Top Story

e4m_logo.png

Home >> Media - TV >> Article

Weekend TV: The next bastion?

24-June-2002
Font Size   16
Share
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.

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Videocon D2H and Hindustan Lever continue to dominate BARC's Top 10 Brands and Top 10 Advertisers for week 45

The series will be telecast on SONY TEN 1 channels with English commentary and on SONY TEN 3 channels with Hindi commentary

The new TVC, which is created by Dharma 2.0, is a step towards keeping cities and surroundings clean