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Help Concert delivers as per industry expectations

21-February-2005
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Help Concert delivers as per industry expectations

Help Concert was the first ever television industry initiative when 15 channels blocked off six hours of their programming to telecast the event for benefit of the Tsunami victims. The event was sold by the STAR India sales team and according to the industry experts it has delivered as per expectations.

One aspect of the concert was that it was stretched over six hours. The channels on which the event was telecast included DD1, STAR Plus, Zee TV, Sony, MAX STAR Gold, SAB TV, STAR One, Hungama TV, MTV, Channel V, STAR Utsav, Zoom Nickelodeon and Vijay TV.

TAM Media Research indicates that the target C&S 4+ in the Hindi speaking market delivered the highest TRP for 'Help Concert' for the leader with 2.22. Zee follows with 1.32 and Sony delivered 1.02. The cumulative rating for all the 15 channels is 6.48. If the half-hour average is seen, the peak rating for all channels put together, is seen from 9.30 pm to 10.00 pm, at 10.14 TVR.

Until this period, from 6.00 pm, the audience has steadily grown on the various channels from the 3.17 cumulative rating that was seen from 6.00 to 6.30 pm. There is a slight loss in the following one and a half hour. For media experts, the concert is as per expectations. Punitha Arumugam, CEO, Madison Media (South & West) says, "These numbers are at par with our expectations. Also, what should be seen is that the advertiser do get the benefit of having the impact of being present on 15 channels at one time."

GroupM's Laxmi Narasimhan says, "Saturday in any case is a low viewing day and more importantly this is the average of six hours. This compares to the rating of any cricket match."

What the experts also point is that this was an event done with a social objective than a commercial one, where key players joined hands for the same cause. When seen from that angle, the 'Help Concert' has quite delivered."

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