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Afternoon band opens well for Colors, but declines in second week

05-March-2010
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Afternoon band opens well for Colors, but declines in second week

The primetime band of Colors continues clocking significant TRPs for the channel, and to add to that, the channel had forayed into original afternoon programming last month. Colors started its afternoon programming, called ‘Saanjhi Dopahar’, on February 15, 2010. There are currently two shows in this time band - 'Agnipareeksha Jeevan Ki… Ganga', which is telecast at 1.30 pm, and 'Aise Na Karo Vidam’, which is telecast at 2 pm. Colors is planning to extend its afternoon time band by launching one more new show, called ‘Thoda Hai, Aur Thode Ki Zaroorat Hai'.

In its opening week, 'Agnipareeksha Jeevan Ki… Ganga’ got 1.17 TVR (CS 4+), while ‘Aise Na Karo Vida' got 1.32 TVR (CS 4+). And in the CS 25+ Female TG, which is the core group for afternoon viewership, ‘Agnipareeksha Jeevan Ki... Ganga’ got 1.97 TVR and ‘Aise Na Karo Vida’ got 2.15 TVR.

In the second week, however, the ratings have declined for both the shows. While 'Agnipareeksha Jeevan Ki… Ganga’ got 0.83 TVR (CS 4+), ‘Aise Na Karo Vida’ got 0.93 TVR (CS 4+).

The performance of these shows might also be the reason why Colors has slipped from its numero uno position for the first time this year. In week 8, Star Plus has garnered 300 GRPs, while Colors has 286 GRPs.

However, Ashvini Yardi, Head - Programming, Colors, is optimistic about the new shows and said that they had debuted as per the channel’s expectations. She added, “Fiction shows take longer to show true impact. Usually, we allow a fiction show a window of 3-4 months as the audience needs time to be able to relate to the shows and identify with the characters. So, in the second month, too, we'll be focusing on driving sampling to pull in more viewers.”

The repeat of primetime shows in the afternoon band on Colors is still fetching high TVRs. ‘Balika Vadhu’, for instance, has a repeat telecast at 1 pm and got a rating of 1.31 TVR (CS 25+ Female). Similarly, ‘Na Aana is Des Laado’, which is telecast at 2.30 pm, managed an average rating of 1.84 TVR.

Prior to the launch of Color’s afternoon band, ‘Balika Vadhu’ was telecast at 2 pm. The average ratings of ‘Balika Vadhu’, January 18 to February 12, is 1.23 TVR (CS 25+ Female). These ratings are better than the first two weeks’ ratings of the new afternoon shows.

Besides Colors, Star Plus is the only Hindi GEC to have original programming in its afternoon slot. ‘Hamari Devrani’, which is telecast at 1.30 pm on Star Plus, has a rating of 2.86 TVR (CS 25+ Female), while ‘Raja Ki Aayegi Baarat’, which is telecast at 2 pm, has a rating of 2.64 TVR (CS 25+ Female).

Zee TV has repeats of its primetime shows in its afternoon time band. ‘Yahan Mein Ghar Ghar Kheli’ is telecast at 1.30 pm and has a rating of 0.77 TVR (CS 25+ Female), while ‘Pavitra Rishta’, which is telecast at 2 pm, has a rating of 1.32 TVR (CS 25+ Female).

Colors afternoon will increase: Media Experts

Nikhil Rangnekar, Executive Director, India West, Starcom Worldwide, noted that a lot of primetime shows on GECs did not even getting a rating of one. Therefore, as compared to that, this performance was decent.

He added, “There might be enough viewers who watch GECs during primetime, but can’t watch all the soaps they want since they can barely catch 2-3 shows in the evening. These viewers might be watching the repeats of the top serials they have missed out on and hence, repeats get ratings in the afternoon. Therefore, there might not be too many takers for original content in the afternoon.”

Having said that he added that if the story of these original programming was good, then there was no reason why the TVRs couldn’t grow in the next few weeks.

Sai Nagesh, COO, Dentsu Media India, is more optimistic about the numbers and said that a rating of one and above was much sought after by advertisers even in the primetime band.

He explained, “Competition in this time band comes from not just original programming on other channels, but also from repeats of popular primetime programmes. The repeats of these popular primetime programmes themselves are not more than 1.5 in most cases. Hence, the debut rating of the Colors’ programmes is very impressive.”

According to Anamika Mehta, COO, Lodestar Universal, the debut number for these shows were reasonable. She said, “Over time, these numbers will pick up and these shows will be direct competition to the shows on Star Plus. During the IPL season, the shows in the afternoon band will gain even more numbers as women will need their daily dose of soaps and the primetime slot will experience distorted viewership.”

Colors began its afternoon band a year after the channel’s launch. So far, it was airing only repeats of shows like ‘Balika Vadhu’. With the launch of fresh shows, fresh investment has been made in the afternoon timing. However, it is only the second week and is still a wait and watch on whether the afternoon band shows returns on investments that the channel has made.

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