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Zee TV makes headway in the difficult 10.00 pm slot, ‘Betiyann’ delivers

12-October-2006
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Zee TV makes headway in the difficult 10.00 pm slot, ‘Betiyann’ delivers

Zee TV’s Ghar Ki Lakshmi… Betiyann’ had quite an ordeal to face – not only was the show launched in one of the most difficult slots, 10.00 pm, which houses ‘Kahaani Ghar Ghar Ki’ on STAR Plus, the launch date also coincided with the launch of ‘Nach Baliye 2’, the preceding season of which had done well for STAR One.

However, Zee TV has quite a few reasons to celebrate. At least in the opening week, the show has started off with some good numbers. In the C&S 4 + in the Hindi speaking markets, ‘Betiyann’ has delivered an average of 3.7 TVR, with average reach of 8 per cent and cumulative reach of 8 per cent.

What the channel officials are most elated about is the fact that the show has done well towards the later half of the week, with the Thursday episode rating a 5 + TRP at 10.2 per cent reach. Tarun Mehra, Marketing Head, Zee TV, said, “Markets like Delhi have clocked 8.5+ TVRs on Wednesdays and Thursdays and averages at 7.1 TVR – this is quite a start.”

Zee TV has aired the first week with break free episodes. Replying to whether this was one of the reasons that had allowed the channel to deliver these kind of numbers, Mehra said, “We undertake such steps depending on the criticality of the slot and the other things in competition. Not only is 10.00 pm a very critical slot, but there are too many other media activities in this week, which made sense to try a differentiated approach.”

Mehra further said, “After the first airing, we have gradually built up the audiences and have scored the highest on the final day of the week. I think that in itself is a positive trend.”

One week would be too short a period to predict what 10.00 pm is going to look like on television, but ‘Beityann…’ does promise a fight. “In the forthcoming weeks, I think if not more, we will sustain what we have done in the first week itself, despite it being a crazy media scene right now. It wouldn’t be wrong to say that after a very long time, a show has rated 5 plus in the 10.00 pm block – we are going to work very hard on it,” Mehra said.

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