more efficient with TV."

Also Read

Big Ganga shows now available on ZEEL's OZee

RBNL all set to relaunch Big Magic

Latest Reads
Zee Telugu to enhance family ideals with Ninne Pelladatha, brand-new fiction show

Providing the audiences with yet another entertaining and relatable fiction show, Zee Telugu launches Ninne Pelladatha, a show that highlights the bond humans share, regardless of being blood-related.

Television TV Channels Regional
Religious most benefitted genre in Chrome DM week 28

With a growth of 2.05 per cent as compared to last week (27), the religious genre marked the highest opportunity to see (OTS) among all categories in week 28 of Chrome Data Analytics & Media.

Television TV Channels Viewership
BARC India plans expansion of metre homes to 44,000 by this FY

Rural India is getting in the limelight. TV ratings body BroadcastAuidence Research Council (BARC) is expanding metre homes to 44,000 by this financial year.

Television TV Channels Viewership
Ranjana Mangla appointed national revenue head of India Today TV

Ranjana Mangla has been appointed the national revenue head of India Today TV. She will report to the chief revenue officer Rahul Kumar Shaw and will be based out of the ITG Mediaplex, Noida.

Television TV Channels News Broadcasting
Discovery chronicles the harrowing story and extraordinary rescue of the thai soccer team that is captivating the world in Operation thai cave rescue

From the moment the heartbreaking news broke that 12 young Thai soccer players and their 25-year-old coach were stuck in a cave complex near the Myanmar border

Television TV Channels Factual & Documentary
Zee Cinema to air the animated movie Smurfs - The Lost Village on Saturday, 21st July at 12pm

If you’ve watched The Smurfs and The Smurfs 2, you’re probably aware of the tiny blue creatures with white clothes and droopy hats living out their lives in blissful coexistence.

Television TV Channels Movie Channels
TLC to premiere Curvy Bride Boutique for plus size brides

TLC, India’s go to lifestyle channel, is all set to premiere the most popular and talked about UK based show Curvy Bride Boutique from 16th July at 10 PM.

Television TV Channels Factual & Documentary
India’s leading New Age News Brand set to take Television by storm

New-age digital brand is about to take the television screens by storm.

Television TV Channels News Broadcasting
FIFA legal action against BeoutQ for WC piracy

MUMBAI: FIFA will be taking legal action against Saudi Arabia-based BeoutQ, a pirated TV service operating in the Middle East and North Africa (MENA), which continues its illegal piracy of 2018 FIFA World Cup broadcasts, according to an official statement, carried by the Saudi Press Agency (SPA)....

Television TV Channels Sports

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories