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YRF TV debut below expectations; media planners hopeful of better performance

14-January-2010
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YRF TV debut below expectations; media planners hopeful of better performance

TAM Media Research data for weeks 1 and 2 has been sort of a damper for YRF TV, a division of Yashraj Films (YRF). It may be recalled that in October 2009, Sony Entertainment Television (now Multi Screen Media Pvt Ltd) had entered into an exclusive agreement with YRF, under which the latter is producing five shows exclusively for the channel. These five shows – ‘Mahi Way’, ‘Lift Kara De’, ‘Powder’, ‘Seven’, and ‘Rishta.com’ – were launched as weekend shows to strengthen the weekend line-up on Sony Entertainment Television.

Besides the weekend telecast, there are multiple repeats of the shows throughout the week to cater to all types of viewers. As per TAM data for weeks 1 and week 2, the highest grossing show was ‘Lift Kara De’ with 1.4 TVR (Week 1) followed by ‘Seven’ with 1.2 TVR (Week 2), and ‘Mahi Way’ with 0.9 TVR (Week 1). ‘Rishta.com’ has debuted with 0.6 TVR (Week 1) and ‘Powder’ with 0.4 TVR (Week 1).

Meanwhile, Sony’s GRP in Week 2 has slipped to 151 as compared to 180 GRPs in Week 1.

Despite the numbers, Rohit Gupta, President - Network Sales, Licensing and Telephony, Sony Entertainment Television, remains optimistic about the new shows and said, “The quality of these shows is outstanding, but it will take some time to build up. We have received positive feedback about our shows and we expect the ratings to pick up in the next couple of weeks.”

Media planners, on the other hand, have expressed their concerns about the future of these shows.

According to Sudha Natrajan, President and COO, Lintas Media Group, although the content was very good, the opening numbers of these shows had been disappointing. The channel has been very bullish about marketing of the shows and shows such as ‘Lift Kara De’ and ‘Mahi Way’ have been a hit with marketers as well. Citing the reason for the low ratings, Natrajan explained, “The channel seems to have faltered on the sequencing of the shows, as all the shows were launched consecutively. It would have been a better idea if they had launched one show at a time.”

She added, “If the channel reschedules the show, it might work for them and the numbers might pick up.”

Sanjoy Chakraborty, CEO, Last Minute Inventory, felt otherwise. He said, “While the shows have been promoted properly, the content is not that powerful and hence, they have not been able to create a proper buzz in the market.” Echoing Natrajan’s views, Chakraborty said that the same numbers would be reflected in the coming weeks unless the channel decided to make a few drastic changes.

Kunal Jamuar, General Manager, Madison Media, was of the opinion that while the shows were delivering the ratings, they were not on par with the expectations. He, however, expected ‘Mahi Way’ and ‘Rishta.com’ to do better in the coming weeks.

According to Pradeep Ramakrishnan, National Strategy Planning Head, Mudra Connext, “The shows have managed to get the initial ratings as the channel has invested in promoting these shows. ‘Lift Kara De’, ‘Powder’ and ‘Seven’ are the shows that have potential and will pay off in the near future.”

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