The first report card on STAR’s latest offshoot is here. And whether the numbers can be termed as good or bad depends completely on how one would want to see it. TAM Media Research data for the week 45 indicates that StarOne’s initial numbers do show a better delivery for the CS SEC AB 15-34 but cannot really be called an advertiser’s joy yet.
If numbers are anything to go by, it is clear that in select markets, StarOne has shown good figures. The channel has done well in Madhya Pradesh, Delhi, Gujarat and Mumbai. In MP, the ratings have picked up with each passing day, for the target group SEC AB 15-34. From the below one numbers on day one, the channel has moved to post two-plus and three-plus in select time bands. Similar is the case with Mumbai, Delhi and Gujarat.
A closer look shows that in terms of time bands it is the 9.00 pm to 10.00 pm slot where the channel has managed numbers worth talking about. This band houses the comedy shows of the channel, Sarabhai v/s Sarabhai and Instant Khichdi. The one-plus marks in some centres have come easy for the channel in this slot. Even the 8.30 pm to 9.00 pm band has managed numbers in some markets with even the male TG showing some figures. For STAR, this can be a positive sign as 9.00 pm to 10.00 pm band is one of the first slots, where Plus had begun to lose share.
Needless to say, it is the Fridays, where the channel gets quite a few highs especially in the Mumbai market. Again, here is the 8.30 pm to 10.00 pm slot where the channel has managed numbers. In centres like Mumbai, Gujarat and Delhi, these numbers are as high as 5.69, 3.37 and 3.62.
In totality, game-based shows have done the best. Both Bluff Master and He-Man on Friday have delivered. Ratings in excess of 1.5 in Mumbai substantiate this. Ratings have fallen dramatically after 10.00 pm.
Further on the flip side, for the total Hindi speaking market, barring November 2, 9.00 pm to 9.30 pm, the TVRs haven’t crossed the one-mark. The salient points that one should remember here is that StarOne has its distribution in place since day one. Also, in terms of ad sales, the channel has come in the same slot as Sony Entertainment Television. These figures wouldn’t really be working in StarOne’s favour if it has to maintain this pricing.