Top Story

e4m_logo.png

Home >> Media - TV >> Article

‘Gulaal’, Pamela Anderson on ‘Bigg Boss’, ‘KBC’ & ‘Pavitra Rishta’: The 9 pm war intensifies

25-November-2010
Font Size   16
‘Gulaal’, Pamela Anderson on ‘Bigg Boss’, ‘KBC’ & ‘Pavitra Rishta’: The 9 pm war intensifies

Last week, Star Plus wrapped its highest delivering property ‘Bidayi’ with ‘Gulaal’ that debuted on November 15, 2010. As interesting as the move is, many have seen it as a risk. The first set of numbers of the show is here.

TAM Media Research data shows that ‘Gulaal’ opened with a 2.87 TVR on Monday, and has stayed in the 2-plus range, with the exception of November 18, 2010, when the episode rating is at 1.85 TVR. An absolute comparison is not fair at present as this is the opening week, but the numbers are modest when compared to ‘Bidayi’.

Anupam Vasudev, EVP Marketing, STAR India, reminded that unlike format shows and other such properties, soaps or serials were “long-term propositions”. In a conversation with exchange4media, he explained, “It is too early to predict anything at this point as the show has only seen two and a half hours of air time yet. We have to give the show at least four weeks before we can gauge anything. It is not a T20 game, where we have to win the match in 20 overs – this is a long term process, and we have a vision of two to three months for the show.”

Even as many eyes are on ‘Gulaal’, and whether Star Plus can repeat the magic, the 9.00 pm itself is witnessing an intense battle.

GEC war at 9 pm
Defying anything that the Ministry of Information & Broadcasting had to say, ‘Bigg Boss’ is continuing at 9.00 pm, and last week, the ‘Bigg Boss’ house hosted Pamela Anderson for three days. ‘Bigg Boss’ that has otherwise been delivering around 3-plus TVRs for its episodes, saw a spike in ratings last week averaging at almost 4.5 TVR for the period that Anderson was on the show. The average, however, would drop if the Monday episode, November 16, 2010, is included.

‘Bigg Boss’ has rated better than ‘Kaun Banega Crorepati’, Sony’s prime 9 pm attraction, despite star anchor Amitabh Bachchan. ‘KBC’ has managed an average of 3.68 TVR in the week.

Despite all the action in the slot, and channels like Colors spending a reported amount of Rs 3 crore for including Pamela Anderson on the show – exchange4media couldn’t independently verify the figure – the one show that had a strong week was ‘Pavitra Rishta’ on Zee TV. The show hit a massive 6.27 TVR, which is one of the best numbers that it has seen so far.

The 9.00 pm war promises to continue, and it is evident that for now, it is not an easy slot to crack.

Also read:
From ‘Bidayi’ to ‘Gulaal’ – Star Plus bids farewell to one of its key shows
 

 

Tags Star Plus

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular