TAM Ratings - 13/06/2010 to 19/06/2010

Target Group : CS 4 + Yrs ;

For the week from 13/06/2010 to 19/06/2010

Source: TAM peoplemeter system

MUMBAI: Surely it has basked in its magnificence for plenty - nine years of continued leadership at the top and then salvaging its lost glory from Viacom18's Colors after a year-long gap. But never has its achievements been such a historic feat since the first season of KBC.

Star Plus, now walking the path of a new self discovery with its rebranded look, has touched a new GRP high for the week ended 19 June with 445 points in its kitty. And to differentiate it further from the Hindi GEC gang, the channel has taken an exorbitant jump of 108 points in just one week to cross the 400 fence patch and break its own record since its KBC days.

What has primarily helped Star Plus to attain this huge jump is its weekend event, Star Parivaar Awards, that attracted 55 GRPs to the channel as it delivered a TVR of 7.2. The show achieved a peak TVR of 9.9 at 9.35 pm while the red carpet delivered 2.2 TVR (7:30 pm- 8 pm).

Said Star India EVP marketing and communications Anupam Vasudev, "Also, the new look of Star Plus has had huge sampling by new viewers while there has been an increased consumption from the existing viewers."

The other element that has helped Star Plus to upgrade its GRP grades is its weekday prime time. The band delivery saw a positive high wherein shows either registered a healthy and upward viewership over the previous week or maintained stability.

Pratigya (Monday-Friday 10.30 pm) is at 5.1 TVR (4.8), the highest average for the show since launch that continued to lead the slot. Bidaai (Monday-Friday 9 pm) has also moved up the TRP ladder to post an average TVR of 5 (3.6). Its one hour special on Saturday delivered 5.8 TVR.

Additionally, the newly launched Ekta Kapoor produced Tere Liye (Mon-Fri. 10 pm) seems to have given the channel an incremental push as the show opened with a 4 TVR on Monday and averaged 3.8 TVR.

"We want to lead in every primetime slot. Tere Liye performed extremely well for us and is a good bet to eventually lead the 10 pm slot. We are also launching the new show Chaand Chhupa Badal Mein at the 8 pm slot as it is a weak band right now," Vasudev said.

Star Plus had already begun experimenting on its programming content to understand the changing viewership patterns with shows like Bidayi and Yeh Rishta. "The shows fetched good eyeballs and the channel knew that "times are a changing". It led to bolder formats with Aap Ki Kachehri and Sach Ka Saamna and now, with the reinvention of self, Star Plus seems to have bounced back with the audiences well," says a top media executive on conditions of anonymity.

Fitting into the new image of the channel, Star chalked out an innovative strategy. The channel ran no commercial ads for 24 hours from Monday primetime but filled up the inventory with its own promos. "The exercise to promote ourselves during breaks began on Monday primetime and ran for 24 hours," said Vasudev.