Channels open new slots - SGP

Channels open new slots

O ne of the most unexpected recent successes is Saathiya Saath Nibhana. Unexpected because the show's non-prime time 7 pm slot was a relative non-performer as compared to the 7.30 and 8 pm slots. But Saathiya, which started on a low key about six months ago, has been a star performer over the last three months, so much so that it is driving the early prime time on GECs. After making it as the number one GEC show with rating of 6-plus, a couple of times, it has been consistent at no 2 and 3 slots with 5-plus TVR against stagnant competition. Saathiya, along with Sasural Genda Phool, has made Star Plus a leader in the 7 to 8 pm band. Not long ago, Chhoti Bahu was another surprise hit at 7.30 pm, also a dead slot then. Thanks to the success of these shows at early prime-time, channels like Star Plus and Zee have lately expanded their prime-time.

As a result, unconventional time bands that earlier had only repeats of prime-time are now being serviced with original content. The trend was started by Star Plus which turned aggressive after its brand makeover in June last year. The only channel that has a successful afternoon band of one-and-a-half hours of original content, Star Plus surprised competition by re-slotting the successful Sabki Laadli Bebo from prime-time 10 to 6.30 pm in June. Three months later, it launched Kaali - Ek Agnipariksha at 11 pm, followed by the launch of Maryaada at 11.30 pm. Zee followed suit by opening a new time-band of original content between 6 and 7 pm with Bhagonwali Baante Apni Taqdeer and Apno Ke Liye…Geeta Ka Dharmyudh in early December. A few weeks later, even Colors, which had tested some success at 7 pm with Bhagya Vidhaata, ventured into early prime-time with Maati Ki Banno at 6.30 pm. Last week, Star Plus shifted Behenen from 8.30 to 6 pm.

While the 7 to 11 pm band is shared between the top five channels - Star Plus, Zee, Colors, Sony and SAB - with varying degrees of success from slot to slot, are viewers really watching shows before 7 and post-11 pm? According to TAM data, Kaali... rates at 1.7 TVR, Maryaada delivers 1.1; Bhangowali... and Geeta Ka Dharmyudh manage 0.6 and 0.7 respectively, while Maati Ki Banno rates at 0.9. "These are early days yet," says Zee's head of fiction Sukesh Motwani. In his opinion, there is enough audience even at early prime-time. "Of course, the numbers can't be compared with prime-time or pre-prime-time, but viewership will grow slowly," he feels.

The idea behind expanding prime-time, according to Star's head of marketing Anupam Vasudev, is to give varied content at different time-bands. "There is enough consumption for television across time-bands. It's not that people watch TV only at prime-time. Of course, viewership peaks at prime-time, but there are large numbers of viewers even at 6 and after 11 pm, provided the content is compelling enough," he claims. But which segment of audience consumes television at 6 and 11 pm? By the nature of stories and settings, it appears early prime-time shows are targeted at small centers while the post-11 pm content is designed for urban consumption. After all, out of 103 million C & S homes, as many as 46 million come from the rural sector which switches on TV early. Anupam denies such stark demarcation. "All kinds of viewers are sampling general entertainment across time-bands," he asserts.

Expansion of prime-time is a result of competition which has churned the entertainment market like never-before. In a competitive market, leadership doesn't come without a sound portfolio of programming. Gone are the days when channels commanded leadership on the back of two or three high performing shows. Today, every time- band and slot needs to contribute for the channel's overall GRPs. Hence to create stickiness and channel loyalty every GRP counts even if it comes at a cost. But it also delivers because advertising for original content has a different rate-card from repeats.

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