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Innovative programming rakes in high TRPs for channels
The race to grab eyeballs has never been so fierce before. Earlier, audiences had Zee, Star Plus and Sony (all falling under general entertainment channels GEC1) to choose from. But in the last two years, three more channels, namely Star One, SAB (after the takeover by Sony) and Sahara One have come up in the GEC 2 category and are vying for attention. To beat competition, these channels have come up with innovative ideas to gain the much sought after TVRs.Nach Baliye and Laughter Challenge on Star One and Poore 32 Chahiye with five new rib-tickling comedies for each of the five week-days on SAB are the examples of innovative programming. "Programmes like Nach Baliye and Laughter Challenge were successful since they were new and refreshing," says P Phani Shekhar, an analyst with Angel Broking. "Reality TV started in India with Indian Idol but not all shows are successful," he adds. With these out-of-the-box programs, channels are gaining greater top-of-the-mind recall with audiences. As per the current TAM ratings, the prime time TVR for Star One is 0.7, with SAB following closely at 0.5. According to Sathya Raghavan, VP marketing, Star India, "Star One was launched with the intention of targeting an upscale audience. Programmes like Nach Baliye and Laughter Challenge have exceeded our expectations." With the next season of Nach Baliye all set to go on air soon, the channel aims to capture the second position in the Hindi segment. Ready to ride on the success of Nach Baliye 2 are two shows - Saathi Re and Paraya Dhan - to be launched just weeks after the start of the celebrity dance competition.
The race to grab eyeballs has never been so fierce before. Earlier, audiences had Zee, Star Plus and Sony (all falling under general entertainment channels GEC1) to choose from. But in the last two years, three more channels, namely Star One, SAB (after the takeover by Sony) and Sahara One have come up in the GEC 2 category and are vying for attention. To beat competition, these channels have come up with innovative ideas to gain the much sought after TVRs.Nach Baliye and Laughter Challenge on Star One and Poore 32 Chahiye with five new rib-tickling comedies for each of the five week-days on SAB are the examples of innovative programming. "Programmes like Nach Baliye and Laughter Challenge were successful since they were new and refreshing," says P Phani Shekhar, an analyst with Angel Broking. "Reality TV started in India with Indian Idol but not all shows are successful," he adds. With these out-of-the-box programs, channels are gaining greater top-of-the-mind recall with audiences. As per the current TAM ratings, the prime time TVR for Star One is 0.7, with SAB following closely at 0.5. According to Sathya Raghavan, VP marketing, Star India, "Star One was launched with the intention of targeting an upscale audience. Programmes like Nach Baliye and Laughter Challenge have exceeded our expectations." With the next season of Nach Baliye all set to go on air soon, the channel aims to capture the second position in the Hindi segment. Ready to ride on the success of Nach Baliye 2 are two shows - Saathi Re and Paraya Dhan - to be launched just weeks after the start of the celebrity dance competition.
Meanwhile, SAB is gearing up to launch its first reality show Fame X, the second season of Fame Gurukul. "We are trying to capture the attention of the younger audience," explains Vikas Bahl, business head and senior VP of SAB. "Our target audience is any one between the age of seven to 75 with a young heart," he adds. Angel's Shekhar adds a word of caution, "While innovative programming has been a success, it is not a sure shot formula. The buzzword is to keep the audience interested in the show."
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