Top Story

e4m_logo.png

Home >> Media - TV >> Article

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

12-October-2006
Font Size   16
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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...