The new launches on STAR Plus (‘Dekho Magar Pyaar Se’) and Sony Entertainment Television (‘Hum 2 Hain Na’ and ‘Ayushmaan’), have extracted mixed reactions from the media. TAM Media Research’s opening numbers indicate that while the shows haven’t managed to deliver as per expectations, the trend largely observed is a positive one. Channels, needless to say, are satisfied.
Beginning with numbers, Dekho…, for the TG CS4+, in the Hindi Speaking markets opened to 4.41, the following episodes giving it 3.29, 4.93 and 4.46. While it didn’t have much opposition in this week, from August 2, it saw competition in Sony’s ‘Hum 2….’and ‘Dekho…’ managed 4.51, 4.6, 4.44 and 4.91 in this week.
‘Hum 2…’ on the other hand, opened at 1.76 and moved on to 1.68, 1.37 and 1.38. However, in the kids’ target group, the programme manages an average of 2-plus. ‘Ayushmaan’, despite being pitted against STAR’s ‘Kasautii Zindagi Kay’, manages 1.91, comes down to 1.76 and 1.55 and moves up again to 1.99. In the youth target, the show opens at 2.46 and goes on to 1.81, 1.9 and finally reaches 2.07.
STAR India is excited. Says Deepak Segal, Sr VP, Content and Communication, Star India, “I am very happy with the ratings, more so in the second week, when there is competition. In terms of numbers, earlier shows like ‘Krishna Arjun’ and ‘Kyun Hota Hai Pyaar’ were giving us diminishing returns. Now with Sonpari, adding to the weekend line-up, and these ratings together, we have a good TRP spread.”
Speaking more on the 8.00-pm slot, Segal shares that the slot has the potential to give ratings as high as 9, “Our 8.00 pm show is strong enough to give such numbers. Even if we manage a 6.5 or 7 here, it is very good. I think, launching the show, when we did, too has really helped us hook the audience.”
At the time of filing the story, Sony officials were not available for comments.
The media had expressed excitement when the new shows were launched citing that this only meant increasing the viewerbase on Indian television. While the shows have managed such ratings, media professionals have mixed opinions about it. Gautam Rajagopal, Manager, (Broadcast Investments), Starcom, shares, “Of the new shows, while in terms of numbers, ‘Dekho…’ might not be up to the mark, the fact that it has been on a positive graph is good. On the other hand, ‘Hum 2…’ shows a negative graph in the first week. We still have to see if these numbers pick up. Ayushmaan, however, bounces back end of the week and does show a 2-plus average in the youth target. So, this too is a positive sign.”
Navin Kathuria, Media Group Head, Media Direction, too is of almost the same opinion. Sharing more on the slot, he says, “The audience on the slot was shrinking. STAR was the only contender here, with Sony showing ‘Chandrakanta’ and Zee’s new attempts not delivering. With the slot itself losing out, these numbers coming in are good, but below expectations.”
He explains that given the marketing, promotion and existent viewerbase of the respective channels, expectations from ‘Dekho’ were set in the region of 5.5 to 6-plus. For ‘Hum 2..’ and ‘Ayushmaan’, the expectations were around 2 to 2.5 and more in respective kids and youth target.”
What are they expecting from the shows now? “Dekho will pick up going forward. If ‘Hum 2’ and ‘Ayushmaan’ generate even 2.5 to 3 consistently, that would be very good,” replies Rajgopal.
Kathuria expresses, “Dekho looks like the kind of programmes which have slow pick ups. ‘Hum 2’ is dealing with the kids’ target, which narrows the appeal, so we have to still see how action unfolds there. As for ‘Ayushmaan’, where the programme has broader appeal, the channel might have to revisit the finer aspects of the show so that the audience understands and relates with the show better.”
Of late all these shows have seen considerable share of voice in the market. What is interesting about these ratings is that where Sony shows deliver these numbers, in comparison to the otherwise minus-1 numbers on the slot, they haven’t managed a decrease in STAR numbers. Neither is there a decrease in the shares of the other Hindi mass channels. In totality, this would mean more eyeballs coming on the slot. For the audience, this means more choice, for the 8.00 pm band, this is an uplift and for the Sony-STAR battle, this means more fireworks.