These days the channels are focussing on the housewives and the afternoon slot. On an average over 30-35 shows in the afternoon time band are on the Top 100 AC Nielsen's TAM ratings chart.
Take Star Plus for instance. According to the TAM numbers for the week between August 25 and 31 in cable and satellite households across 24 panels, out of its 59 top shows, close to half the programmes are in the afternoon time band. And some of the shows such as `Shagun' or `Bhabhi' on Star Plus rake up higher viewership ratings than programmes on prime time in other entertainment channels.
This has prompted channels to come up with exclusive programmes for the housewife.
Hence, the afternoon zone is full of `saas-bahu' sagas on some channels like Star Plus and Sony. Others such as Zee and Sahara offer liberal doses of Bollywood flicks to keep the women hooked.
Of the total advertising pie, only 10 per cent is dedicated to men, while the rest is targeted at women and children. Women form a substantial part of the afternoon audience.
While the Zee official was not willing to reveal exact advertisement rates as the channel offered bulk deals to advertisers, Star has started offering programme specific rates even during afternoon. A year ago, a 10 seconder on Star Plus was available at Rs 30,000; this has now gone up to Rs 75,000 for 10 seconds.