Diwali feast: Channels dish out special shows, blockbuster movies

TV channels are going all out to seize the festive season opportunity to increase their TRPs and viewership

by Neethu Mohan
Published - Oct 30, 2018 8:30 AM Updated: Oct 30, 2018 8:30 AM
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Diwali is approaching and the whole nation is geared up to celebrate the festival of lights. Television channels in the country are welcoming the festival with special shows and blockbuster movies.

It is that time of the year when channels compete with each other to give the best of content to the viewers. From celebrity chat shows to blockbuster movies of the year, channels make sure that viewers are glued to the screen. They go all out to seize the festive season opportunity to increase their TRPs and viewership. And it is not difficult to understand why. According to industry experts, 40-50 per cent of the overall advertising spends by brands take place between Ganesh Chaturthi and New Year. And so, higher the TRP, higher is the number of brands that want to advertise on the channel.

 

The line-up

From Hindi to regional languages such as Tamil, Malayalam, Telugu and Kannada, channels in all categories dish out special programmes during festivals, especially Diwali.

In the Hindi GEC category, the festive season began around October with the launch of seven new shows. Star Bharat launched Radha Krishn in the beginning of October. Star Plus’ dance reality show Dance Plus 4, SaReGaMaPa’s new season on Zee TV, Colors TV’s India’s Got Talent, Love Me India on &TV and Sab TV’s Alladin are some of the other new programmes launched prior to Diwali.

Apart from these shows, Star Plus launched a new mythological extravaganza named Karan Sangini on October 22. The show is based on Kavita Kane’s novel Karna’s Wife: The Outcast’s Queen. Also, famous show Shararat’s sequel is in the pipeline.

Colors also released new shows such as Bigg Boss- Season 12, and Daastan-E-Mohabbat ahead of the festive season. The next offering from the channel will be Khatro Ke Khiladi Season 9.

Zee TV is planning to launch a horror show Mohini in the month of November.  

Sony Entertainment Television launched its two biggest properties, Indian Idol and KBC’s new season, last month. In the coming months, the channel will launch Kapil Sharma's show along with Ladies Special and Super Dancer’s new season.

Coming to the regional segment, Tamil channel Star Vijay is premiering the biggest Tamil blockbusters of the year on Diwali. The channel will premier Rajinikanth starrer Kaala and Kamal Hassan starrer Vishwaroopam-2. Vishwaroopm-2, directed and written by Kamal Hassan himself, is a sequel to successful Vishwaroopam 1. The movie will be premiered at 11am on Diwali day.

Apart from these movies, the channel has lined up entertaining shows such as Deepavali Kondattam and Naan Sirithal Deepavali which will feature Tamil television stars. The day will also witness the telecast of Sirappu Pattimandram, a debate show hosted by ace moderator Suki Sivam.

Speaking to exchange4media Krishnan Kutty, General Manager, Star Vijay, said, “We are happy to premiere Tamil Nadu’s favourite superstars’ movie Kaala and universal star Kamal Haasan’s Vishwaroopam-2 on this special occasion. We are looking forward to buy the television rights of more good movies to entertain the audience.”

Viswaroopam-2 is ‘powered by’ Samsung Q LED TV. The sponsors for the premiere of Kaala movie include VSG-Nandu brand Lungis, Samsung Galaxy A7, Polycab, Colgate, Helo, GRB Udhayam Nei, Vasanth & Co., Axe Ticket, Nyle Naturals, and Viveks. 

Prior to Diwali, Star Vijay has launched Super Singer Junior 6 in October.

Zee Tamil will also premiere blockbuster movies on Diwali. Tamil actor Ilayathalapthy Vijay’s action thriller Mersal will be telecast at 11am on November 6. The 2018 techno thriller starring Arjun will be premiered in Zee Tamil on November 6 at 5pm.

 

Prior to Diwali, Zee Tamil has announced the launch of mythological show named-Shri Vishnu Dasavatharam. They have premiered Thiruttu Payale 2 and Baskar Oru Rascal.

 

Zee Telugu will premier romantic comedy movie Geetha Govindam on November 4 at 5 pm. The channel will have World Television Premiere of movie Prema.

Colors Tamil is premiering Padmaavat on November 4 at 7 pm. The repeat telecast of the movie will be done on the day of Diwali at 11 am and 5:30 pm. The other programmes to be telecast by Colors Tamil are religious show Sai Baba and music concert Sean Rolden. The channel will broadcast Behinwood Gold medal awards at 2:30 pm on the day of Diwali.

Colors Kannada is premiering satirical movie Dayavittu Gamanisi on November 4 at 5pm.

 

Apart from these, other regional channels in Malayalam, Telugu, and Tamil will telecast celebrity shows and other entertaining programmes on the occasion of Diwali. And many of the regional players are yet to finalise the content.

 

Viewership pattern of last year

In 2017, Diwali was celebrated in the month of October. The television viewership has hit record during the festive season last year. According to media reports, BARC recorded 30.2 million impressions during 2017 Diwali programming period. Hindi movies witnessed a growth of 11%, Hindi music and youth genre had a growth of 24% and an 18% growth was witnessed in the kids' genre during 2017 Diwali. Regional channels also witnessed significant viewership during 2017.

And so, the channels are hoping to entertain the viewers and achieve record viewership on Diwali this year too.

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