Home >> Media-TV >> Article

‘Ajab Prem…’ draws the eyeballs for Colors

07-January-2010
Font Size   16
‘Ajab Prem…’ draws the eyeballs for Colors

Hindi GEC Colors has started the New Year on a high, maintaining its numero uno position. Airing of the recent Bollywood hit ‘Ajab Prem ki Ghazab Kahaani’ on December 27, 2009 (between 8 pm and 11.30 pm), has also enabled the channel to grab the largest slice of the viewership pie with a 7.5 TVR.

According to TAM Media Research, in Week 1, the channel led the Hindi GECs with 336 GRPs and a 24 per cent market share (C&S, 4+, HSM).

Ashvini Yardi, Programming Head, Colors told exchange4media that while she had expected the movie to do well, she did not expect it to garner such high ratings. She, however, declined to comment on the strategy adopted by the other channels.

Besides bagging the top spot in the Top 10 programmes during the week, the movie also recorded the highest viewership since 2005. Before ‘Ajab Prem ki Ghazab Kahaani’, ‘Dhoom’, which was telecast on Sony on May 29, 2005, had recorded 7.1 TVRs, while ‘Krrish’, which was telecast on Star Plus on May 6, 2007, had garnered 5.5 TVRs.

Barring Star Plus, which is currently placed second with 298 GRPs, all other Hindi GECs, too, had a movie aired on December 27 in the same time slot as ‘Ajab Prem ki Ghazab Kahaani’ on Colors. Star Plus had aired ‘Music ka Maha Muqqabla’ at 9.00-11.00 pm, which recorded a TVR of 2.3.

The movie ‘Ek Vivaah Aisa Bhi’, which was telecast on Zee TV, garnered 1.2 TVRs, while ‘Bhoothnath’, which was aired on Sony TV, recorded 0.6 TVR. ‘Dhan Dhana Dhan Goal’ on NDTV Imagine recorded 0.3 TVR.

Akash Chawla, Head - Marketing, Zee TV, explained, “The movies on Zee Cinema as well as Zee TV are scheduled beforehand and we can’t keep reacting to what the competitor is doing. Whatever steps are taken, are done in the best interest of the network.”

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

A total of 183 advertisements were picked up by ASCI’s Suo Moto surveillance

Communication experts say that the recent Airtel controversy on Twitter is a lesson for consumer-facing brands to rejig their customer support and make it more apt for social media

The movie has been trashed by critics and movie-goers alike. We find out how this dents the brands associated with the movie.