After a long battle with ETV Marathi, Star Pravah surged ahead to become the No. 1 Marathi GEC, garnering 234 GRPs in Week 5 of 2012 in CNS 4+ All Maharashtra Market as per the latest TAM Media Research data. ETV Marathi had ruled 2011, staying ahead of Star Pravah and well ahead of Zee Marathi.
TAM ratings show Star Pravah begin its upward curve with 201 GRPs on Week 1 and then going up to 211 in Week 2. ETV Marathi, on the other hand, was losing its viewers after beginning as leaders on Week 1 with 219 GRPs and then losing a point on Week 2 to reach 218 GRPs. Week 3 saw Star Pravah jump to 228 GRPs and ETV Marathi’s ratings simultaneously falling from 218 to 205 GRPs. Star Pravah continued its climb, reaching 232 GRPs on Week 4 and then hitting 234 GRPs on Week 5, where ETV Marathi found itself with 194 GRPs.
Commenting on the reason behind the channel’s success, Yogesh Manwani, VP - Marketing, Star Pravah, said, “Over the last year, we have introduced new shows in prime time, built our existing shows like ‘Pudcha Paul’ and ‘Swapnanchya Palikadle’, launched unique shows like ‘Lakshya’ and ‘Anolkhi Disha’, telecast the latest Marathi blockbuster movies (‘Morya’, ‘Faktha Ladha Mana’) and implemented effective on-air promotion and wide scale ground connect consumer initiatives like ‘Haldi Kunku’, where we engaged more than 75,000 viewers spread across 20 towns in Maharashtra.”
According to him, a series of focused and consistent initiatives over a period of time had helped the channel gain popularity amongst the viewers. This reflected in the last five-week average ratings (Week 1, 2012 Week 5, 2012) as per TAM Media Research, where Star Pravah was leading across Maharashtra with 222 GRPs, he pointed out.
Strong Content for Star Pravah
Manwani added, “As per the latest TAM ratings for the prime time slot (6-11 pm) Star Pravah is the No. 1 channel with 139 GRPs, beating all Hindi and Marathi GE channels across Maharashtra. Our shows at 6.30 pm (‘Bhanda Saukhya Bhare’), 7.30 pm (‘Pudcha Paul’) and 8 pm (‘Swapnanchya Palikadle’) are the most popular in their slots, beating even the Hindi channel shows in the respective slots. In the other prime time slots too Star Pravah competes for the leader’s spot. Our shows like ‘Lakshya’, a thriller fiction series, have helped us attract new audiences to the category and widen the base. On weekends, too, our World Television Premiere offerings have scored high, beating even Hindi GE movie offerings on occasions. Of the top five rated movies of 2011, across
Combination of Content and promotions
Manwani further said, “Our content bouquet consists of a varied and innovative mix of fiction shows, non-fiction and movies. Our bouquet consists of seven fiction and two non-fiction shows. Our offerings are relevant culturally, in tune with today’s times and aim to cater to the different needs of our viewers. We have consciously also raised the bar in providing our viewers with a great viewing experience from a technical perspective too. Effective on air promotion along with our off air marketing and big scale on ground initiatives have helped us take these stories to our viewers and gain popularity amongst them to become their first port of call in Maharashtra.”
Sustaining the lead
Manwani further said, “We believe that there is a latent demand for Marathi GE, which can be tapped with the right offerings, marketing and promotion. We will continue with our efforts and look forward to the continued support and endorsement of our viewers.”
Meanwhile, talking about the sustainability of the No. 1 position, Amin Lakhani, Principal Partner, Mindshare, said, “For a long time, Star Pravah has been in No. 2 position. If they continue to air good content, they will be able to sustain the No. 1 position.”
When asked whether advertisers had shifted their focus from ETV Marathi to Star Pravah now, Lakhani said, “I don’t think so. There are enough advertisers for these channels. I don’t see advertisers leaving ETV Marathi and going to Star Pravah. Yes, Star being a major player in the market might ask for premium rates, on the other hand, ETV Marathi could lower their rates.”
Zee Marathi on the other hand is inching closer to the No. 2 spot and shift ETV Marathi to No. 3. With the ratings of 170 GRPs of Zee Marathi, ETV Marathi looks to be in danger with just a small lead of 24 GRPs. The other two channels which make top 5 are Zee Talkies on No.4 and Star Majha on No. 5 but the ratings of these channels are 64 & 45 GRPs respectively for Week 5 of 2012 clearly sending out signs that the fight would always be for the channels in the top 3.
With the early lead in the year 2012, Star Pravah plans to continue airing unique and entertaining content in 2012 to maintain its lead.