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CHANNEL OF THE YEAR
MEDIA EXPERTS VOTE FOR THE SUCCESS STORY OF 2011
Channel ranking based on viewership is fairly well known.
But which channel can be called the "Success Story of
2011"? In the Decision Makers Survey (DMS), senior
advertisers, media planners and media journalists were
asked for their opinion on this question.
To make the process scientific and exhaustive, the experts
were given a list of channels to choose from. The channels
in the list were picked on the basis of their performance in
2011 on key business parameters such as viewership and
revenue. While generating the list, the focus was on
"growth" and not the absolute scores.
Sony Entertainment Television sweeps the category, with a
staggering 57% share. The channel had a great run, moving
up from the no. 4 Hindi GEC in 2010 to the no. 2 position in
the second half of 2011.
There were several elements to the Sony success story,
including a hugely successful season of Kaun Banega
Crorepati, a clutter-breaking property in Crime Patrol and
sustained performance of weekend properties such as CID
and Comedy Circus.
However, the biggest turn-around for the channel came in
the form of a fiction series. Bade Achhe Lagte Hain (BALH),
produced by Balaji Telefilms and featuring television
superstars Ram Kapoor and Sakshi Tanwar, was declared
a hit within weeks of its May-end launch. The show has
given Sony a key dimension it lacked – strong daily fiction
content.
On the back of the success of BALH, the channel launched
other fiction shows – Kuch Toh Log Kahenge, Parvarish and
Dekha Ek Khwaab. Most of them have managed to sustain
well, though none has entered the BALH league yet. Add
Saas Bina Sasural to the mix, and the channel can now
boast of a prospering fiction line-up.
2012 will be a crucial year for Sony. They will need at least
two more success stories like BALH, if they have to
challenge Star Plus at the top. BALH itself has to sustain
through the year, without losing momentum. Colors will be
breathing down Sony's neck with new fiction and non-fiction
launches round the year. It promises to be a year of nonstop excitement in the Hindi GEC space.
Movies Now (launched in December 2010) made
immediate impact in early 2011 and took the no. 1 position in
most weeks in the English Movie Channels (EMC) genre.
Being a niche category, there were fluctuations at the top,
especially in the second half of the year. But most media
experts felt Movies Now managed to push other EMCs into
relooking at their game. For 23%, it was the no. 1
broadcasting success story of the year.
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