Things seem to be working in Zee TV’s favour currently. The channel’s latest offering, ‘Kareena Kareena’ has opened with good numbers that are almost at par with the channel’s driver show ‘Astitva’. While Zee officials are looking at the figures in an encouraging light, the industry too is positive about the new shows.
Zee had a series of shows lined for its viewers from Tumhari Disha, Reth and Pancham that hit the tube in the last couple of months. However, Kareena Kareena has given the channel something to talk about in terms of ratings. As per the TAM Media Research numbers, for the CS 4 + in the Hindi speaking market, the channel has opened to a 1.17 moving on to 1.11 in two following episodes and then giving a 0.71. These numbers are in the same bracket as the top rated show Astitva (1.2, 1.19, 1.09, 0.77 for week 43).
“These are good opening numbers but the intention is to take this forward. We are very confident of this product and we will keep working on it to take the figures higher,” expresses Abhijit Saxena, President, Zee TV.
Kareena Kareena has been supported with substantial marketing efforts from the channel and similar has been the case with India’s Best. This property too has delivered for the channel keeping it at a consistent 2+ figure in the same market.
Sharing more on this, Saxena says, “Right content, strong communication strategy and a good product package is what works on television and this has worked for these programmes.” Giving his view on why the fourth episode shows a dip, he says, “Television viewing per se on the day has gone down. Going forward, I am sure these numbers will pick up.”
The channel launched a new show last night, ‘Kabhi Haan Kabhi Na’, a story of three friends, which has a male skew. Coming in the 10.30 pm slot, the channel has reasonable expectations from this property as well and has planned substantial marketing initiatives around this show too.
Media experts too see these numbers as the way ahead for the channel, “With the opening numbers being so good, I think the show would click for the channel,” expresses GroupM’s Pat Vinayak, “These numbers are a result of a good combination of content and effective marketing. Let’s hope the channel keeps coming with such differentiated formats.”
Throwing a different light on the matter however, Starcom’s Anita Nayyar has another view to offer, “With the kind of hype that was built around the show, I think these are bad opening numbers.”
Clarifying herself she says, “I think there is a larger problem here. Jassi is a good product, I know so many who watch India’s Best but for some reason, this doesn’t reflect in big ratings at all. When a Hatim throws a 6, how can’t these shows?”
Nayyar believes that the property was worth more these numbers and that too is a positive indication. The channel is happy. “If the product is good, it does deliver results and being consistently after it yields results. We intend to back these products completely and we are very encouraged for the future,” says Saxena.
Zee has perhaps been the most experimenting channel, if we look at the genres of programming. However, the numbers have not been really flowing for the channel for quite sometime now. This whiff of new programming and interactivity is definitely a good sign for the channel and might just make the numbers easier to come by.