The NDTV Imagine graph is setting a positive trend for itself. The channel had begun with 55 GRPs (gross rating points) in its launch week, which has now gone up to 87 GRPs. In the latest TAM week, for the C&S 4+ in the Hindi speaking markets, the channel has claimed the No. 3 slot – Sony Entertainment Television, which is in the fourth position this week, has got 73 GRPs in the Hindi general entertainment channels (GEC) genre.
For its launch week ratings, media analysts had stated that NDTV Imagine had opened to a good base, and that it was already close to the Tier I Hindi GECs. This week, the channel’s driver show, ‘Ramayan’, has averaged at 2.3 TVR, registering growth over last week. ‘Say Shava Shava’ has ended with a 1.1 TVR, while ‘Dharam Veer’, too, has grown to get episodes ratings above the 1 TVR-mark as well. ‘Nachle Ve with Saroj Khan’ is delivering in the Hindi heartland to get ratings crossing the 1 TVR-mark as well.
A format show that debuted on the channel in February, ‘Dhoom Macha De’, has opened to a 0.9 TVR over a three-hour telecast. The show was competing with weekend content like Zee’s ‘Sa Re Ga Ma Pa’ and Star Plus’ ‘Star Voice of India’. In all, NDTV Imagine viewership has grown by 63 per cent from last week. At an all-day, all-week level, the channel has beaten most to be in the third slot, and has now introduced the one-hour weeklies, a schedule that Star Plus had let go of some time back.
Many media observers see this one-hour weekly format also as a risk of sorts, and raise questions whether the channel would be able to bring back audiences every day with different shows on every day of the week.
Interestingly, 9X, too, has registered some increase in its GRPs over the last week. Even though Zee Next still has to make a mark, NDTV Imagine is an example that new players in this intense genre too can find their place. The game sure is about the survival of the fittest, but it would be interesting to see now, how the industry debate on the “increasing clutter” in the Hindi GEC genre changes from here.
NDTV Imagine’s faith in ‘Ramayan’ pays off in opening week’s ratings