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MUMBAI: Star Plus has rejuvenated the 9-10 pm slot. Just when its four one-hour weeklies were slipping in ratings, the channel launched two dailies to draw in younger and newer audiences. The result: an expansion in viewership in that time band. Indiantelevision.com takes a look at the journey of the two shows, Kkavyanjali (after a four-month run) and Miilee (a month and half since launch). |
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The Kkavyanjali plot: Kkavyanjali has had the biggest launch ever on a satellite channel with a debut rating of 13.91 in the C&S 4+ HSM, according to TAM data. And in the first week, it became the fourth most-watched show (behind “golden oldies” Kyunki…, Kahaani… and Kasauti…) and the ninth position in terms of ratings. Although Kkavyanjali could not sustain such high ratings, it has maintained its position as the fifth most popular show with an average 9 – 9.2 TVR in the 9:30 – 10 pm slot. Looking at the slot delivery from week 11 to week 19, the noticeable trend is that the slot share has gradually increased since week 15. Star’s Kkavyanjali trend:
Kavyanjali in essence has managed to increases the slot TVR from 7.9 TVR (wk 12 – wk 15) to 8.6 TVR (wk 16 – 19). The Miilee plot: Miilee, in contrast, had a lower debut rating with a 11 TVR in the 9-9.30 pm slot. But it has sustained an average TVR of 9.3 in its launch week in the HSM C&S 4+ TG, according to TAM data. The average TVRs in the fifth week grew to 10.3. Examining the pre Miilee phase, relative slot shares of the show (week 10 – week 14) stood at 67, 69, 66, 65 and 64 per cent respectively. Post Miilee ( week 15 – week 19), slot shares went up to 70, 68, 72, 71 and 72 per cent respectively. Miilee managed to weaken rival Sony’s Kkusum & Zee’s Astitva. While Star Plus in the 9-9:30 pm slot after the launch of Miilee grew to an average TVR of 9.6 ( week 15 – week 19) from 8.9 TVR (week 10 – week 14), Kkusum in the same blocks slipped from 3.4 to 3 TVR. Zee lost as well, dipping from 1.2 to 1 TVR. |
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Drawing in new audiences What is actually more significant though, is that the spike in ratings and slot share has come not so much from rival channels as from new audiences. Star Plus creative director Shailja Kejriwal says Marathi audiences from channels like DD Sahyadri, ETV and Zee Marathi have hooked on to the shows. “Marathi audiences are more progressive in their viewing patterns and Miilee as a concept is more rooted to reality and real life situations vis-?-vis the rest which have a special appeal among these viewers,” she adds. Kkavyanjali, on the other hand, has the female protagonist who is a Maharastrian in the story. This, Kejriwal states, brings in an automatic affinity with the Marathi community. Other audiences who have come in are that of the younger TG (4 – 14). Kausautii.. which runs from 8 – 8:30 pm, has a very high viewership base in this segment, but Star Plus couldn’t hold on to these audiences with its hourly weeklies in the 9-10 pm slot. Miilee, which adorns a fresh young look, has managed to retain this audience base which had been earlier flirting with other channels, says Kejriwal. Bringing in Marathi and younger audiences was very much a part of the game plan at the Star stable. “Indian audiences love high paced dramas. Non-fiction programming can never be a part of the Indian staple diet,” says Kejriwal. |
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Tag: Kkavyanjali
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‘Kkavyanjali’ debuts with bumper ratings of 13.91 TVR
MUMBAI: Kkavyanjali, Star Plus’ newest property, has opened with monster ratings, paying rich dividends for Hindi entertainment television’s lead channel, which pulled out all the stops ahead of its launch.
The show, which launched on 25 January ( Tuesday), recorded a whopping TVR of 13.91 in the C&S 4+ HSM, according to TAM data. Even on the following days, (13 and 14 January) the show pulled in 10+ ratings thus managing an average debut week TVR of 11.7. Kkavyanjali opened in fourth position in terms of the top shows (behind “golden oldies” Kyunki…, Kahaani… and Kasauti…) and the ninth position in terms of ratings.
Coming to specific target groups, the show fared the best among 15 to 24 females with a weekly average of 15.8 TVR.
Says Star India senior vice president Ajay Vidyasagar, “It’s genuinely a reflection of the fact that people want fiction with drama. If you want to really hold audiences, its drama that can really do it. We started building the property eight weeks before the launch. The whole promotion was done with a cohesive mission of ensuring a huge sampling trial. We were also very keen that we drum up the show in the Delhi, Haryana and UP belt considering the Punjabi nature of the show. Also, the show has a solid set up and has all the makings of a well told tale and a very strong semblance of the big screen imagery. This is clearly the fifth K that is entering Plus’ domain
Vidyasagar was quick to point out that this showed just how robust the platform was. Whether it was a movie like Mein Hoon Na or the recent Star Screen Awards, Star Plus has demonstrated how solid the franchise of its brand is, he said.
The channel expects the show to stabilise at 10+ and further perk up as the story moves forward. Amrita Singh has also been a significant “plus” factor. The ratings from the Gujarat and MP market were ballistic with Gujarat recording over 21 TVR and MP 29.4 TVR in the C&S 4+ TG.
Eight sponsors have tied up with the show. And according to industry sources, Rs 90 million has been pumped in for marketing alone behind the show. The plan forward is to sustain the momentum for another five weeks in terms of the promotional plan, thereafter allowing habit to set in. In terms of pure GRP’s, close to 5,000 GRPs were burnt up in promoting the show.
Star Plus creative director Shailja kejriwal says, “The debut ratings are due to the huge marketing initiative and hence the great response. The real test of a daily comes after three months, and that is when one can actually say how the show will do and gauge its potential.”
The show also managed to grow Star Plus’ 9:30 – 10 pm slot by 20 per cent with a total tune in of 18 million viewers.
Interestingly, with Kkavyanjali’s launch, the hardest hit seems to have been Sony’s Jassi Jaisi Koi Nahi, which has taken a beating in Gujarat 0.1 to 1 million markets where the ratings were 1.24 TVR on Monday and 0.24 TVR on Tuesday, the day of the launch.
While KBC created television history, Kkavyanjali most definitely has created a landmark for the highest launch rating seen for any show in the Hindi general entertainment category.
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Star Plus revamps 9-10 pm band to build long term property
MUMBAI: Come 25 January and leader of the Hindi television roost Star Plus will be incorporating some major changes in its 9-10 pm slot. The band, which has one-hour weeklies Monday through to Thursday, will see the conversion of all four current shows into a half-hour format.
The 9:30-10 pm “balance band” will see the debut on 25 January of a new daily Kkavyanjali produced by Balaji Telefilms.
The 9-10 pm band currently runs one-hour soaps from Monday to Thursday. They being Des Mein Nikhala Hoga Chand (Monday), Kehta Hai Dil (Tuesday), Sanjivani (Wednesday) and Saara Akash (Thursday).
The reasons for this strategic change are as follows:
a) These soaps have now been on air for the last three years
b) Time to introduce some freshness in the band to avoid fatigue
c) An endeavour in building another brand as well and a long term property.Speaking to indiantelevision.com about the impending programming revamp, Star India creative director Shailja Kejriwal says, “Kkavyanjali has been tailor-made to provide a complete family entertainment which not only targets women but also caters to men and children. The show is a typical family set up but has a flavour of suspense and intense romance weaved in.”
Kejriwal also points out that as the leader of the space, they need to be the first movers and experiment and take chances with programming. “We are taking a risk considering that our 9- 10 pm band is delivering very well and this is definitely a leadership statement.”
Incidentally, with the launch of Kkavyanjali, Balaji has finally breached the 9-10 pm band on Star Plus, something that creative director Ekta Kapoor has been striving hard to do for over two years now. With the addition of this show, Hindi entertainment’s leading soap factory now has almost complete weekday dominance of the evening prime time space on Plus, running from 8:30 right through to 12 midnight. The only look-in non-Balaji shows will have on Plus in the prime time band will be between 9-9:30 pm.
Curently Star Plus’ 9-10 pm band garners an average of 9 TVR.
Kejriwal is quick to point out that Plus does not expect heavy numbers immediately. “Any new property has a gestation period, and we are excepting results six months down the line. A daily matures at the end of the first year. So, that will be determine whether the show is a success or a failure,” she states.
Another point on note being that the current shows in this band command a loyal following, hence the change is keeping in mind a crisper show with more offerings. The channel also wants to observe how these shows rate as half hours. Kkavyanjali is will now collide with Sony’s Jassi… from Monday – Wednesday and with Indian Idol on Thursday. Sony’s new soap which will replace Jassi… in due course will also come in at a time when KKavyanjali would have settled down.
Interestingly, according to industry sources, Star Plus is also slated to launch LOC (Life Out Of Control) produced by Rajiv Mehra which falls in the comedy genre in mid-February. Although when queried on the same, Kejriwal refused to comment.