Television

Sony hopes to ride on Idol's initial success

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/02/11/sony.jpg?itok=jQD8mdnA

MUMBAI: Sony's mega budget show Indian Idol enjoyed a debut rating of 5.8, spurring the channel to launch new programmes to take Star Plus' runaway success Kyunki... head on.

The plan is to create a strong 10.30 PM band by introducing new shows in December. Sony hopes Indian Idol will provide the lead-in with the one-hour show airing on Thursdays at 9.30 PM Add to this a 10-minute Idol update capsule at 7.55 PM and 10.30 PM to keep interest of viewers alive. Clips that have not been aired on Idol will also be showcased across all time bands.

"All that I can say is that we will not have a soap, but we will introduce new shows in the 10.30 PM band across the belt in December. Idol will help increase our viewership base and promote our new shows," says Sony's EVP programming and response Tarun Katial.

What has led to this optimism is Idol's average rating of 5.4 for the first three episodes. In Mumbai, the show did even better with 9 TVRs while in Delhi it enjoyed 8.3 TVRs according to TAM data.

Says Sony's EVP Sunil Lulla, "This kind of opening ratings is definitely a recognition of the potential this show has to offer. The viewership has doubled for us in this time slot. Our channel share has also grown."

Sony's channel share in the C&S 4+ universe (HSM) has gone up from 19 per cent to 24 per cent after the launch of Idol. Star Plus' share has dropped four per cent to 60 per cent, while Zee TV slipped by two per cent to 10 per cent.

Overall, net GRPs of the channel increased from 100 to 135 and in the one million + towns GRPs have gone up from 115 to 152.

In Sony's core target audience of 15-34 years( SEC ABC), the channel share has gone up five per cent to 25 per cent. Star Plus' share has dropped four per cent to 57 per cent while Zee slipped one per cent to 12 per cent .

Speaking on Star Plus' drop in channel share, Star India's senior vice president content and communications Deepak Segal says, " Yes, we are aware that there has been a lot of sampling of Idol. Lets see where it heads."

But the big question for Sony is: Will the initial viewer interest in Idol last? Lulla is optimistic. " In all other countries, the opening ratings of Idol as a format show have been softer. The pick up really begins in the 5th and 6th week of launch. Here we have had a better start."

But that doesn't still say whether Idol will have a better run. If it does, it will hopefully end Sony's long search for a channel driver. "Sony has not been able to create a hugely successful show for long, on which it could drive the channel. Jassi... had provided an opportunity to build the channel but no serious strategy was in place to ride on it," says a media analyst.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/mahes.jpg?itok=8GUV33om
Leadership secrets & wisdom from Viacom18

Earlier this year during the thick of the lockdown due to the pandemic, Viacom18 CEO Sudhanshu Vats announced that he was moving on from the organisation he headed for around eight years. Earlier, in 2019, his deputy COO Raj Nayak too departed from a company he was associated with for seven years.

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/kbc.jpg?itok=B0hEp6Qg
Ten brands partner with season 12 of Kaun Banega Crorepati

MUMBAI: Celebrating two decades of unparalleled success and popularity, Kaun Banega Crorepati not only emerged as a game-changer for the Indian television industry but also instilled a larger focus on the power of knowledge being a great leveler. In its twelfth season, the show makes a comeback...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/and.jpg?itok=qXrA49E_
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/chrome.jpg?itok=KRUQzWyk
Chrome DM week 37: English Movie emerges as top gainer

MUMBAI: After seeing a marginal growth in week 36, various genres in the broadcasting segment have witnessed noticeable growth in week 37. English movie genre has become the top gainer in week 37, 2020 of Chrome Data Analytics and Media data. The genre has grown by 2.57 per cent. Among English...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/flix.jpg?itok=0BDI_ifP
Pad Up For An Innings Of Unrivalled Thrills As &flix Presents Flix Movie League

The much-awaited moment has arrived as one of the biggest sporting leagues finally takes centre stage. But that’s not all! As you welcome back your beloved cricketers on field, it’s also time to root for your favourite heroes on screen with Flix Movie League on &flix. The stage is set for the...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/enter10.jpg?itok=9Fh2HwLF
Enterr10 Television strengthens its Bhojpuri play with Enterr10 Rangeela

MUMBAI: In a bid to expand its presence across India and strengthen its foothold in existing markets, leading broadcaster Enterr10 Television announces the launch Enterr10 Rangeela, its second offering in the Bhojpuri region. Enterr10 Rangeela is a Bhojpuri language General Entertainment Channel....

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/neeraj.jpg?itok=JDedoLCo
Now you see him…now you don’t - the Invisible Hero,

MUMBAI: Sony SAB is all set to enthral the audience with the launch of its brand new offering 'Hero - Gayab Mode On'. The show slated for release in November is one of its kind and the first-ever show on Indian television that brings the best of science fiction and mythology together, where the...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/carvaan.jpg?itok=PBc7SS5g
Saregama launches Carvaan Malayalam

MUMBAI: After weaving in a nostalgic music experience for its Hindi, Tamil, Punjabi, Bengali and Marathi music lovers, Saregama launches Carvaan Malayalam with pre-loaded 5000 evergreen songs classified into artistes, devotional and carnatic.

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/21/emmys.jpg?itok=B0U8_0hd
RuPaul wins best reality host for fifth year in a row

RuPaul won for outstanding host for a reality or competition program at Creative Arts Emmys, breaking Jeff Probst's previous record for wins in the category with a fifth straight Emmy.

Television TV Shows Awards

Sign up for our Newsletter

subscribe for latest stories

* indicates required