Top Story

e4m_logo.png

Home >> Media - TV >> Article

Zee TV makes headway in the difficult 10.00 pm slot, ‘Betiyann’ delivers

12-October-2006
Font Size   16
Zee TV makes headway in the difficult 10.00 pm slot, ‘Betiyann’ delivers

Zee TV’s Ghar Ki Lakshmi… Betiyann’ had quite an ordeal to face – not only was the show launched in one of the most difficult slots, 10.00 pm, which houses ‘Kahaani Ghar Ghar Ki’ on STAR Plus, the launch date also coincided with the launch of ‘Nach Baliye 2’, the preceding season of which had done well for STAR One.

However, Zee TV has quite a few reasons to celebrate. At least in the opening week, the show has started off with some good numbers. In the C&S 4 + in the Hindi speaking markets, ‘Betiyann’ has delivered an average of 3.7 TVR, with average reach of 8 per cent and cumulative reach of 8 per cent.

What the channel officials are most elated about is the fact that the show has done well towards the later half of the week, with the Thursday episode rating a 5 + TRP at 10.2 per cent reach. Tarun Mehra, Marketing Head, Zee TV, said, “Markets like Delhi have clocked 8.5+ TVRs on Wednesdays and Thursdays and averages at 7.1 TVR – this is quite a start.”

Zee TV has aired the first week with break free episodes. Replying to whether this was one of the reasons that had allowed the channel to deliver these kind of numbers, Mehra said, “We undertake such steps depending on the criticality of the slot and the other things in competition. Not only is 10.00 pm a very critical slot, but there are too many other media activities in this week, which made sense to try a differentiated approach.”

Mehra further said, “After the first airing, we have gradually built up the audiences and have scored the highest on the final day of the week. I think that in itself is a positive trend.”

One week would be too short a period to predict what 10.00 pm is going to look like on television, but ‘Beityann…’ does promise a fight. “In the forthcoming weeks, I think if not more, we will sustain what we have done in the first week itself, despite it being a crazy media scene right now. It wouldn’t be wrong to say that after a very long time, a show has rated 5 plus in the 10.00 pm block – we are going to work very hard on it,” Mehra said.

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

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

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 compe...