New kids on the block: Star's Everest and Zee's Aryan get audience nod
Many new series have recently premiered on Hindi GECs in the last few weeks. This included Everest, Maharakshak Aryan, Dil Se Nachein Indiawaale, Itti Si Khushi, Tum Aise Hi Rehana, Ajeeb Daastan Hai Ye and Comedy Classes. We take a look at how the new kids on the block are performing in terms of ratings according to data sourced from TAM subscribers.
Star Plus, at the top, had launched the much publicized fiction show written and directed by award winning film maker Ashutosh Gowariker called Everest. This finite fiction show that follows a young woman’s journey to conquer Mount Everest differentiates itself from all other fiction shows on Hindi GECs. With approximately 100 odd episode series, it may have not have been able to scale very high at the start but in the two weeks since its launch but it has managed to gather ratings. In week 45 (November 2 – 8, 2014) the first week on the launch of the show, the show managed to get 2.8 TVTs. However, in the following week, week 46 (November 9 – 15, 2014), it managed to increase to 3.1 TVTs.
Zee TV too went with a fiction genre but went it in a different direction. This fantasy fiction Maharakshak Aryan had a good start when it launched in week 44 (October 26 – November 1, 2014). The fiction show, which brings out the super hero in an average youth, in the first week raked in ratings of 3.2 TVTs. In the following week (week 45) it however dropped marginally to 3.0 TVTs. In week 46 it essentially stayed the same at 3.0 TVTs.
Another show launched by Zee TV a few weeks ago was a non-fiction dance show with the idea to showcase every common person’s ‘Happy Dance’. Called Dil Se Nachein Indiawaale, the show hosted by Shah Rukh Khan and the stars of the movie Happy New Year, had a decent start impact but has however failed to grab more viewer attention, proving once again it requires more than just celeb power to boost ratings. In week 41 it managed to bring in 2.7 TVTs, while in week 42 it dropped to 2.2 TVTs. Further in week 43 it dropped to 2.0 TVTs but managed to pick up ratings marginally in week 44 to 2.4 TVTs and further increase back to 2.7 TVTs in week 45. However, in week 46 it dropped to 2.4 TVTs.
Sony Entertainment Television (SET) launched two new shows recently, both of which are fiction genre and both soaps. This change non-fiction to mainly fiction may have come as the show Kaun Banega Crorepati too seemed to have lost the charm it once had with the audience. The first, Itti Si Khushi, has failed to gather much audience attention as it started off with 0.9 TVTs in the first week of launch (week 40). In the second week (week 41) it dipped to 0.8 TVTs and stayed put at 0.8 TVTs in week 42. In week 43 it further dropped to 0.7 TVTs and kept slipping further to 0.6 TVTs in week 44. However, it managed to regain some strength and increase to 0.8 TVTs in week 45. Finally, in week 46 it slipped to 0.7 TVTs. The second show of SET which premiered on November 10, 2014, Tum Aise Hi Rehana in its first week (week 46) got off to a slow start and recorded 0.8 TVTs.
Life OK launched two new fiction shows in week 41, Ajeeb Daastan Hai Ye and Comedy Classes. Though Ajeeb Daastan Hai Ye starring Sonali Bendre is a finite soap, Comedy Classes is Hindi sit-com. While Ajeeb Daastan Hai Ye got off to a slow start bringing in only 1.2 TVTs, Comedy Classes in its first week showed promise and brought in 2.0 TVTs. However, in week 42 Ajeeb Daastan Hai Ye managed to stay the same at 1.2 TVTs, while Comedy Classes slipped to 1.8 TVTs. Both suffered losses in week 43 as both dropped ratings to 1.0 TVTs (Ajeeb Daastan Hai Ye) and 1.5 TVTs (Comedy Classes). In week 44 both increased in ratings, Ajeeb Daastan Hai Ye increased to 1.4 TVTs and Comedy Classes to 1.8 TVTs. While Comedy Classes climbed further up in week 45 to 2.1 TVTs, Ajeeb Daastan Hai Ye declined to 1.3 TVTs. In the current week 46, both increased marginally to 1.5 TVTs (Ajeeb Daastan Hai Ye) and 2.1 TVTs (Comedy Classes).
Star Plus has kept the experiment ball rolling with the new fiction show Everest on a channel which was known earlier for its saas-bahu soaps. Although another different fiction show launched, Airlines, by them a little earlier does not seem to be faring well, Everest seems to doing much better. The channel has however not been successful recently with its non-fiction content, namely the show India’s Raw Talent which has lagged at the bottom of the table.
While Zee TV’s non-fiction show Dil Se Nachein Indiawaale may have not done extremely well, it has managed to gain a stable viewership. The channel has however performed much better with its fiction content in Aryan. It has managed to get a decent number of viewers for the past three weeks despite its differentiated content.
SET may have chosen soaps to feature on its channel but they do not seem to get much traction from viewers. It remains to be seen if they manage to get more eyeballs in the weeks to come. Till then the channel struggles to climb the ratings table.
Life OK on the other hand is trying a mixed approach of launching a finite fiction show and also launching a comedy show. The channel which is looking to have different type of content onto the channel seems to be doing reasonably well and is climbing up the ladder.
While some shows may have gotten off to a better start than others it waits to be seen who will end up a success in the long run.
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