Article: Rise of early prime time

The early part of prime-time, which starts at 8 pm, was considered a producer's nightmare. That was two years ago but serials like Balika Vadhu and Raja Ki Aayegi Baraat have changed the game completely. Now it is the late slots that are struggling for TRPs

While prime-time television viewing is between 8 to 11 pm, the 9 to 10 pm block was considered safe because it delivered better ratings during the days of the weeklies. But the rule of game changed with Kyunki Saas Bhi Kabhi Bahu Thi and Kahanii Ghar Ghar Kii which made the late prime-time (10 to 11 pm) extremely popular. However, the early part of prime-time, particularly the 8 pm slot, was a producer's nightmare. Till about two years ago, no show in this time slot did well. While shows in 9 to 10 pm slots continue to notch up good ratings, lately it is the early prime-time that is delivering robust TRPs. On the other hand, there is a marked decline in viewership for late prime time shows. That's not all. Even the pre-prime time (7 to 8 pm) which till recently was filled with repeat runs is now being serviced with original content.

What's the reason behind the rise of early prime time? "There is viewership for good content between 8 and 11 pm. Even at 7.30 a good show can get one-plus TVR," says Shailja Kejriwal, head of content at NDTV Imagine. Shailja says if Kyunki... and Kahani... got double digit ratings at late prime time, Sonpari and Khichdi did not do badly at early prime time. Vivek Bahl, Star's senior creative head, doesn't disagree, "There are enough people who will watch a show at all possible time slots if the content is good." It goes without saying that good content works but there is no denying that early prime time was never taken as seriously as is the case now.

"Since it delivered low business early prime time was mostly serviced with low-cost light entertainment for kids," says Sony's creative head Sanjay Upadhyay. How did the change happen then? "I guess people noticed content getting better with Dulhan and Raja Ki Aayegi Baraat," feels Vivek. According to producer-director Rajan Shahi, often it takes one good serial to show better result. "Dulhan, which was quite different from the typical saas-bahu shows, infused life into the dead slot. As more and more people started watching the show, gradually early prime time viewership picked up." Both Vivek and Rajan are right from the programming point of view. But one important factor that had a major positive impact is the expansion of TAM universe in January 2007 from 4,800 PeopleMeters covering 73 cities and towns to 7,000 meters spread over 151 cities and towns.

"Post-Tam expansion the market witnessed drastic changes as programming preferences of as many as 78 small cities and towns' viewers which went unnoticed earlier got a healthy representation in the new TRP universe," says Sanjay. Since television viewing in small towns begins and ends early, early prime time got a boost and late prime time registered a decline which helped Dulhan come close to Kyunki's ratings several times. If Dulhan rocked at 8 pm before losing steam post-reincarnation , Raja Ki Aayegi Baraat did the same before losing out to the eye-grabber Balika Vadhu which is delivering amazing ratings.

Today across channels, early prime time is the best performer as compared to late prime time, while prime time continues to deliver consistent ratings. The shows which are doing exceedingly well include Bidaai, Balika Vadhu, Raja Ki Aayegi Baraat, Kis Desh Mein Hai Mera Dil, Jai Shri Krishna and Yeh Rishta Kya Kehlata Hai. What's more, even the pre-prime time is doing reasonably well with shows like Chhoti Bahu, Maa, Bandhan, Santaan and Sangam. Says Bahl, "There are enough small town viewers watching shows from 7 pm onwards because of growing penetration of cable TV in smaller towns."

According to Sanjay, besides TAM expansion, what also led to the fall of late prime time is the lack of supply of fresh content. "Kyunki.. and Kahani.. ran far too long and blocked entry of new shows. Hence fresh content at early prime time took viewers away from late prime time. On the other hand, prime time survived because the supply of new shows didn't stop," says Sanjay.