The year 2004 sure had paid off for award functions and what 2005 holds, is beginning to unfold with the first awards off the block ‘STAR Screen Awards’. As per TAM Media research data, the award show has given STAR Plus a rating of 7.5 for the C&S 4+ in the Hindi speaking market.
Deepak Segal, EVP, Content and Communication, STAR India shares that the show attracted over 15.4 million viewers and the share for the channel itself increased to 19.7 per cent in the week in comparison to last week’s 17.8. He says, “For weekends, even in absolute terms, this is a very good number. But we have to see this in context to the share that it has allowed us, and in the Hindi general entertainment segment that is a 74 per cent vis-à-vis competition’s 12. That is a huge difference.”
However, in comparison to last year’s 9.3, this figure certainly means a drop. Segal replies, “This isn’t much of a drop. More importantly, if you analyse the numbers, the show has given us a different audience in comparison to what we get on weekdays and for anyone, that is a valuable proposition.”
The show has given the channel an overall rating of over 8 for the C&S 15-24 and over 10 for the female in this segment. Adding further he says, “Also, if you compare performances, we are the highest in the slot. We are very happy with these numbers.”
The industry has different perspectives to share on these numbers. For Pradeep Iyengar, National Buying Head, Carat Media, this is an indication of people fatigue in film awards per se. He says, “Screen Awards were revived due to its association with STAR. But now there are too many awards floating around. And add to them television awards as well, people are losing interest and that is evident in these numbers.”
The reach last year for the Screen Awards was 31.6 per cent as against the 27.19 this year and the time spent was 19.3 last year, in comparison to 15.3 this year. For Starcom’s Nikhil Rangnekar, this is more of an indication of loss on other counts, “The lower reach shows that vis-à-vis last year, the awards could not capture the interest of that many more people and hence the low sampling.”
He however, refutes Iyengar’s point of viewer fatigue for awards blaming marketing and content, which Iyengar doesn’t think was an issue, “The marketing was good and so was the show. I would say star events seem to be delivering better now like the Shah Rukh Live etc. we see. Awards are losing charm.”
Media experts do seem to have different opinions on Screen Awards. Whether this is indeed viewer fatigue is something that would be obvious soon given the line up of awards that would be seen on other channels soon.
All said and done, a 7+ on a weekend, is not an easy rating to come by, and Star did use it to optimum to promote its new shows like Kkavyanjali.