Television

Star Parivaar' tops ratings with 13.6 TVR

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/03/07/TAM%20Media%20Research.jpg?itok=FLGN3dll

MUMBAI: Star Plus' ode to its telly stars - the Star Parivaar Awards - has hit ratings gold, landing itself the first position on the TAM ratings charts, beating back even perennial numero uno Kyunkii Saas Bhi Kabhi Bahu Thi (KSBKBT) into second position.

The show, which aired on 4 June, garnered a TVR of 13.6 in the Hindi speaking markets (HSM) C&S 4+ TG, according to TAM data over a total duration of 244 minutes.

KSBKBT is in the second slot with 13.46 TVR followed by Kahaani Ghar Ghar Ki (KGGK) in the fifth slot at 12.35 TVR.

To put things in perspective, if one flashes back to 2004, Star Parivaar, clocked 14 TVR and was in the 24th position.

Star Plus creative director Shailja Kejriwal points out, "The Star 'Parivaar' has grown bigger and has seen a flurry of new faces joining the family. So, all in all it is a nice mix of old and new. The ratings are astounding, and this gives us the encouragement to make it even bigger next year."

While in the Parivaar's debut year in 2002 the capacity of the event was 500, 2003 the awards doubled its capacity. This year the capacity was further upped to 3000.

Kejriwal adds, "No other event in the country has got this kind of numbers, and we have now managed it for three years in a row. Considering today's fragmented landscape, Parivaar's delivery is commendable."

So, what was really the differentiating factor this time round?

Kejriwal states that this year, the scale of the event was much more grand. Also, the event this time incorporated action driven acts and stunts which had not been done earlier. Production costs were also upped by 20 per cent which translated into upgradation of costumes, sets, acts...

The marketing blitz pretty much followed the same template as last year, although the degree was heightened.

'Har Parivaar; Star Parivaar' which is the base line of the awards was played up with the entire campaign woven across all media. The channel used the 'Jodi Special' as the the driver category to promote the property's interactivity with on ground activities in Delhi and Mumbai. 5.8 million votes came through on ground events and activities by the channel using the push strategy engaging the client in malls and market places.

A special categories card was also designed and was sent to all publications as a PR exercise.

When queried about the place of promos Star India senior vice president marketing and communications Ajay Vidysagar states, "We activated transition bumpers as well as break bumpers for three weeks prior to the airing of the event. This time the frequency was a lot higher and better placed."

Star Plus also hosted a series of Parivaar specials over the weekends and built it into one capsule before the screening of the actual event.

The break-up being:

1) Nomination Special Ep 1

2) Nomination Special EP 2

3) Jodi Special

4) Magic Moments

5) Red Carpet

This was followed by the main event. So, the build up to the actual event was very strong. Looking at other Star property deliveries, the Hindi feature film Main Hoon Na clocked 10.76 TVR, while the Diwali special which showcased TV stars celebrating the festivities of the season called Dhoom Machaley clocked 10.3 TVR. The 11th Star Screen Award brought in 7.3 TVR and the latest Rang Barse, Holi special with the whole TV fraternity clocked 11.3 TVR, according to TAM data in the HSM C&S 4+ TG.

Star's aim is not only to tap the available TVRs but also get in new viewership. As a prelude to KBC 2, both Star Parivaar and the coming IIFA Awards 2005 are positioned as the initial eye-drawers for the weekend.

In terms of sheer revenues,"Parivaar's performance only spells more monies for the channel. The title sponsor being Dabur (Vatika Shampoo) and associates being Faber, Gelusil, Titan Goldsteel, Simba, Phillips, Versa, Everyuth and Godrej Pentacool, Star has in a way managed to prepare its ground for its coming weekend properties," says a media analyst.

As they say, it's getting better all the time!

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/B4U-cause-2.jpg?itok=y2jn2-qM
B4U Social Cause - During corona outbreak

MUMBAI: In the current Scenario when the entire world is waging a war against the outbreak of deadly Novel Corona Virus it is imperative that each and every person pitches in and does their best to contribute in their own capacity to fight this pandemic.

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/Comedy.jpg?itok=4Ak_LwP7
Comedy Central records highest ever rating

MUMBAI: Comedy Central India has recorded its highest ever rating in India (4 MN Tvts), nearly double its previous best, breaking all records and owning the #1 position in the English GEC category. The specially curated property “Quaran-binge” will air a marathon line up of all your favorite shows...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/ndtv.jpg?itok=tMwvcEgK
SC breather for NDTV in tax assessment case; I-T dept issues fresh notice

MUMBAI: The Supreme Court may have ruled in favour of New Delhi Television in tax assessment case; however, the government has sent a fresh notice to the media company in the same regard. On Friday, the apex court quashed the notice of Income Tax Department seeking to re-assess the income of NDTV...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/Colors.jpg?itok=UmfFe42X
BARC week 12: Colors grabs second position on pay platform and urban market

MUMBAI: Colors grabbed the second position in week 12 of BARC India ratings in the urban market as well as on the pay platform. For more than three consecutive weeks, Sony SAB led the urban market and pay platform. In this week on pay platform, Star Plus slipped down to fourth position from second...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/Shemaroo%20Marathibana.jpg?itok=NshgUE4-
BARC week 12: Shemaroo Marathibana enters top five Marathi channels list

MUMBAI: In week 12 of BARC India ratings, the regional market has witnessed a lot of changes. The Marathi market witnessed a new entrant Shemaroo Marathibana at fifth position. As this was also the second week of lockdown to curb the pandemic Covid-19, it has upped the viewership of news channels...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/Miramax-ViacomCBS.jpg?itok=au8EKklY
ViacomCBS buys 49% of Miramax

MUMBAI: ViacomCBS will acquire a 49 per cent stake in Miramax, the Los Angeles-headquartered entertainment company which has been into production and distribution of films and TV shows. beIN Media Group-owned Miramax Films is a renowned global studio with some of the iconic films in its kitty,...

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/04/Kahaan%20Hum%20Kahaan%20Tum.jpg?itok=5Epd9qj-
Star Plus' nine-month long tryst with 'Kahaan Hum Kahaan Tum'

MUMBAI: Production of shows across TV and OTT has halted due to the lockdown. While there is no way to predict when normal functioning will resume, GECs are filling airtime with re-runs of popular shows from the past. One show that just concluded before Covid-19 became a pandemic in India and...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/ekta_kapoor.jpg?itok=Xbzb7xXF
Balaji Telefilms' Ekta Kapoor foregoes one-year salary for workers

MUMBAI: Balaji Telefilms joint managing director and creative head Ekta Kapoor will give up her one-year salary, Rs 2.5 crore, to ensure that her workers will not suffer due to the ongoing lockdown caused by the COVID-19 pandemic. In a social media post she announced that she is doing this so that...

Television Production House Film Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/04/03/asianet.jpg?itok=XzMk61Sz
Asianet to air Walt Disney movies

MUMBAI: Leading GEC in Kerala Asianet is all set to telecast Walt Disney’s all-time great movies from 4 April. Walt Disney Movie Fest will be aired every Saturday and Sunday at 12 noon. The list of world-famous Hollywood titles scheduled for airing in Walt Disney Fest includes: The Jungle Book,...

Television TV Channels Regional

Sign up for our Newsletter

subscribe for latest stories

* indicates required