ITV

Tag: Mahima Shani Dev Ki

  • Contender GECs to make bigger dent in the free-to-air market

    Contender GECs to make bigger dent in the free-to-air market

    Mumbai: This year, the contender channels such as Shemaroo TV, The Q, and Azaad TV will be able to make a bigger dent in the FTA market due to the absence of big broadcasters’ Hindi general entertainment channels on Prasar Bharati’s DD Free Dish.

    The public broadcaster recently concluded its fourth annual e-auction for vacant MPEG-2 slots available on DD Free Dish. Hindi GECs like Shemaroo TV and The Q were once again able to secure slots for Rs 15.45 crore and Rs 15.4 crore, respectively.

    “Last year, the bidding process was highly competitive and we were the highest bidder in the Hindi GEC bucket at Rs 16.5 crore,” said The Q chief operating officer Krishna Menon. “We had a strategy in place and were sure that we had to be available on DD Free Dish come what may. This is because the kind of content we create is for the tier II, III and IV heartland audience and it is important for us to be present there.”

    Hindi GEC The Q became available on the DD Free Dish platform for the first time last year and saw its revenues grow by six times. The channel has launched a Marathi free-to-air channel this year. “We took a conscious call that The Q Marathi will not be on Free Dish even though it is a free-to-air channel,” Menon told IndianTelevision.com.

    ALSO READ | The Q’s client list has grown 6 times since its launch on DD Free Dish: CEO Simran Hoon

    Prasar Bharati’s free DTH platform caters to a TV audience of 40 million, many of whom are not willing to pay for content. This means that the channels which are allotted a slot on DD Free Dish have access to a whole new audience that remains untapped by the pay distribution operators.

    ALSO READ | How Dangal TV is ruling the heartland

    Enterr10 Television Network’s Hindi GEC Dangal crossed the 200 gross rating points (GRPs) threshold and became the top channel on TV for several consecutive weeks. This happened after Star, Sony, Zee and Viacom18 had pulled their FTA channels from Free Dish in 2019 and implementation of the new tariff framework (NTO). Dangal experimented with fresh content and was able to garner a significant share of viewership among free-to-air audiences.

    ALSO READ | Big four broadcasters come back on DD Free Dish

    However, in 2020, when leading broadcasters returned to the free DTH platform, the share of Dangal fell to 65-75 GRPs due to the intense competition in terms of content. “It’s not just enough to be available on Free Dish, even though that gives you a huge boost. Content is just as important. While Dangal had the best content among newcomers, if you compete with Star Utsav, they are working with completely different kind of budgets. When ‘Anupama’ (Star Utsav’s popular show) was available on Free Dish, it was unbeatable, but when the big broadcasters exited the platform then Dangal shows like ‘Mahima Shani Dev Ki’ and ‘Dwarakadhish’ were shattering records,” said industry observer Shrutish Maharaj.

    “It is a big boost for any FTA channel to be available on DD Free Dish from a potential viewership point of view but translating that into actual viewership will largely depend on content,” said Maharaj, adding that, “There will surely be an upswing for the newcomer channels but the quantum of upswing will be interesting to watch. Unlike 2019, there are more FTA channels in the GEC space and it will be interesting to see their journey in the wake of the latest developments.”

    “The upswing in GRPs also increases the bargaining power of broadcasters’ because of concentration of viewership in fewer channels in the FTA space,” he remarked. “Earlier, broadcasters were fighting for a piece of the same business and some channels were flexible with their ad rates to attract a share of ad volumes. This led to FTA advertising becoming a buyer-driven market. But a channel with a significant share of GRPs would be able to hold on to their ad rates in spite of the competition.”

    “Now that big four are going away, I’m sure that newcomers like Shemaroo TV, Azaad TV and The Q will benefit and take this opportunity to invest in content,” Maharaj further said. “The network broadcasters have not completely exited the free DTH platform as their movie channels are still available on Free Dish. The impact this strategy will have on the FTA viewership is a wait and watch.”

  • Dangal’s crime fiction show CIF to stream on Facebook

    Dangal’s crime fiction show CIF to stream on Facebook

    Mumbai: Dangal will now stream detective and crime fiction show Crime Investigation Force (CIF) exclusively on its Facebook page by leveraging its reach on social media.

    Originally aired on TV in September 2019, CIF will now stream one episode daily at 10 am starting Friday, 15 May 15, 2020. Viewers can catch CIF by simply logging in to Facebook and navigating to Dangal’s Facebook page – https://www.facebook.com/dangal.tv.channel/

    CIF features Aditya Srivastava and Dayanand Shetty in lead roles. The series will showcase how the team solves criminal cases with the help of intelligence and clues. The series also stars Ansha Syed, Dinesh Phadnis, Piyush Mehta, Narendra Gupta, Avdhesh Kumar and Abhay Shukla.

    On streaming Crime Investigation Force with a digital-first approach, a Dangal spokesperson said: “There has been a significant surge in consumption of content over digital mediums since the lockdown. Audiences are constantly on the lookout for quality content. While we continue to keep our viewers entertained on television, we believe it is only apt to keep our audience on digital platforms engaged and entertained as well. The Crime Investigation Force had a very strong connect with viewers when we launched it on TV in 2019. The show has an interesting mix of stories that is sure to keep viewers engaged. We are sure that the series will attract viewers on digital media as it did with viewers on TV.

    Keeping its viewers entertained during this lockdown, Dangal recently brought back some of its most iconic shows including Ramayan, Chandragupt Maurya, Mahima Shani Dev Ki, Baba Aiso Varr Dhundo and more. The channel will now keep its digital viewers entertained with the launch of CIF on May 15, 2020 exclusively on the Dangal Facebook page.

  • Dangal TV grows on the back of mythological shows

    Dangal TV grows on the back of mythological shows

    Mumbai: Mythological shows have swept the country by storm in times when audiences are forced to be confined to homes. Leading Hindi GEC Dangal is ensuring they are providing the best mythological mix with shows like Anand Sagar’s Ramayan, Chandragupt Maurya, Mahima Shani Dev Ki and Dwarkadheesh: Bhagwan Shree Krishna.  

    As per data by BARC, Impressions for Dangal TV recorded a growth of 7 per cent in week as compared to the previous week. The channel’s reach also catapulted by additional 2 million in week 17 while time spent has increased by 5 per cent over the previous week. The launch of ‘Ramayan’ on April 26, 2020 led to 45 per cent growth for the slot for the week. The channel continues to lead as the No. 1 channel in the Hindi GEC – free platform category with 3 programmes – Baba Aiso Var Dhundo, Mahima Shani Dev Ki, and Ramayan featuring in the Top 5 programmes in Week 17. 

    A Dangal spokesperson said: “Dangal is committed to keeping its viewers entertained even in these tough times. Having understood the pulse of our viewers and that mythological content continues to have a strong appeal, we introduced some very popular and interesting shows like Chandragupt Maurya, and Mahima Shani Dev Ki. We also introduced the 2008 remake of Ramayan which has been received exceptionally. This has helped the slot grow by 45 per cent. We have also increased the slot to air an additional episode thus giving our viewers an entire hour dedicated to Ramayan daily. We will continue to keep up to our promise of entertaining our viewers across India. "

    Mythological shows have become the guiding light for the country at a time when fresh content is unavailable. 

    Dangal TV, in the world of entertainment, is a brand synonymous with constantly delivering diverse stories. The channel is a pioneer in presenting shows, across genres including Mythological stories Fiction drama, Crime, Super Natural, Horror, etc.  Dangal is available on all leading cable networks and DTH platforms – DD Free Dish (CHN NO 27), Tata Sky(CHN NO 177), Airtel (CHN NO 133), Dish TV (CHN NO 119) and Videocon D2H (CHN NO 106).

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