Doordarshan (DD), the public service broadcaster, has seen a 58% increase in ratings after a line-up of new shows launched in August.
The new line up of shows that has been supplemented by an advertising campaign, creating an active awareness of the shows includes Ranbheri (started on 15th Aug Sat-Sun 8 pm), Dil Ko Aaj Phir Se Jeene ki Tammana Hai (started on 17th Aug Mon-Fri 9 pm), Kashish se Kaamyabi Tak (started on 16th Aug Sat 10 pm), Beti Ka Farz (started on 24th Aug Mon-Fri 10 pm), and 40 Plus (started on 31st Aug Mon-Fri 8 pm).
According to a BARC ratings research (HSM markets -average rating in ‘000s), the ratings of DD had jumped from 115 in week 32 to 182 in week 33, which is a 58% rise. In week 34 it did see a marginal decline at 174 from 182 previously.
The research also showed the ratings of DD have been on the rise from week 24 onwards which had grown to 49 from 35 in week 23. Week 28 saw it rise to 94 and a few weeks later in week 31 it climbed to 113. The reason for this is the fresh new content introduced recently and the marketing strategy with an advertising campaign to back it up.
These new prime time shows launched in August have helped boost DD National’s ratings. The average ratings between the 8pm to 11pm time period has seen a large rise in ratings in the last two weeks (week 33 and week 34). While in week 13 the average ratings saw the highest at the 8:30 pm slot at 300, in the same time period the ratings in week 33 and week 34 have jumped to a little over 700 rating points. The 9:30pm slot has increased to over 500 rating points in week 33 and 34 from just over 200 rating points in week 13. Even the post 10pm slot has seen its ratings stay well above 400 rating points from a low rating points of below 200 in week 13. Even the afternoon slots between 12:30 pm to 3pm have seen a large rise in ratings.