Top Story


Home >> Media - TV >> Article

Weekend TV: The next bastion?

Font Size   16
Weekend TV: The next bastion?

After having almost exhausted themselves in the battle for Weekday-Primetime, Sony and Star are aggressively gunning for the weekend viewership. Media watchers would say that this is a logical step to extend viewership. But the broadcasters and advertisers must realize that media consumption pattern on weekend is very different from weekday. So before you bet your money, read this analysis.

Lets start by looking at what is planned to capture viewer's attention. Star has a holy line-up heavily relying on Mythological and religion. From 7th July, at 9 AM, is Jai Mata Ki. Hema Malini will perform the various avatars of Mata - Durga, Saraswati, Laxmi and others. At 10 AM, is a travel-to-Pilgrimage, Yatra. And Finally the third new show, Gurukul that captures some inspiring tales of ancient Indian Civilization. The programming objective is to "bring peace and tranquility to tired minds." Sony on the other hand has more mainstream entertainment line up primarily produced by Balaji Telefilms. So a very different strategies are planned.

Coming to understanding weekend viewership, a quick point stark statistic. The average top 20 programme TVR (essentially 8 odd soaps) during weekend, is as high as 13%, while the same for Weekend is a low 0.6%! Much less people watch the same show over the weekend than they do over weekday.

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Duroflex and Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman to promote healthy sleeping practices

Punjab has witnessed highest growth, of more than 50% DTH penetration, followed by HP and J&K

IRS 2017 has been reinforced with design, methodology, quality, and questionnaire enhancements to ensure the highest integrity of the data.