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For all their strike force and dribbling skills, the men in shorts have been beaten fair and square by the whole nine yards.
Despite and hype, hoopla and hard fought games, FIFA has not managed to upset the applecart—which in this case is the Indian soap operas.
The past month, ever since the FIFA World Cup 2010 began, our soap sagas have been stable on the TRP charts. Though the television audience size for the soccer games are impressive considering this is a country that worships cricket, the numbers are not impressive enough for top billing on the charts. While the competition for TV shows are ones on the rival channels, good-looking men running around in shorts have not caught the fancy of the Indian viewer.
According to the data provided by TAM (beginning June 21), shows like Sapna Babul Ka... Bidaai on Star Plus was the big gainer with a rating of 5.67, thanks to the death sequence of the protagonist Sadhna. Close on its heels is Yeh Rishta Kya Kehlata Hai and Mann Ki Aawaz... Pratigya with a rating of 5.38 and 4.42 respectively. Compare that to the rating raked up by FIFA — 1.93 per cent for the most watched football match. "There is a very loyal audience base for dailies who do not sacrifice their shows for any major sporting event in the world," explains producer Rajan Shahi. "Agreed, that FIFA comes once in four years, but in India entertainment wins over sports," he opines.
Popular shows on other general entertainment channels (GECs) too have managed to stay put to their posts. Na Aana Iss Des...Laado, Uttaran and Balika Vadhu have been the top dailies for Colors. Whereas Pavitra Risha and Jhansi Ki Rani made the charts for Zee TV. Even new show like Tere Liye found a place on the charts.
So confident are the producers and network bosses about their products that they don't plan anything 'special' to counter the attack. In fact a few new shows like Chaand Chupa Badal Mein were launched during peak soccer season. "The target audience for football and TV shows is different," says producer Sudhir Sharma. "Most homes are single TV homes and if there is a choice between soap operas and football, the former always wins. Of course, in metros —where soccer craze is at its peak — there are many two TV homes and football and dailies are watched simultaneously, albeit by different set of audiences."
Another factor that led to the stability of the shows is the audience base — which is this case is the Hindi heartland. "It's a known fact that today most shows are made mainly to cater to the Hindi heartland. In these areas, football still has a niche audience. Hence the homegrown dailies fair very well," says Nikhil Madhok, VP Marketing and Communication, Imagine TV. No surprise then that the telecast of the FIFA World Cup 2010 was well received in West Bengal followed by Assam and then Kerala.
However, some attribute the nature of the game as the reason for it not getting top billing in India. "Soccer is a sport that men love. The games were scheduled at 7.30, and usually post work men get together with friends at the local pub to enjoy the action, leaving the remote to the ladies at home," explains Shahi.
While the world might be blowing the vuvuzela loud and clear, the Indian audience seems to have failed to hear it, preferring the glycerine to the Jabulani.
Despite and hype, hoopla and hard fought games, FIFA has not managed to upset the applecart—which in this case is the Indian soap operas.
The past month, ever since the FIFA World Cup 2010 began, our soap sagas have been stable on the TRP charts. Though the television audience size for the soccer games are impressive considering this is a country that worships cricket, the numbers are not impressive enough for top billing on the charts. While the competition for TV shows are ones on the rival channels, good-looking men running around in shorts have not caught the fancy of the Indian viewer.
According to the data provided by TAM (beginning June 21), shows like Sapna Babul Ka... Bidaai on Star Plus was the big gainer with a rating of 5.67, thanks to the death sequence of the protagonist Sadhna. Close on its heels is Yeh Rishta Kya Kehlata Hai and Mann Ki Aawaz... Pratigya with a rating of 5.38 and 4.42 respectively. Compare that to the rating raked up by FIFA — 1.93 per cent for the most watched football match. "There is a very loyal audience base for dailies who do not sacrifice their shows for any major sporting event in the world," explains producer Rajan Shahi. "Agreed, that FIFA comes once in four years, but in India entertainment wins over sports," he opines.
Popular shows on other general entertainment channels (GECs) too have managed to stay put to their posts. Na Aana Iss Des...Laado, Uttaran and Balika Vadhu have been the top dailies for Colors. Whereas Pavitra Risha and Jhansi Ki Rani made the charts for Zee TV. Even new show like Tere Liye found a place on the charts.
So confident are the producers and network bosses about their products that they don't plan anything 'special' to counter the attack. In fact a few new shows like Chaand Chupa Badal Mein were launched during peak soccer season. "The target audience for football and TV shows is different," says producer Sudhir Sharma. "Most homes are single TV homes and if there is a choice between soap operas and football, the former always wins. Of course, in metros —where soccer craze is at its peak — there are many two TV homes and football and dailies are watched simultaneously, albeit by different set of audiences."
Another factor that led to the stability of the shows is the audience base — which is this case is the Hindi heartland. "It's a known fact that today most shows are made mainly to cater to the Hindi heartland. In these areas, football still has a niche audience. Hence the homegrown dailies fair very well," says Nikhil Madhok, VP Marketing and Communication, Imagine TV. No surprise then that the telecast of the FIFA World Cup 2010 was well received in West Bengal followed by Assam and then Kerala.
However, some attribute the nature of the game as the reason for it not getting top billing in India. "Soccer is a sport that men love. The games were scheduled at 7.30, and usually post work men get together with friends at the local pub to enjoy the action, leaving the remote to the ladies at home," explains Shahi.
While the world might be blowing the vuvuzela loud and clear, the Indian audience seems to have failed to hear it, preferring the glycerine to the Jabulani.
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