‘3 Idiots’ pushes Sony to No 3 slot; adds 92 GRPs to the channel

Sony Entertainment Channel had played an expensive gamble when it acquired Bollywood blockbuster ‘3 Idiots’ earlier this year. Industry sources had said that the buy was at Rs 35 crore. The gamble appears to have paid off. Not only has the movie rated higher than any programme in the recent past, but has also given a 92 rating points boost to Sony, taking the channel just 20 points behind the No 2 channel Colors.

e4m by Khushboo Tanna
Updated: Aug 5, 2010 8:48 AM
‘3 Idiots’ pushes Sony to No 3 slot; adds 92 GRPs to the channel

Sony Entertainment Television, which had been banking on its long time favourite shows such as ‘CID’ and ‘Aahat’, struck gold with the telecast of the Bollywood blockbuster ‘3 Idiots”. The acquisition of this movie had created quite a buzz for several reasons – be it the price of acquisition, the marketing around the movie, and now, even the ratings of the movie.

The movie garnered TVR of 13.1 (for C&S 4+) in the three metros of Mumbai, Delhi and Kolkata (or HSM Metro Markets as they are known); 10.1 TVR in all the six metros and 10.9 TVR in the entire HSM Market (C&S 4+). These are the highest numbers that have been received by a movie in the recent past.

Ajit Thakur, EVP and Business Head, Sony Entertainment Television, said, “Such a record breaking viewership is a result of aggressive marketing and a never-seen-before presentation of a movie on television. We celebrated an ‘All izz well’ week on the channel, wherein the theme of the movie was weaved across the existing programmes, making the premiere of ‘3 Idiots’ one of the most anticipated events on Indian television.”

In Week 30, Sony Entertainment Television had 162 GRPs, where the highest viewed programme was ‘CID’, which secured 2.9 TVR (C&S 4+, HSM) and was followed by ‘Comedy Circus Ke Superstars’ with 2.8 TVR and ‘Indian Idol 5’ with 2.7 TVR. However, in Week 31, the channel’s GRP shot up to 270, securing 18 per cent of the market share as opposed to the 12 per cent market share in the previous week.

The channel gained a little over 100 GRPs in this one week, with nearly 92 GRPs contributed by ‘3 Idiots’ alone, while shows such as ‘CID’, ‘Comedy Circus Ke Superstars’ and ‘Indian Idol 5’ contributed 3.6, 3.3 and 2.6 TVRs, respectively.

However, is a one-week performance good enough, especially given the acquisition cost? R Venkata Subramanian, VP, Lintas Media Group, replied that any channel would have to invest in a property to get return on the property. These returns might not be immediate, but would happen over due course. He also said, “Since most of the channel’s numbers have come from the movie, the numbers can decrease in the next week.”

However, he estimated that the channel would have received approximately 60 per cent of the investment back.

“I am delighted with the rating of 10.9 TVRs, which break all previous records and makes it the most watched television property of the last two years. Sony Entertainment Television always endeavours to bring content that can be watched by the entire family across the cross-section of the vast and the diverse demography and geography that is India. ‘3 Idiots’ is one such property which embodies the channel’s brand values,” said NP Singh, COO, Multi Screen Media in a prepared statement.

With this development, Sony Entertainment Channel is just about 20 GRPs away from Colors, which is at No 2, whereas in the week prior to this, Colors had 312 GRPs, while Sony Entertainment Channel was at 150 GRPs, a difference of 162 GRPs.

Also read:

‘3 Idiots’ delivers for Sony, overtakes ratings of ‘Ajab Prem Ki Ghazab Kahani’

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