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Is the TV premiere of 'Ramleela' behind Sony TV's jump in ratings?

28-February-2014
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Is the TV premiere of 'Ramleela' behind Sony TV's jump in ratings?

After spending several weeks in the sixth position, Sony Entertainment Television jumped to the fourth position in Week 8 (February 18-24) of 2014, registering registered its highest TVTs in recent times (Week 8 ratings: Sony TV jumps to No. 4; major GECs lose viewership). The channel’s TVTs jumped from 275 million in Week 7 to 339 million in Week 8.

In an earlier interaction with exchange4media, NP Singh, CEO, MSM Group had admitted, “Our flagship channel has not been doing well over the last one year. Turnaround of the channel is our primary priority.” Other senior sources in the channel had expressed that the fiction content of the channel had not been working well.

What has worked for Sony?
Sony Entertainment TV had the television premiere of the Ranveer Singh-Deepika Padukone starrer ‘Goliyon Ki Rasleela – Ramleela’ on February 16, 2014. As per viewership data sourced from TAM subscribers, the movie garnered 8,900 TVTs.

This has led industry sources to indicate that the movie premiere is the reason behind the jump in Sony TV’s ratings. The channel had undertaken extensive marketing initiatives to promote the movie’s television premiere across media platforms. This, according to industry sources, generated engagement with the viewers.

Sony Entertainment Television did not reply to our queries at the time of filing this report.

 

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