Top Story

e4m_logo.png

Home >> Media - TV >> Article

Marathon funda again pays off well for Star One

23-May-2005
Font Size   16
Marathon funda again pays off well for Star One

The marathon format, wherein back-to-back episodes of a show are aired, is a common phenomenon internationally and has been seen in English entertainment like 'Friends' marathon on Zee Café. When tried in original Hindi programming, the strategy also delivered. Star One tried it once with 'Instant Khichdi' resulting in increased channel share for the day. Now when the channel tried the same with Sarabhai vs. Sarabhai, the results are no different, giving Star One an all time high channel share for the telecast.

Beginning with numbers, TAM Media Research data indicates that even if only the primetime numbers for CS 4+ in the Hindi speaking market is seen, Star One has recorded a weekly average channel share of 1.37, which is the highest it has seen in these parameters. If its core TG, CS AB 10-44, is seen, the share is even higher at 2.38 per cent for the same market for week 20.

In Hindi metros, for One's core TG on May 8, the channel is the highest rated channel on an all day rating, delivering a share as high as 7.3 per cent, followed by Zee TV at 6.07 per cent and Star Plus at 3.02 per cent.

"The marathon format is working very well for us," said Ajay Vidyasagar, Head, Marketing, STAR India. "We are very delighted with these numbers. The strategy had worked when we first tried it with 'Instant Khichdi' on Fool's Day and the performance of the Sarabhai marathon is even better."

It should be noted that both these shows are the highest rated show on Star One in any case. According to Vidyasagar, the experience with 'Instant Khichdi' was a "dramatic eye-opener." Said he, "The increased buzz it created and volumes that it brought to the channel, brings its own advantages. The advertiser response is fantastic. More importantly, what these numbers have done is proved Star One as a cost effective option in context to the current ratio of cost versus returns."

Sarabhai Marathon has two main sponsors including Titan Fastrack. The channel is planning on more such marathons to build the 'One' brand better. Vidyasagar explained that these marathons have helped build awareness around the channel.

On whether the channel would try the same with non-comedy shows as well, Vidyasagar replied, "We are still working on the shows with which we want to try this format and the appropriate time when it can be done. But I don't see why we can't try it with the other shows on the channel. Each of these shows like 'Remix' has its own appeal and a loyal audience. I think it can work with other genres as well."

Tags

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

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by