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Audience says Yes to Sony’s plea- Kaho Naa Pyaar Hai<br>Analysis of television viewership on 31st December, 01

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Audience says Yes to Sony’s plea- Kaho Naa Pyaar Hai<br>Analysis of television viewership on 31st December, 01

Finally, Sony has something to cheer about. Blockbuster Hindi movie, Kaho Naa Pyar Hai (KNPH) telecast on 31st December attracted significant audiences and helped Sony edge past the channel share of #1, Star Plus. According to the latest data release by TAM Media Research, Sony had a higher channel share –25% than Star Plus –19% on a 9 city base. KNPH with 12% TVRs in Mumbai (all C&S hhs) was part of top 5 programmes in Mumbai, Ahmedabad, Calcutta and even Hyderabad.

However, in Delhi, all top 5 programmes were from Star Plus including an afternoon telecast of ‘Kasauti Zindagi Ki’!

It was a total black out for Zee TV. In it’s strongest market- Delhi, it had a paltry share of just 6%. Channel share calculated for 2000 hrs to 2430 hrs on all CS hhs base.

Significantly, this new-year eve had little ‘special’ programming for audiences. On the big three C&S channels, only Star Plus had a late night 2 hour New Year Special (‘Taal Se Taal Mila’ from 2300 hrs). And this too was eclipsed by KNPH. Compare this with the programme line up for 31st December 2000. Sony telecast ‘Eternal Asha’, Star Plus telecast ‘Mukti Aids Show’ and DD 1 had ‘Millennium Masti 2001’. But, this year, a blockbuster movie (KNPH) and slowdown in ad spends didn’t inspire most channels.


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