Like in its first season, The Great Indian Laughter Challenge Dwitiya (TGILC-D) has done its job for STAR One again. Though the second season has not delivered like the first in terms of numbers or word of mouth, but a rating of 8 for its finale is seen as positive by media experts. With the Mumbai distribution problem out of the way, STAR One promises to take its share of news space in days to come.
TAM Media Research shows that the two-hour mega finale episode, which aired on June 23, 2006, delivered a rating of 7.94 on CS4+ and became the fourth highest ranked show amongst the Hindi general entertainment channels. In terms of channel share, TGILC–D claimed a share of 3.41 for CS4+ in HSM.
It may be recalled that in the first season, TGILC opened to what now seems like a modest rating of 2 plus TVR, but the show grew week-on-week for the property to deliver as high as 9.92 and 10.2 in the C&S 4+ in the Hindi speaking markets. The success had allowed STAR One to launch ‘Laughter Champions’, in September 2005, which had the winners of TGILC as hosts. ‘Laughter Champions’ opened with a TRP of 7.15.
More than the numbers, what media experts pointed about TGILC was the sheer buzz that the show had created. The goodwill was seen further when TGILC–D opened with a TVR of 5.06 despite the distribution problems in the Mumbai market. Looking at the sheer numbers of the TGILC–D finale, Divya Radhakrishnan, VP, The MediaEdge, said, “These are very good numbers for the channel.”
She said, “The Mumbai absence was felt for the channel, but in regards to TGILC–D, this was the finale and hence, high numbers were expected – and from across markets.”
Agreeing with this, Manish Porwal, Executive Director, Starcom (West), observed, “In fact, these are very good numbers for people who must have come towards the later half of the show – semi-final onwards.” Elaborating further, he said that in comparison to what was seen in season one, for some sponsors these numbers could even be marginally disappointing.
Another point that Porwal made was of the WOM (word-of-mouth) factor. “I don’t think that in the second season the show made as much noise as it had done in the first season.” Speaking broadly on the channel, he said, “Another point of STAR One is that there aren’t too many properties making noise. This aspect of the channel has to change for it to look better.”
Radhakrishnan commented on the fact that the channel had shown positive results for formats but not for soaps. It was on the basis of two format shows – TGILC and ‘Nach Baliye’ – that STAR One was at a striking distance of the number two GEC channel. However, she added, “Hopefully this should get revised with ‘Nach Baliye’ coming back with season two.”
The bottomline is that the channel is in the reckoning again. The loss of the Mumbai market was a significant one for STAR One, which led to a 30 per cent drop in STAR One viewership. But with the distribution problems being solved, the channel took an array of initiatives to regain the Mumbai viewer.
The channel planned a special series of catch-up episodes of STAR One’s keys shows throughout June 2006. These included ‘TGILC-D, ‘India Calling’, ‘DON’, ‘Yeh Dil Chahe More’ and ‘Kya Hoga Nimmo Ka’. In the case of ‘TGILC–D’, the initiatives have paid off. As to the effect on the whole channel, it requires some more observation.