Home >> Media-TV >> Article

STAR’s regional gamble in Maharashtra pays off

15-October-2012
Font Size   16
STAR’s regional gamble in Maharashtra pays off

We have seen every broadcasting network take the regional channels route and it seems this strategy has paid off. Regional channels are today doing well; in fact they are doing better than GECs in some regions.

According to the data shared by STAR, Star Pravah, which is the third regional channel from the STAR Network, is currently leading the total Maharashtra market with maximum 267 GRPs at an average in Q3 period (Week 27–Week 39) among CS 4+ TG. The channel has also seen 11 per cent growth compared to Q2 period where the average for channel was 241 GRPs.

Star Pravah beats not only the Marathi GE channels but also tops the charts when compared to both, Hindi and Marathi GE channels. Zee TV ranks number two in the market with 254 GRPs in Q3 followed by Sony Entertainment Television with 248 GRPs in the latest quarter.

It won’t be wrong to say that STAR’s move has been vindicated. Yogesh Manwani, Senior Vice President – Marketing, STAR Pravah takes us through the channel’s journey…

“Regional brands have a different set of audiences. The percentage of marathi speaking population is 60 per cent upwards and in that sense the majority population accross genders, age groups, social strata is actually Marathi speaking,” said Manwani.

Commenting on the wide reach of the channel, Manwani stated, “The numbers clearly come from the back of both, reach and time spent. Therefore, I would say that the content is not necessarily catering to one particular audience but is cutting across evenly.”

The data also states that Star Pravah ranks number one in Mumbai with an average of 308 GRPs in Q3 period, (304 GRPs in Q2’2012) thereby leading the market in consecutive last two quarters. Sony Entertainment Television ranks number two in the market with 284 GRPs in latest quarter, followed by Colors ranking number three with 256 GRPs. ETV Marathi averages 237 GRPs in the Q3 period, whereas Star Plus is at 191 GRPs and Life OK is at 101 GRPs in Q3 period.

The channel has shared that Star Pravah also ranks number one in Pune. In the latest Q3 period, Star Pravah averages 446 GRPs (345 GRPs in Q2’12) followed by Zee TV ranking number two with 229 GRPs in the Q3 period.

Manwani said that the cumulative reach of Pravah is 85 to 90 per cent which proves that almost everyone is watching it in the immediate universe. A couple of years ago before the Marathi space grew, the viewership was restricted to certain audiences and markets but with Pravah, the viewers have responded to the programming content.

Stressing that the number across the different markets and audiences is uniform, Manwani stated, “Star Pravah has been performing across all markets. We are uniform everywhere so we are 300 + in Mumbai, 450+ in Pune and so on. We are almost similar and cater to everyone.”

According to Manwani, the rationale behind STAR Network branching out to regional channels is to have a dominant share across audiences, markets and genres. STAR forayed into the regional business only because it believes there is potential. The network had identified audiences whom the channel could cater to by specialised offering of programming content in the language they are most comfortable with.

Content strategy
Commenting on the programming content, Manwani shared that fiction dominates and leads like in any other GEC.

As a part of the programming mix, Star Pravah also airs non-fiction shows, daily movies and special weekend movies. Within fiction space, the channel telecasts shows catering to different audience sets. There are fiction shows that cater to women of the household as well as certain shows that are targeted towards men and kids.

Manwani believes that the target audience is culturally deep rooted but at the same time they are contemporary and moving with time like the rest. So the characters of Pravah’s shows are also based on the same ideology. They are rooted to culture, contemporary, aspirational and depict strong characters whom audiences can relate to and connect.

“While the objective remains to narrate the story in an entertaining and engaging way, there are certain messages that we also intend to convey through the shows,” added Manwani.

Marketing initiatives
The channel designs its marketing campaign depending on the audiences and markets they are trying to reach out to. Manwani stated, “Since the channel itself is a huge platform where we get a lot of viewers, the channel is able to engage with them and inform them through it primarily. At the same time, our idea is to try and include more and more people through different activities. It is very important to build a relationship with the target audience rather than purely informing and creating awareness.”

The channel has undertaken various activities to constantly engage the audience and further deepen the bond since the last one and a half years. The channel has organised on-ground initiatives where it provides the viewers with an opportunity to interact with their favourite characters and have fun with them thorough games, etc. The channel has presence on digital and social media platforms.

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

He is the man behind India's most rewarded and talked about campaign at Cannes 2018, 'Blink to Speak. Read on to find out how he conceptualised the idea and led the team that created the campaign.

Facebook-owned Instagram introduces IGTV, a new app to upload long-form vertical videos, intensifies competition with YouTube.

Piyush and Prasoon Pandey will be the first Asians and first from WPP to be deemed with this honour tonight at the Cannes Lions Festival of Creativity