TOI: Prime Time slot to span

With content getting an apt dose of variety, the prime time band on GECs has extended to a larger time span, which also means more eyeballs
Strategizing the time bands on television, definitely is letting channels reap in great dividends, as Indian tellyviewer's are getting a daily dose of variety. With early, main and late prime time bands offering a variety of entertainment packages, tube is getting more interesting by the day. Unlike earlier, now the drama and twists in the tale start to unfurl from 7 pm which extends till 11 pm, in some instances from 6 pm onwards.

While Saath Nibhaana Saathiya became an example of how time band of 7 pm would benefit a show, shows like Iss Pyaar Ko Kya Naam Doon?, Balika Vadhu, Devon Ke Dev Mahadev, Byaah Hamari Bahoo Ka, Piya Ka Ghar Pyaara Lage et al are indulging in TRP tussle every day at the time band of 8 pm. Similar is the story of shows like Bade Acche Lagte Hain, Na Bole Tum Na Maine Kuch Kaha, Kuch Toh Log Kahenge, Saas Bina Sasural, Amrit Manthan, Dil Se Di Duaa.. Saubhagyavati Bhav, Diya Aur Baati Hum (which has outpaced its competitors on the time band of 9 pm having topped the TRP charts), Crime Patrol, CID, Savdhaan India and many more shows.

Taking from movies to mythologies, drama, thrillers and reality shows, viewers get options aplenty on their entertainment platter. On the changing dynamics, Ajit Thakur, general manager of a renowned GEC says, "Lot of broadcasters are trying to adapt to all the prime time bands - early prime time (6 pm to 8.30 pm) which has more kids viewing, followed by main and late prime time. Thus the variation in programming mix like movies, mythology and then thrillers and reality TV which caters to the viewing requirement of the entire family. The time band of 8pm to 11pm is considered the peak of prime time with the 9pm to 10pm time band receiving more viewership. This, in turn, depends on how strong the shows are."

Now, the million dollar question is whether a particular time band on the prime time results in high TRPs? Producer Sudhir Sharma says, "Whether positioning of your show in a specific time band scientifically affects your show is still a question with no set answer. Early or late time band does not really affect shows that are stable and big brands having established a strong brand equity and brand recall."

There is no denying the fact that competition on the time bands has become more intense. "Competition is obvious in every slot," says Sharma.

Actor Jai Kalra feels competition and the need of variegated content has opened up many opportunities for actors. " In metros, viewers get to watch TV after 9pm because of late working hours. This explains the extension of prime time. At the same time, the viewership pattern in all cities is not the same, which makes it imperative for content to be strong."

Actor Adaa Khan says, "Prime time slot fetches more TRPs, which helps an actor get more recognition. Audience accepting various formats and genres has resulted in a variety of content."

While prime time is sprucing itself with more formats and genres, viewer gets a chance to remote hop.