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Sunday is indeed a holyday; Channels slot mythologicals. Who is watching them? <br>An exchange4media analysis

25-February-2002
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Sunday is indeed a holyday; Channels slot mythologicals. Who is watching them? <br>An exchange4media analysis

Mythologicals may no longer be the crowd pullers the way they were, but they still draw the masses. With 60% viewers in Sec CDE, they could well contribute to your GRP benchmarks for these target audiences.

Like most mythologicals and their characters, the television avatars of mythologicals too seem to be never ending. Ramayan, Mahabharat and a many others have run more than a few times but have never failed to draw audiences.

That perhaps explains why Channels and producers find them of great value. Zee and Sony though have been focusing hard. Zee TV, as our readers would remember, carried out a mass market campaign couple of months back promoting a few of their serials. The strategy seems to have paid off. Jai Santoshi Ma and Mahabharat have been climbing up the charts ever since. Sony has no less than 3 programmes; Mahabharat, Shree Ganesh and Shree Krishna featuring in the top 20 charts till recently. But Star Plus is conspicuous by its absence.

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