One might not have heard the same kind of noise around ‘India’s Best Zee Cinestars’ as it was in case of other talent shows that have gone on-air recently but the property has delivered for the channel. And, now the channel is ready to experiment with some more reality in its weekend format with ‘Temptations 2004’.
Beginning with numbers, for the CS 4+ of the Hindi speaking markets, the show has managed to give the channel an average rating of 2-plus. In the past week, ‘Zee Cinestars’ delivered ratings of 2.69 and 3.4, which are quite high in comparison to other prime time shows on the channel. If the SEC A, 15-34 audience in the six metros is considered, ‘Zee Cinestars’ throws a 4.62 and 4.11.
For the channel itself, the property means an increase in overall numbers. In the CS 4+ viewers of the Hindi speaking markets, the weekly average channel share sees a growth from October 1, 2004 (week 40), when ‘India’s Best Zee Cinestars’ went on-air. While in the period prior to this, the channel’s primetime ratings didn’t go beyond a 3-plus figure, this week onwards, the 5-plus figures have come easy to the channel.
Again if the channel share numbers of the SEC A, 15-34 are seen, the channel sees a peak of 10-plus, the graph being dominated by the 7-plus and 8-plus marks. If the weekend numbers (Friday, Saturday) are considered, channel shares are as high as 13-plus. With the exception of one week, the channel doesn’t go below the 11.08-mark.
“These ratings are as per expectations,” expresses Ashwini Yardi, Head, Programming, Zee TV, “It is one of the biggest brands we have created in recent times. It has not only provided a huge platform for the youth but at the same time managed to cut across TGs.”
A point echoed by Harish Shriyan, President, MediaCom, “The show has performed for the channel and this is reflected in the ratings. I think all the aspects of the show – the marketing, the content and the entire treatment of the show have paid off.”
Taking a slightly different stand, Sandip Tarkas, CEO, Media Direction, says, “In comparison to the other shows on the channel, these are good numbers. In that sense, this is an achievement. However, in an overall scenario, this is not a path-breaking achievement. It has managed to regain some of the audience that the channel had lost over time but the challenge now is to retain and grow this audience.”
As per Shriyan, the performance is in sync with the current trend of reality working on television. And for Yardi, “We had a lot of first time benefits – it was the first talent show of this kind to go on-air. We did the India voting first, which meant viewer interaction. The reality element paid off and so we are ready with our next reality venture in this slot.”
‘Temptation 2004’ – the next to be seen in these slots, is a reality show, which includes some of the biggest Bollywood names like Shah Rukh Khan, Saif Ali Khan, Arjun Rampal, Rani Mukherjee, Priety Zinta and Priyanka Chopra.
The show is divided in two parts, presently. Beginning on December 10, on Fridays, the channel will air a segment called the ‘Tour Diary’, which will literally capture the tour plans of the stars. As for Saturdays, the channel will show ‘Chalo Dubai’ segment. “This is a contest we created for the fans. All of this will culminate in a concert, ‘Temptations 2004’, which will be aired later this month,” informs Yardi.
The plan of action is surely chalked out. Media experts believe the idea is a good one. “It is important to place a mass product here, in order to retain the audience that Zee has managed by way of Zee Cinestars,” says Shriyan. However, Tarkas still prefers to wait. “You can’t tell the wine from the bottle. We will have to wait and watch how the show delivers for the channel,” he advises.
(Ratings calculated on TAM Media Research’s data)