Top Story

e4m_logo.png

Home >> Media - TV >> Article

... as ‘Bigg Boss 4’ pips the Games to the ratings post

11-October-2010
Font Size   16
Share
... as ‘Bigg Boss 4’ pips the Games to the ratings post

In the past month, both the Commonwealth Games and ‘Bigg Boss - Season 4’ were pretty much omnipresent in the media, albeit for different reasons. While the media focused on the controversies and corruption surrounding the CWG, they were all praise for the promotions for ‘Bigg Boss 4’, which is hosted by Salman Khan.

‘Bigg Boss 4’ debuted the same day of the Games’ opening ceremony – on October 3, 2010. While the opening ceremony started airing at 5.30 pm on DD1 and DD Sports, ‘Bigg Boss 4’ started airing at 9 pm on Colors.

As per the data released by TAM, the opening ceremony of CWG received a TVR of 1.85 on DD1 and 1.43 TVR on DD Sports (C&S 4+, Market - Delhi, Mumbai and Kolkata).

‘Bigg Boss 4’ opened with a rating of 6.01 TVR (C&S 4+, Market - Delhi, Mumbai and Kolkata), the highest ever opening for the reality show. Season 1 of ‘Bigg Boss’ had got a TVR of 3.61 TVR (C&S 4+, Market - Delhi, Mumbai and Kolkata); Season 2 got a TVR of 2.79 (C&S 4+, Market - Delhi, Mumbai and Kolkata); and 5.42 TVR for Season 3 (C&S 4+, Market - Delhi, Mumbai and Kolkata). The first season was telecast on Sony Entertainment and was hosted by Arshad Warsi. The subsequent seasons were telecast on Colors and were hosted by Shilpa Shetty, Amitabh Bachchan, and now Salman Khan.

Commenting on these numbers, Sushma Y Jhaveri, Senior VP, Carat Media India, said that while the ‘Bigg Boss 4’ TVRs were very good, she doubted if one had expected better than these numbers for CWG. “The inaugural night of CWG was not that publicised in terms of content, whereas enough airtime was spent publicising ‘Bigg Boss’ and Salman Khan,” she added.

Similarly, Avinash Pillai, National Buying Head, Mediacom, also felt that the timing for ‘Bigg Boss’ was perfect considering that it had just started airing, and after the success of ‘Dabangg’, audiences would tune in to watch Salman. “The interesting promos also drew in a lot of audience,” he said, adding, “However, the ratings for the episodes where Salman will not be present are bound to be a little lower.”

He also felt that the ratings for CWG were extremely good and that these numbers were significantly higher than the average ratings that the shows on DD got. “A lot of new audience wanted to see the CWG opening ceremony and these people are not the regular audience for DD,” he noted. Supporting that, Pillai added that the C&S audience only minimally tuned into DD (maybe for cricket matches) as they had a plethora of other choices available.

However, he added, the advertisers’ interest in CWG is quite low as they have preferred to stay away from the event due to the negative publicity.

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

There was reportedly an altercation between the two in Bodhjung Nagar, Tripura

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017