MUMBAI: English general entertainment channel (GEC) Romedy Now has completed two years and as per Broadcast Audience Research Council (BARC) India data, the channel today commands 58 per cent share viewership in the genre. Additionally, 18 shows out of the top 25 shows in the English GEC genre are on Romedy Now.
What’s more, as compared to last year, the channel’s ad rates have also gone up by 50 – 60 per cent.
Since its launch on 22 September, 2013, Romedy Now has been home to some of the most romantic movies and funniest shows. Shows like FRIENDS, Ally Mcbeal, Witches Of East End, 2 Broke Girls, Friends With Better Lives and Jane The Virgin have all partnered in the growth of the channel and have contributed to its success.
Speaking on the channel completing two years, Times Network head English entertainment cluster senior vice president Vivek Srivastava said, “The channel has done very well in the last two years in terms of numbers. We are constantly number one in BARC India and TAM Media Research (TAM). Romedy doesn’t command the share of mind but the share of heart and that’s the strength of our brand. The channel command 58 per cent viewership in the genre and in the last 13 weeks, 18 shows out of the top 25 shows in English GEC space are on Romedy Now. That is the power of the content we have. Moreover, Romedy Now is not compared with the movie channels’ segment but with the English entertainment space. That said, even if it were compared with the movie channels’ segment, it holds the leadership position.”
Recently Romedy Now added an extra hour of content with The Ellen DeGeneres Show, which is being simulcast in India with the US. “The mood of the channel determines the content that we acquire and the mood of the channel is happy. So any romantic movie or feel good factor will feature on the channel and that is the kind of content that we acquire,” he added.
Throwing light on the channel’s ad revenue compared to last year as well as the category of clients that have come on board, Srivastava said, “We have almost doubled our revenues as far as Romedy is concerned because it is the only segmented and differentiated brand in the category. It has a very strong appeal so advertisers’ pull on the brand has been fantastic. The ad rates have gone up by 50 – 60 per cent from last year. We don’t have to hard sell the brand and that’s an advantage we have. E-commerce, automobile, jewellery and FMCGs are the big category clients that we have on board.”
As part of the second anniversary celebrations, the channel premiered the Pierce Brosnan and Emma Thompson starrer British comedy The Love Punch on 22 September at 9 pm.
Romedy Now has also launched an anniversary contest called ‘Happy 2gether.’
On the programming front, the channel launched one of America’s best sitcoms – Hot in Cleveland on 21 September, which is being aired from Monday to Friday at 8.30 pm. In October the channel is planning to launch Addicted to Love in the romantic slot at 9 pm, whereas November will see How I Met Your Mother launching. For Diwali, the channel will be airing a special called Diwali Delights as well as the Romedy of the month movie – Girl Most Likely.
