STAR One’s star property, ‘Nach Baliye’, culminated amid significant word of mouth and much press attraction. The numbers for the entire show are finally here and data indicates that once again the property has helped the channel beat the likes of Sony TV, Zee TV and Sahara One.
TAM Media Research shows that for the target C&S 4 plus in the Hindi speaking markets, the performance episode, which aired on Thursdays, have week on week maintained a 4 plus TRP, the final three weeks delivering 4.69, 6.13 and 7.17, respectively. The reality episodes – on Tuesdays and Wednesdays – have maintained a 1 plus TRP. In the SEC ABC 15-34 and in the female TG, the ratings of the final episode are as high as 10 plus.
The channel had played the ‘Nach Baliye’ marathon on November 12, 2005 and the day has given it an overall rating of 1.63.
Needless to say that STAR India is very happy with the numbers. “The show has been delivering from the word go and as was expected, the finale has given the channel a huge boost,” said Ajay Vidyasagar, EVP, Marketing and Communication, STAR India. “We have beaten Sony and Zee TV and in the case of the latter, we have been doing so for a while now. The show has been a success in every sense of the word,” he added.
Did the channel have higher expectations considering ‘The Great Indian Laughter Challenge’ finale rated a 10 plus in the CS4+ TG? Vidyasagar replied, “You mustn’t forget that this was a long episode. A 7 plus for three hours and 30 minutes is no small achievement. In a half hour or a one-hour episode, the ratings would be way higher. The slot has been developed brilliantly with ‘Nach Baliye’ and is ready for the soap ‘Yeh Di Chahe More’ to take over. ‘Nach Baliye’ has done what it was brought in to do.”
Vidyasagar further said that the year had been a good one for STAR One on the whole. He said, “Right from the beginning of the year, we have gradually increased the threshold level of the channel and shows like TGILC established the distinct entity of STAR One and made it a household name. Nach Baliye added to this. The aim of the channel is to be the number two Hindi general entertainment channel, and we achieved this in the last week – irrespective of the parameter. I think it’s been a great year for STAR One.”
It has been observed that so far on STAR One, dailies like ‘Remix’ and the recently added ‘India Calling’ and ‘Darna Mana Hai’ haven’t really done as well as shows like TGILC and Nach Baliye. However, this doesn’t shake the channel’s belief in the fact that steady growth for the channel will come from soaps. How the channel manages this, is quite a watch.
Our typical marketing budget is usually 10 per cent of the topline spend