Television
Report on Shemaroo

Indian soaps help Sri Lankan channel top charts

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/04/09/Maharaja%20Television.jpg?itok=tTXYi08E

MUMBAI: The Kyunki's and Kasautii's of Indian television are not just helping Indian channels stay on top of the ratings charts, they seem to be helping Sri Lankan broadcasters too.

Sinhalese Sirasa channel run by Maharaja Television in the island country, seem to have benefited from the dubbed versions of Kyunki Saas Bhi Kabhi Bahu Thi, which runs as Maha Gedara and Kasautii Zindagi Kay, which is Praveena in its Sinhalese avataar on Sirasa.

The dubbed Kasautii, in fact, launched in February 2005 on Sirasa, on a prime time slot that already had tough competition for the ratings. The competition's ratings hovered around 11-12 vis-à-vis Sirasa's 2-3 before launching Praveena at that slot. Praveena, according to Maharaja Television CEO Aditya Ray, started off with a TVR of 11.3 on its launch day and has in the latest data available, settled to an average of 8.0.

While big Tamil hits like Chiththi that completed its successful run on Maharaja's Tamil Channel Shakthi some months ago, have now been adapted for Maharaja's Sinhala channel Sirasa, it is the Hindi soaps that are being lapped up by the Sinhala viewers for their cultural similarity, believes Ray.

It isn't just the soaps, but even SABTNL's Office Office, that runs as Samawenna Sir on Sirasa on the weekends that has caught viewers' fancy, says Ray. The revamped Sirasa, after Ray took charge in June 2004, has also been running a branded block called HIT TV, comprising sub-titled Hindi films, on afternoons since almost its inception about seven years back.

The strategy to get in the dubbed soaps has apparently paid off. According to Ray, Maha Gedara and Praveena have already helped Sirasa climb to the number one position at prime time from its earlier third or fourth rank. It is also the No. 1 Channel on weekdays, although in overall channel share it remains at a strong number two position, behind the established state-owned Rupavahini channel.

Quoting Lanka Market Research Bureau (IMRB's Lankan operation) data, Ray says that Sirasa's average prime time channel share has climbed to 26.9 as per the latest data from its earlier level of 18.7 during the time he took charge of this Sri Lankan TV station and shifted its programming focus more towards the Hindi soaps, while Rupavahini's share declined marginally from 26.8 to 24.2.

Sirasa's all day channel share too has grown from 17.1 to 23.6, but it still needs to match up to Rupavahini's 24.5. Ray says an increased focus on weekends, by bringing in big budget talent shows on the lines of Indian Idol, as well as game shows on the lines of Sahara's Dial One or Jeeto, will be employed to boost channel share further.

The channel is also scouting the Indian scene for some shows that can be imported for adaptation or dubbing. SABTNL, says Ray, is a 'friendly organisation' which has been collaborating with Maharajas for some of its productions, while the Sri Lankan broadcaster is also keenly pursuing Star and Zee for acquiring software.

(This report was filed by the reporter before she flew off to France to get for us a complete lowdown on the MIPDOC proceedings)

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/photogrid_plus_1618912646141.jpg?itok=spz0Nbcl
Disney executives Anastasia Ali and Jan Coleman promoted

MUMBAI: In yet another rejig in the Walt Disney Company’s management, Anastasia Ali has been promoted to Disney Studios content marketing vice president, Deadline reported. Another executive, Jan Coleman, has been elevated to vice president of global marketing partnerships, promotions &...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_142441_800_x_800_pixel.jpg?itok=q7MNcAvx
Clampdown on media freedom during pandemic: Reporters Without Borders

NEW DELHI: International non-profit Reporters Without Borders (RSF) has claimed in its annual World Press Freedom Index report that media freedom has deteriorated during the Covid2019 pandemic.  The NGO, which works to safeguard the right to information, made this conclusion after analysing and...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/img_20042021_131706_800_x_800_pixel.jpg?itok=WM9_lh4i
Enter a den of crime with BBC World Service's ‘The Lazarus Heist’ podcast

NEW DELHI: BBC World Service is making its presence felt in the podcast domain with an original true crime series, The Lazarus Heist. It tells the true story of an attempted $1 billion hack, which investigators say was carried out by a secretive ring of elite North Korean hackers. While it could be...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/photogrid_plus_1618903126240.jpg?itok=ukOp0kv2
Saregama strikes long-term music deal with Sanjay Leela Bhansali

KOLKATA: It’s the confluence of two iconic entities in the Indian film and music industry. Saregama and Sanjay Leela Bhansali have now decided to collaborate, where Saregama has come on board as the music label for three forthcoming projects of the award-winning filmmaker. These projects will be...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/nk.jpg?itok=VpRMWxN6
Dangal TV forays into kids genre with fantasy show ‘Nikki Aur Jadui Bubble’

School’s out and summer vacations are around the corner. Due to the second Covid wave tearing through the country, children have no choice but to stay cooped indoors. Like last year during lockdown, kids TV viewing is expected to rise again.

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_185601_800_x_800_pixel.jpg?itok=bndzTqoh
The Q India unveils summer 2021 line-up

MUMBAI: With summer vacations around the corner, The Q is all set to bring forth an array of animated original content with stories of the bravest heroes, most iconic villains, noblest kings and their treacherous enemies, the biggest battles and the most captivating conspiracies.

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_185401_800_x_800_pixel.jpg?itok=INHIw-qz
Fever Network launched ‘Project Plasma’ – An initiative to encourage Plasma donation in the fight against COVID-19

As the new wave of COVID-19 grips India, we’re all fighting a tough battle to stay safe and help the ones in need. The front line workers, specifically the doctors & the hospital staff have been working day in & day out to provide the best medical care to the patients. As the daily virus...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_184336_800_x_800_pixel.jpg?itok=KzrgINC5
Zee Tamil launches its latest fiction show Chithiram Pesuthadi

MUMBAI:  Zee Tamil is known for its thought-provoking and compelling narratives which have gone on to become notable television classics. The channel is now set to launch yet another fiction show, to strengthen its original content in the afternoon time-band. The show will reflect Zee Tamil’s...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/20/oscars.jpg?itok=OAbjpFY7
Star Movies and Star Movies Select bring ‘Celebrating The Oscars' Festival

MUMBAI: Celebrating the true spirit of the Oscars for over 20 years, India’s one-stop destination for English movies, Star Movies once again amps up the entertainment quotient for its viewers ahead of the 93 Academy Awards. Keeping up with the enthusiasm and excitement, the ongoing ‘Celebrating The...

Television TV Channels English Entertainment

Sign up for our Newsletter

subscribe for latest stories

* indicates required