NDTV Imagine had once triggered the conversation of mythologies making a comeback in primetime programming on Hindi general entertainment channels. The channel can once again be credited for playing its role in drawing attention of programming conversations to marriage-based themes. ‘Rakhi ka Swayamvar’, arguably one of television’s most irreverent reality shows, had opened well for the channel in its debut in early July 2009, and the finale episode has done well for the channel too.
‘Rakhi ka Swayamvar’ finale was a two-and-a-half-hour long episode telecast on August 2, 2009. The recently released TAM Media Research data for week 32 shows that the finale episode clocked in ratings of 8.4 TRPs, where the peak ratings were at 10-plus for the show. The overall score for NDTV Imagine in the week is 141 GRPs, the highest overall weekly channel GRP score that Imagine has seen so far.
Even as a section of critics do state that the channel should have utilised ‘Rakhi Ka...’ finale week to attempt and cross the 150-GRP mark for the channel, most members of the industry were unanimous in stating that these are some of the best numbers that a non-fiction show has seen.
A senior media planner informed, “This is the highest score for a non-fiction show all year. In fact, the panel change in TAM Media Research’s data in 2009 notwithstanding, this is the highest ever that a non-fiction show has rated in the last two years. The show has done very well for NDTV Imagine and proves that the audience is there to bring these kinds of numbers to any channel if the right kind of content is placed.”
At an overall level for the week, Imagine was the No. 4 channel following the top three – Colors (268 GRPs), STAR Plus (266 GRPs), and Zee TV (240 GRPs). Sony continued in the No. 5 spot with 116 GRPs, while sister channel SAB followed with 68 GRPs. Star One is at 53 GRPs and Sahara One is at 27 GRPs in week 32.