GEC Afternoons : Game changer or Safe bet?

It’s almost a given that television is the domain of women (housewives, actually) in the afternoons and it is something that they tune into as a break from their daily routines. Hindi GECs have been long aware of this and belt out content that would keep the average viewer interested and coming back for more. But what are the sort of shows that would work in this time band? Will drama based soaps still rule in this time band?

e4m by Khushboo Tanna
Updated: Oct 20, 2010 8:30 AM
GEC Afternoons : Game changer or Safe bet?

Recently, the GECs have been engaged in a battle of reality shows by launching a spate of reality shows such as MasterChef India, Kaun Banega Crorepati and Bigg Boss. Since these are big ticket shows for the channels, they have ample repeats throughout the week. Probably, the safest bet would be to have a repeat telecast of these shows in the afternoon time band which is dominated by female viewers.

As per the TAM data of the past five weeks (C&S, 4+ HSM), Star Plus has the highest GRPs in the afternoon time band, followed by Colors, Zee TV and Sony Entertainment Television.

Afternoon Time Band

Time Band: 12:00 to 14:59

Considering that a large portion of the viewers of this band are women, it is not surprising that shows like ‘Pavitra Rishta’. ‘Bidayi’ and ‘Pratigya’ have a loyal audience following in this slot.

Commenting about the afternoon time band, Deepak Netram, GM, Lodestar Universal, said that this band had a fairly focused audience of housewives and hence the channel knows that the shows will be efficient in terms of delivery. “Shows that are more lifestyle based would probably not be the right fit in this time band,” he added. “Drama based shows appeal to the mindset of the core audience of this band and hence some shows continue to do well in this slot especially.”

Bhavna Jha, Associate Vice President, TME, Delhi, said that while most of the audiences in this time band are women, there are other viewers as well. Keeping that in mind, the channels can experiment a bit and show content such as classic movies or classic movie songs. “Most channels just experiment with drama based shows in this time band and that is doing the obvious,” she added.

Similarly, Pranay Shah Singh, Associate Media Director, ZenithOptimedia, pointed out that in the near future drama based shows will continue to dominate the afternoon time band. He also added that the channel gets incremental targeting and can broad base its viewers by showing the repeats of primetime shows.

While the channels might be playing safe by airing repeats of popular shows and hence attracting viewers, it might just be the right time for them to experiment with different genres of programming to generate more audience interest.

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