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Weekend TV: The next bastion?

24-June-2002
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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.

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