Hindi GECs saw an interesting change in the ratings landscape in as per TAM data for Week 6 of 2011 (January 29 to February 5) in C&S 4+ markets. SAB TV soared up 14 points to 152 GRPs, while Imagine TV’s ‘Zor Ka Jhatka’ scored an average of 2.6 TVR in the opening week.
SAB TV touched 152 GRPs in Week 6 from the steady 137-138 points that it had been recording so far. Last time the channel had touched a high point of 140 GRPs was in November 2010. The channel has adopted innovative approaches in marketing its new property ‘Mrs. Tendulkar’, which premiered on Monday, January 31, 2011, in the 9.30 pm slot. The show has opened with a 2.2 TVR, making it the second highest rated show for the channel. ‘Tarak Mehta Ka Ooltah Chasma’ continues to rake in ratings close to 4 TVR, the highest being 4.16 TVR on Friday, February 4, 2011. Older shows such as ‘Sajan Re Jhooth Mat Bolo’, ‘Lapataganj’ and ‘Papad Pol’ have also scored an average of about 1.5 TVRs.
Speaking on the leap in ratings, Mona Jain, COO, VivaKi Exchange, noted, “SAB TV seems to have got a knack of the content and pulse of its audience. Any additions in the content are helping them gain a stronger hold on their viewers.”
Harsha Joshi, COO, Media Buying and Content, Madison, remarked, “For a long time the channel has been doing well and it is well positioned as a comedy channel. The new show has helped them gain margin in the second line GECs. Sony has been performing consistently with its property ‘Jhalak…’ doing well, the credit must be given to SAB TV for adding to the overall network offering. They seem to have the right formula and together, the two channels add to the network’s collective share.”
Another winner this week is Imagine TV, largely owing the 20-point jump in ratings to their latest non-fiction offering, ‘Zor Ka Jhatka’. In its opening week, the show’s opening episode rated 2.16 TVR, with the third episode marking 2.8 TVR.
Commenting on the opening numbers for ‘Zor Ka Jhatka’, Harsha Joshi said, “With SRK as the host, there was a higher expected viewership, but average numbers would help in overall GRPs for the channel.”
As reported earlier, this has been the network’s highest investment property since launch and is the first of more launches directed towards taking the Turner Network’s Hindi GEC to the next level in 2011. Imagine will follow up ‘Zor ka Jhatka’ with its next unique reality show, ‘Shaadi Teen Crore ki’, where a simple class family is given Rs 3 crore “to host a wedding beyond their wildest imagination”.
As per TAM data for state-wise markets, ‘Zor ka Jhatka’ seems to have fared better in North India in the states of Punjab, Uttar Pradesh, Delhi, Rajasthan and Madhya Pradesh and also in Kolkata.
Mona Jain said, “I am not surprised with the numbers as they are exactly what I had projected them to be. As a show, some people find it interesting, while for some it has not caught on. SRK being physically present forms a bond with the participants, which is clearly visible. There are some great brand integrations done and the branding looks great on the show. I would not blame SRK, but perhaps the format is to be blamed.”
The year 2011 has brought in some aggressive action in the Hindi general entertainment space. By February, the genre has seen new show launches, changes in programming strategies, sizable increase in marketing and production spends and a bullish approach in maintaining channel numbers. With Imagine TV declaring war once again and all channels bucking up, the next few months promise a healthy dose of highs, lows and maybe some in-betweens.