Afternoons are maturing some more on Indian television. Looking at 2004 figures itself, afternoon viewership shows noteworthy growth. And taking advantage of the increase of viewers on this time-band, STAR Plus is launching a new show from the Balaji stable ‘Kesar’. The show, which used to come on Zee TV as ‘Karvachauth’, from April 19, 2004, replacing Shagun, which channel officials inform, was not delivering for the channel.
The afternoon figures for STAR on the whole is an encouraging indication of the kind of numbers that programmes in this time band can gather. With the four original afternoon serials doing well for the channel, STAR only has more reasons to spruce up the slot some more.
Looking at figures, afternoon warms up with Kasautii… at 12.30 PM giving way to Kumkum. The serial has been on a high on the channel registering a consistent growth. Observing the figures of the last four weeks for target CS 4+ of the Hindi speaking market for the period March 8, 2004 to April 1, 2004, the weekly average TVRs of 10.97, 11.86, 12.74 and 12.56 respectively are way higher than most programmes in the evening primetime slots. These figures equate, if not exceed the figures of STAR 9.00 pm weeklies.
Even Bhabhi’s weekly average figures 7.37, 7.7, 8.23 and 7.8 in the last month’s report card means significant audience. Kabhi Aaye Na Judaai throws average ratings of 4.36, 4.58, 4.56 and 4.79. Coming to the ratings of Shagun, last month’s figures are 4.29, 3.99, 4.32 and 5.04.
“Shagun’s figures itself for afternoon, are good but not good enough for STAR,” explains Deepak Segal, Sr. VP, Content and Communication, Star India, “The serial’s graph was flattening and so it made sense to replace it.”
But the channel could have increased original programming in the afternoon by replacing one of the repeats? “We would have to replace Shagun sooner or later. The repeats are doing very well for us and from the investment point of view also, this was a better decision.”
As to how did the serial find place on STAR when it was scheduled to be on ZEE TV, Rajesh Pavithran, COO, Balaji Telefilms informs that the deal did not quite work out with the channel. STAR, obviously took advantage of the situation and got itself the re-christened ‘Kesar’.
It would be interesting to watch how the show performs on the channel — would Zee regret letting it go? Well, we would have to wait a wee bit more to find out!