Events and movies are indeed the weekend game for mass entertainment channels. TAM Media Research numbers for the movie ‘Dhoom’ on Sony and STAR’s mega event ‘STAR Parivaar’ bear witness to this.
‘Dhoom’ was aired on March 29 and the channel had gone all out with the promotions for the movie. Ratings indicate that all efforts have paid off. The movie has given the channel one of the highest numbers that any movie has delivered for Sony with a TVR of 7. Sony managed a channel share of 32.7 per cent during the telecast of the movie vis-à-vis STAR Plus’ 5.82 per cent and Zee’s 9.69 per cent.
“It is one of the greatest products from the Yashraj library we have, and we have done quite a lot both in terms of on-air promotions and off-air marketing. The numbers justify these efforts,” said Tarun Katial, EVP and Business Head, Sony Entertainment Television.” It has also changed the benchmark for the channel, which has other movies like ‘Hum Tum’, Veer Zaara’ and ‘Page 3’ lined up.
As for STAR Parivaar, that was telecast on the following weekend on June 4, the leader commanded over 50 per cent of television share. With a rating of 13.49, STAR Plus had a substantial 53.78 per cent on a Saturday, in comparison to Sony’s 4.32 per cent and Zee’s 3.05 per cent. In terms of the ratings that STAR Plus, itself has thrown in the last week, Parivaar tops the charts.
STAR Plus has managed to make more from Parivaar awards this year. Apart from the main event itself, the related properties the channel created has also delivered. STAR Parivaar Jodi, telecast on May 21 delivered a 6.81. The Red Carpet airing on June 3, 2005 delivered a 3.49. Even the nomination episodes delivered an average of 3 plus. All of these have been aired on weekends.
Commenting on this Shailja Kejriwal, Creative Director, STAR Plus, said, “Honestly, I am more than happy with these numbers, especially after the changes that recent survey has shown in terms of the C&S growth and change in the media landscape. The show has rated better than last year’s ratings and not to mention over a period of over four hours –these are simply great numbers.”
STAR Parivaar has given the channel as many as 5.8 million votes, which is twice more than what the channel experienced last year.
The next to take STAR weekends would be the IIFA Awards, which will take the next few weekends on STAR Plus. June 11 and 12 had seen the IIFA 2004 Review. Flashback and Countdown is scheduled for June 18 and 19. For the June 24-26 weekend, the channel has planned more IIFA-related content, which would culminate with the awards ceremony.
The channel is indeed ensuring that the games are set well before ‘KBC 2’ hits the screen.