In last 6 weeks, Zee and Sony have launched several new programmes - Kitty Party, Love Marriage, Lipstick and Aati Rahengi Baharein on Zee TV, Kya Hadsaa Kya Haqeeqat and Bach Ke Rehnaa on Sony. Star Plus on other hand put its classic episodes titled 'The Best of KBC.'

From the viewership trends available, serials on both Zee and Sony have made a slow start. KBC rerun, in comparison, stands tall.

Lets look at the detailed trends

A quick look at Chart 1 below will vouch for our earlier comments. While the KBC rerun featuring Shah Rukh Khan winning 50 lakh rupees recorded a TVR of over 8% (across Hindi Speaking markets), the other three programme on Sony and Zee were close to just 1% TVR.

Kitty Party, on Zee, did slightly better than Love Marriage (on Zee) and Kya Hadsaa Kya Haqeeqat on Sony.

Chart 1: TVR trends for 4 news programmes

Source: TAM
TG: CS, Female, 25- 44 Yrs., AB, Hindi speaking market

What is interesting is to look at how each of the three episodes (Prime time, Late night and Afternoon) of Zee programming fared.

Refer Chart 2. It is clear that the prime time audience is busy watching the soaps on Star Plus and only finds time to sample the Zee fare in afternoon. The ratings for the afternoon episodes in as much as the prime time, in spite of a far higher number of audience subscribing to prime time.

This is also borne out of the fact that almost 30% of Top 20 programme on both Zee and Sony come from afternoon time band. On Star Plus, not a single programme in its Top 20 is from afternoon.

Table 1

Programme	Avg. TVR
BEST OF KBC	8.48
KYA HADSAA KYA HAQEEQAT	1.14
LOVE MARRIAGE	0.75
KITTIE PARTY	1.34

Source: TAM
TG: CS, Female, 25- 44 Yrs., AB, Hindi speaking market
Avg. TVR of last six week episodes

Table 2: Zee TV Programme

Prime Time	Love Marriage	0.75
Late Night	Love Marriage	0.11
Afternoon	Love Marriage	0.76
Prime Time	Kitty Party	1.34
Late Night	Kitty Party	0
Afternoon	Kitty Party	1.26

Source: TAM
TG: CS, Female, 25- 44 Yrs., AB, Hindi speaking market
Avg. TVR of last six week episodes