Mythologicals may no longer be the crowd pullers the way they were, but they still draw the masses. With 60% viewers in Sec CDE, they could well contribute to your GRP benchmarks for these target audiences.
Like most mythologicals and their characters, the television avatars of mythologicals too seem to be never ending. Ramayan, Mahabharat and a many others have run more than a few times but have never failed to draw audiences.
That perhaps explains why Channels and producers find them of great value. Zee and Sony though have been focusing hard. Zee TV, as our readers would remember, carried out a mass market campaign couple of months back promoting a few of their serials. The strategy seems to have paid off. Jai Santoshi Ma and Mahabharat have been climbing up the charts ever since. Sony has no less than 3 programmes; Mahabharat, Shree Ganesh and Shree Krishna featuring in the top 20 charts till recently. But Star Plus is conspicuous by its absence.
Peak TVRs
|
Channel
|
Date
|
Days
|
Time Fm
|
To
|
Programme
|
TVR
|
Reach
|
|
DD1
|
25/11/2001
|
Sun
|
9:07
|
9:58
|
VISHNU
PURAN
|
7.11
|
11.15
|
|
Sony
|
20/01/2002
|
Sun
|
8:30
|
9:22
|
SHREE
GANESH
|
3.73
|
7.68
|
|
Zee
|
18/01/2002
|
Fri
|
19:58
|
20:29
|
JAI
SANTOSHI MA
|
3.23
|
7.58
|
|
Sony
|
30/12/2001
|
Sun
|
9:30
|
10:32
|
MAHABHARAT
|
2.95
|
7.44
|
|
Sony
|
06/01/2002
|
Sun
|
7:30
|
8:29
|
SHRI
KRISHNA
|
2.58
|
4.63
|
|
Zee
|
28/12/2001
|
Fri
|
21:59
|
23:00
|
MAHABHARAT
|
2.16
|
7.6
|
|
Zee
|
20/01/2002
|
Sun
|
8:56
|
9:59
|
RAMAYAN
|
1.3
|
4.51
|
|
Zee
|
13/01/2002
|
Sun
|
8:58
|
9:55
|
JAI JAI
JAI TRIDEV
|
1.16
|
4.55
|
Period: 28th Nov ‘01 – 20 Jan ‘02
TG: 25+ yrs, M/F, Sec ABC. C&S homes for satellite channels and all homes for DD
Data Source: TAM India
While these TVRs indicate the viewership levels, audience composition of mythologicals offers interesting profile.
We looked at total viewership of six episodes for 3 serials- Sri Ganesh (Sony), Mahabharat and Jai Tridev (both on Zee).
SEC Profile: About 60% of audience is from Sec CDE. This proportion is higher than that for a serial or a live event. This genre is surely not for the your high profile products.
Age Composition: Contrary to popular belief, almost all age-groups, watch the mythologicals. The age composition chart below shows remarkable similarity in audience sizes across three broad age segments.
We also noted almost same number of male and female viewers for each of the three channels.
