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3rd Annual Music Awards delivers for ETC Punjabi channel

3rd Annual Music Awards delivers for ETC Punjabi channel

Author | Sumita Patra | Thursday, Mar 30,2006 9:57 AM

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3rd Annual Music Awards delivers for ETC Punjabi channel

The 3rd annual Music Awards that ETC Punjabi had initiated on March 18, 2006 has delivered for the channel. In terms of channel share, ETC Punjabi has beaten general entertainment channel Sony when it aired Pond’s Femina Miss India, effectively taking a lead over Sony on that day in Punjab, Haryana, Chandigarh and Himachal Pradesh.

According to the TAM numbers provided by ETC, for the TG C&S SEC ABC 15+ in markets like Punjab, Haryana, Chandigarh and Himachal Pradesh, ETC got 74 per cent channel share, while Sony got 26 per cent share in the time period (approximately 8-1 pm).

Elaborating on what clicked for the channel, Rabindra Narayan, President, ETC Punjabi and Business Head, Zee Punjabi, said, “What has worked are better performances, local flavour and a whole lot of emotions. Today, it is very important to connect with the viewer on emotional level and give what they want.”

Rajiie B Shinde, Programming Head, ETC Punjabi and Zee Punjabi, said, “I think, keeping in view the target audience, we had better content. The entire industry was there. And how can you compare the Grammys of Punjab with anything else? Everybody connects with it.”

But shouldn’t the channel be concerned given that the initiative is a one off thing and doesn’t really bring a permanent gain to the channel? Narayan replied, “It is the only channel doing awards for the Punjabi music industry and let me make it clear that it is our annual property. We did it successfully for the third year in running. Ours is the only channel that gives this kind of exposure to Punjabi industry.”

Added Shinde, “It’s not only the channel but the entire Punjabi industry that gets the exposure. It sets the trend for the entire year. It brings in whole lot of long-term loyalty.”

However, according to a Sony spokesperson, who refused to be named, for a regional channel the footprint was defined by the zone it catered to. The channel is quite satisfied with the way it performed in the whole region among its core audience. According to them, Punjab should be viewed in totality.

Media planners are not surprised by the numbers. Navin Khemka, Vice-President, Zenith Optimedia, said, “It’s not very surprising. The channel captured the local flavour of that market. Music is very close to the heart of Punjab. The music award is one of its kind and is one of the key programmes of the channel.”

He further said, “Femina Miss India appeals to select audiences in key metros. Sony is of course a bigger platform, but viewers these days look for programme loyalty rather than the channel. The programming option is important for the viewers these days.”

Bhavana Mittal, Media Director, Cheil Communications, said, “It’s a localised event and music in Punjab will be of course much better. It’s not surprising that a local event has performed better, unlike Femina Miss India, which is an urban metro phenomena and is more classy.”

Since innovations are the mantra of the day, wherein award ceremonies and reality shows work well for channels these days. So, what’s next for ETC Punjabi and Zee Punjabi? Said Shinde, “We do have new programming initiatives. We will be producing films and even marketing them. While lots of new properties are also scheduled, we will talk about them at the right time. Right now we are coming with a new talent hunt and reality show for Zee Punjabi.”

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