Roast comedy enters Indian television industry

Roast comedy enters Indian television industry

Author | Priyanka Mehra | Tuesday, Sep 15,2015 8:53 AM

Roast comedy enters Indian television industry

After the widely debated show “AIB Roast” was pulled off the internet, Colors has now come up with first ever Roast comedy show on Indian television, “Comedy Nights Bachao”. The first episode was aired on 5th September, which garnered the rating of 2.71. It was higher than the “Comedy nights with Kapil” show on Sunday, which garnered the rating of 1.88.

Comedy Nights Bachao is set to air every Saturday, while Comedy nights with Kapil will  maintain its prime time slot on Sunday instead of Saturday and Sunday.

The first episode of Comedy Nights Bachao featured Sohail Khan and Mika Singh as guests. Supplemented by a heavy promo support of 904 GRPs spread across 6 weeks, conversion a of 9.1% was achieved. The promotions reached 66 % of the universe with high average frequency of 21. Colors used 28 channels for promotions including outside network channels.

While it was the only weekend property launched this week, there were 3 more launches on weekdays. Star Plus launched “Sumit Sambhal Lega”, a sitcom, in 10 pm slot which garnered the rating of 1.43 for its launch episode. The property was heavily backed with promotions (1044 GRPs) and also with 4 repeats every day. The conversion on the launch episode was 4.3 %, which was lower than the “Comedy Nights Bachao” owing to the lower Promo Average frequency of 16. Among the 4 launches this week, it was the most heavily promoted property with campaign reach of 79 % on the back of 49 channels.

“2025 Jane kya hoga age” is a futuristic family drama on Sony, which takes audience ahead of the present time. However, the property received promo backing of 211 GRPs, with only Sony and Sony HD carrying spots. The launch episode managed to get the rating of 0.44, with the conversion of 3.4 %.

“Zindagi Abhi Baki Hai Mere Ghost” is an interesting concept on Life OK, which revolves around a poor fisherman who is forced to stay at a haunted house and befriends a ghost family during his stay. With the help of 645 promo GRPs, show garnered rating of 0.48. Apart from traditional promotions, Life OK aired 2 min teasers through “Pehli Jhalak”. Interestingly, the conversion from Pehli Jhalak was more than the conversion from traditional promotions.

(Conversion % is the percentage of viewers being converted on the launch episode from watching promotions of that particular show. Average Frequency is the frequency at which a viewer is exposed to a particular promotion, is average frequency.)

Source : Analysis conducted by S-Group, an Analytical arm of TAM Media Research

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