GEC 2011 - Facts beyond Fiction

In a highly cluttered environment characterized by ever-decreasing loyalty levels, the role of marketing became ever so important. If a new non-fiction show did not generate enough buzz when it launched, it stood very little chance of resurgence. However, for fiction, the resurgence could come over weeks, as content evolved. Many fiction shows opened to good numbers but struggled to hold on, while many others showed consistent groW*H on the back of powerful content.

The table below lists the top 10 non-fiction and fiction launch marketing performances in 2010, as measured by Showbuzz, which tracks the UA (Unaided Awareness) and TA (Total Awareness) of new shows on television.

A lot rides on the first month and a half of 2011. Before the ICC World Cup and the IPL kicks in, Colors will look at making an impact within fiction in 9-10pm. If the channel has to give Star Plus a close fight for the top spot, Phulwa and Mukti Bandhan will have to necessarily deliver good numbers.

Sony has managed a steadily growing year, especially in the last four months. The channel seems set to become a consistent no. 3 in 2011, if its fiction content continues to get stronger, like it has in recent times.

But in all this, don't rule out the biggest story of 2010-11 - SAB TV. Breaking every notion of the GEC viewing, the family-inclusive de-stress channel has reached never-before numbers, within striking distance of Sony and Zee TV at times. The way the mood of the country is moving, it will be no surprise if SAB manages to grow further. Comedy, along with reality television, is where the next level of groW*H lies.