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Colors extends ratings earner Naagin by a month

12-May-2016
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Colors extends ratings earner  Naagin by a month

The popular weekend show on Colors--Naagin, has remained unshaken at the top of the Hindi GEC viewership charts ever since its launch. The one hour fiction-finite show, which was launched in November last year, was supposed to go off air this month. However, owing to the high TRPs it has been garnering, the channel has decided to extend the show by a month.

The show was initially planned for 34 episodes, but now due to the extension, it is supposed to continue till mid-June. We tried reaching out to the channel, but there was no response till the time of filing the story.

TRP Factor

Naagin is telecast on every Saturday and Sunday at 8 pm on Colors.The format of the show, along with the storyline, revolves around a female snake who can change her form according to her will ('Ichchhadhari naagin'), and is the reason for the immense popularity of the serial.

According to week 17 of the BARC data, Naagin topped the chart with 16,319 impressions. However, for week 16, it dipped a bit, yet retaining the number one spot at 15,787 ratings. It had acquired 16,488 impressions for the week previous to that (week 15).

Week 17:

Week 16:

Week 15:

New show

Promos of the channel’s new show Kavach…Kaali Shaktiyon Ki, produced by Ekta Kapoor, under Balaji Telefilms are already on air. According to reports, it will replace Naagin and it will be a 32-episodic series based on a love-cum-horror theme, wherein the female protagonist will be shown defying odds to bring back her husband’s life.

Click here to watch the promo:

Competition

Right now, there is a lot of competition in the weekend Hindi GEC space. With the launch of much hyped ‘The Kapil Sharma Show’ on Sony TV at 9pm, Colors got back ‘India’s Got Talent’ to counter its popularity.

According to the BARC data, for week 17, Sony got 156,700 impressions on the back of the Kapil Sharma Show, compared to the previous week, when it had acquired 98,589 impressions. By extending its show Naagin, Colors’ strategy seems to focus on retaining eyeballs and not slip the rankings chart, at a time, when competitors too have strengthened their weekend programming.

The weekend programming has got intensely competitive with some newly launched reality shows. &TV has got the much awaited Indian version of the American dance show ‘So You Think You Can Dance’ at 9pm.In the month of March, Zee TV got back their popular singing reality show ‘Sa Re Ga Ma Pa’ after a gap of 4 years which is aired at the 9:30 pm slot during the weekends. For the 9pm slot, the channel has their popular fiction show ‘Kum Kum Bhagya’. While, Star Plus has extended their daily shows to the weekend and has popular shows like ‘Diya Aur Baati Hum’ and ‘Yeh Rishta Kya Kehlata Hain’ running at 9-10pm slot. 

Naagin has helped Colors climb the ratings chart every week ever since its launch, it will be interesting to see if the channel can sustain the same momentum once the show goes off air. 

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.