After the departure of KBC many feared that Star's prime time dominance would be under threat. If latest TAM numbers are any indications, those fears weren't exactly unfounded.
Recent exit of immensely popular KBC has put immense pressure on Star Plus to match up the high expectation from 9 pm slot. Kamjor Kadi Kaun and other replacement programming like Sanjivini hasn't exactly set the market on fire. That has given chance to rival Sony. Sony has been quick to capture this opportunity with two Bala ji soaps, Kkusum and Kkutumb and now has a higher channel share than Star Plus.
During the 9-10 Pm band, Mon-Thu, Kkusum and Kkutumb, the two strongest programmes on Sony, have over the past few months seen viewer ship increasing steadily. Star Plus on the other hand has been on a launching spree with no less than 4 shows being launched for 9 to 10 pm. Kamzor Kadi hasn't performed up to expectations, Sanjivni though has started on a good note hasn't had a strong going off late. A look at the TVRs for Mon-Thu for Week 5 (27th Jan-02nd Feb) and one can see the trend.
TG: 15+, Females ABC HHS, CS Markets: Hindi Speaking Belt
Sony due to its two high viewer ship properties has taken a lead in this time band. The channel had been threatening Star's dominance in the band ever since KBC exited but finally caught up with the leader in Week 47 last year. This coincided with the launch of a few new programmes on Star and the launch of Kkutumb on Sony.
TG: 15+, Females ABC HHS, CS Markets: Hindi Speaking Belt
Its important to note that Sony is not leading in all markets. Star continues its dominance in Ahmedabad and UP Rest.
| |
Wk 05-2002 TVRs (9-10 Pm, Mon - Thu)
|
| Channel |
Mumbai |
Delhi |
Kanpur |
Ahmedabad |
Ludhiana |
MAH rest |
UP rest |
| Sony Enterta |
16.38 |
9.11 |
14.39 |
10.29 |
8.89 |
5.66 |
5.75 |
| Star Plus |
5.29 |
10.79 |
12.92 |
16.72 |
6.58 |
7.51 |
7.44 |
| Zee TV |
2.99 |
3.39 |
4.76 |
2.34 |
2.86 |
1.93 |
2.80 |
Star still remains strong in the other prime time bands. 10-11 pm is completely dominated by the channel as is the 8-9 band.
Star's two most hot properties Kyunki.. and Kahani….during the 10-11 Pm band have been quite stable over the last year or so. In the 8-9 Pm band too Star has a strong property in Kasauti Zindagi… which dominates the ratings.
While this is only a beginning, Star Plus quickly needs to figure out ways to capture the slot that made channel a commanding leader- 9 baje.
