Television
Report on Hindi News Viewership

Balaji Telefilms' 'Naagin,' a slithering success for Colors

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MUMBAI: Balaji Telefilms’ fiction show Naagin has swiftly slithered above competition with its special effects, storyline and star cast. Just 30 episodes old, Naagin has left behind all the saas-bahu dramas and has been the number one show with maximum ratings proving to be a game changer for Colors.

In the first week of launch itself, the weekend fiction show Naagin overtook the top five programmes on Hindi general entertainment channels (GECs). Additionally, Naagin also became one of the first weekend shows, which totted more ratings than top rated weekdays shows.

A source close to the development informs Indiantelevision.com that the per episode expenditure of the show is between Rs 20 - 25 lakh. On the ad rates front, Naagin commands Rs 1.5 lakh for a 10 second slot.

Colors has roped in Chutki as the presenting sponsor for the show.

A media planning expert on condition of anonymity said, “Fifty per cent of the ad inventory must have been allotted to the sponsors and the remaining 50 per cent is what Colors is selling at around Rs 1.5 lakh per 10 second. My assessment suggests that from the 50 per cent, Colors could easily be raking in around Rs 50 lakh, which is a great number and that is why we are seeing multiple channels bringing in the same concept in different ways.”

Though the concept is not new to the audience, Balaji Telefilms’ portrayal of the story is commendable, which is what sets it apart from the others. The show is loaded with outstanding VFX effects, offering an authentic film-like experience, which only means more cost.

Another senior media planner opined, “Just because one show is working, we cannot generalise. Different genres are working so the content has to be strong, interesting and has to be told in a different manner. That said, if Naagin is working, it doesn’t mean that the supernatural trend is working on Indian television. It has a supernatural element but it's all about the presentation and storyline, hence everything has to work together.”

As was earlier reported by Indiantelevision.com, Naagin glided to the numero uno position in the Top 5 programs on Hindi GECs with 15676 (‘000s) in its launch (week 44 of 2015) beating Star Plus’ prime time show Saath Nibhaana Saathiya, Zee TV’s Kumkum Bhagya, Colors’ weekday prime time show Sasural Simar Ka and Zee Anmol’s Ek Se Bhale Do. Naagin show saw a rise in ratings in its first day telecast in its second week (week 45) with 16,741 (‘000s) while on the second day telecast, the ratings fell to 12,761 (‘00os).

That said, according to the latest week BARC India ratings data (week 6 of 2016), Naagin is still comfortably coiled on top of the chart with 20680 (‘000s).

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