Imagine TV had hit jackpot with ‘Rakhi Ka Swayamvar’ and clocked a TRP of 8.4 for the two-hour long finale that was aired on August 2, 2009. In comparison, the final episode of Swayamvar Season 2 – ‘Rahul Dulhaniya Le Jayega’ – had scored a TVR of 5.6. Media planners say this is a natural phenomenon as the first season’s ratings are usually higher than the subsequent seasons. That coupled with Rakhi Sawant’s ability to pull viewers, made all the difference for the first season.
With barely five days for the start of IPL3, various entertainment and movie channels are gearing up to beef up their content line-up to retain eye-balls during the IPL tournament. English movie channels have come up with their versions of ‘Movie Premier Leagues’, promising a bonanza of Hollywood blockbusters.
In a bid to continue capturing the highest share of the GRP pie, Colors had launched two new shows in its afternoon time band, christened ‘Saanjhi Dopahar’. The two shows have debuted with “decent” numbers, but have dropped in the second week. This could be one of the reasons why Colors overall GRPs slipped, and week 8 was the first week in 2010, when Star Plus beat Colors to be the No. 1 channel.
After the crackling Aamir Khan-Gul Panag chemistry, Tata Sky Plus has rolled out a series of three new ads that show the lady of the house get back at her husband for not letting her watch her favourite soap because of his cricket match. The ads have been conceptualised by Ogilvy India.
Most of the music channels underwent rebranding and content revamp in 2009, introducing a fresh infusion of music and reality shows. And it appears that it has worked out well for the music channels. What next in 2010? exchange4media finds out from some key players in the music genre.
Following completion of 10 years of operations, Hindi movie channel Star Gold is now opening up new programming slots to cater to a wider audience base. The channel, which contributes approximately 20 per cent of Star India’s total annual revenue, intends to maintain this figure this year as well.
Sahara Samay, the Hindi news channel from Sahara India Pariwar, has donned a new identity as Samay Mumbai. While the name ‘Sahara’ has been dropped, the Sahara logo continues to be a part of the channel’s identity. The channel has also introduced 22 new shows and aims to become the first one-stop Mumbai centric city channel.
Karthik Lakshminarayan, Head of Business Planning & Strategy for Colors, has moved on from the organisation. Viacom18 also announced on February 25, 2010, the appointment of Gaurav Gandhi as Chief Commercial Officer - Viacom18 Group. In this newly created role, Gandhi would spearhead Viacom18's international business and would be reporting to Rajesh Kamat, Group COO, Viacom18 and CEO, Colors.
Keertan Adyanthaya, the EVP and GM at Star Movies and Star World, is slated to take charge at Fox International Channels and National Geographic Channel, as Managing Director. Adyanthaya moves to his new role in April 2010. Even though official confirmation was not available at the time of filing the report, highly placed sources have confirmed the development to exchange4media.
After its launch in the US late last month as ‘Aapka Colors’, Hindi GEC Colors has now forayed into the UK. The channel has appointed Targeted Marketing Solutions (TMS) to handle its airtime sales in the UK and is launching a multimedia campaign in the international markets to establish brand Colors.
Celebrity chef Sanjeev Kapoor, who shot to fame with his food show ‘Khana Khazana’ on Zee TV in the 90s, is now all set to launch a food and wellness magazine, to be followed by a 24-hour food channel. While India has a bewildering range of cuisines, will a niche ‘food channel’ spell profitability? exchange4media finds out from media planners.
Given the craze for the glitter and glamour of Bollywood, the myriad movie awards shows are aired by different GECs and manage to garner eyeballs every time. However, media analysts caution that while these awards shows pay rich dividends, an overkill of such ‘shows’ would dilute effectiveness from a longevity point of view.
Zee Network had added yet another channel to its bouquet of offerings with the launch of an Urdu channel – Zee Salaam. While the channel has already been launched, not much activity in terms of marketing has been seen to support the launch. exchange4media spoke to some media planners to get their views on the launch of Zee Salaam.
GECs have never had it easy – from creating new time slots to bringing in compelling content – it is always a struggle to retain and attract eyeballs. This, combined with IPL3 set to take over TV viewing during most of March and April 2010, is seeing GECs upping the ante on lining up fresh content.
After capturing a major chunk of the evening viewership, Colors has now turned its attention to the afternoon time band. The channel is all set to inaugurate its afternoon time band, labeled ‘Sanjhi Dopahar’, and has started promos for two of its shows – ‘Agnipareeksha, Jeevan Ki Ganga’ and ‘Aise Na Karo Vida’.
UTV World Movies has roped in Suleka Sharma as Associate VP and National Head, Ad Sales. Prior to this, Sharma was Zonal Head, North and East, Zee Café and Zee Studio. Sharma will be based in Delhi and will report to Nikhil Gandhi, Network Head, Sales, and Sameer Ganapathy, Business Head, UTV World Movies.