ITV

Tag: Mere Angne Mein

  • Hindi GECs set sights on ad revenues

    Hindi GECs set sights on ad revenues

    MUMBAI: Change is the only constant is an oft-repeated cliché. And we have seen Hindi general entertainment channels brining in their changing streaks of programming every year. Known for setting trends and bold moves, Star India’s Hindi GEC Star Plus was the first broadcaster to open a new slot by extending its early fringe primetime from 5.30 pm onwards on 15 June, 2015 with Mere Angne Mein (MAM). The show failed to generate positive ratings, and hence later the channel changed the time slot and made it a half hour show and started airing it at 6pm.

    On May 9 Star Plus had reopened the slot with Beyond Dreams’ Jana Na Dil Se Door but later it changed the show’s timings and started airing it at the 10.30 pm time band. On the other hand, Zee TV extended its early primetime to the 6.30 slot with Vishkanya. Colors’ early primetime starts at the 6 pm time band whereas Sony Entertainment channel’s primetime starts from 8pm. Zee Network’s new entrant &TV has recently forayed into 7pm time band with its new show Waaris.

    The channels are not only experimenting with the content but also experimenting by expanding their primetime slot to increase ad revenue. Speaking about the extended primetime to Indiantelevision.com, Sunshine Productions founder Sudhir Sharma said, “It’s a good thing for producers and for the viewers as well. Instead of producing four hours of content they are now going to produce five to six hours of it. That also means that the business and the industry is improving and advertising revenue is coming up that is the reason why I think all the broadcasters have started increasing their primetime. There is the availability of clients/advertisers hence they are increasing their primetime slots.”

    Early time slots budgets are different and advertising fee for the ten second slot is different as compared to regular primetime. “This is a business decision that they are doing shows at 6pm or 630 pm. Now on every channel you will see there are the shows on early primetime. It will always be a fight to get ratings on early the primetime slot but that is what the challenge is about. There is a requirement and there are advertisers available. They will not pay the broadcaster as much as the 9 – 10 pm time slot, but that is business strategy,” Sharma further added.

    BBC Worldwide India SVP and GM Myleeta Aga added, “Extending primetime is a welcome thing. Different day parts will have different kinds of audiences. Of course the early fringe and primetime part will be more family co-viewing and maybe during the late part one can try some edgier content, but it’s not a huge change. It’s been there, everybody is trying things one project at a time to see what works.”

    It’s clear that the broadcasters’ decision to extend their primetime slot is not to garner more eyeballs but to attract additional advertising revenue. “Channels claim that 7 pm -12pm is their primetime while earlier it was 7pm – 11pm and even before that it was 8-10pm. It has changed with time and it has changed because of revenue pressure and not because of garnering more eyeballs. The audiences have not particularly increased during those time slots. If you look at the consumer class, it is larger in the metros. They have more money to spend in the larger towns than the smaller towns,” explained a media planner.

    On an average, the 10 second slot ad rate could be between Rs 7000 to Rs 10,000 for 5pm-6pm time band and Rs 15000 Rs 17000 for 6pm and 6.30 pm time slot. But the media planning fraternity believes that the placement of a show majorly depends on its content. “Star Plus has done a lot as a first mover and if the show is good you will find the audience. There is a sizable audience at 500 or 5.30pm, though it’s not as big as the primetime audience, but I think the slot offers a lot more potential. If the show is good then I am sure it will find the audience as well,” the media planner added.

    Undoubtedly, content is the king. The whole money game largely depends on what kind of content the channel is feeding to its consumer. Sharma further explained, “The latest release on Star Plus or Colors, Life OK, Zee or &TV for that matter — Humari Bahu Rajnikant or may be Ishqbaaz, which is launching today, there is a definite change in terms of storytelling, they are not only about a small town girl, how she survives or how she is in Sasural. Various topics are being taped which is a fantastic sign. There is a definite demand and need for different kind of programming.”

    “The main current trend in the industry that we are seeing about the kind of content is supernatural. That is certainly one trend. I think there continue to be attempts to have slightly different ways of storytelling. For example a new show on Life OK has a male lead as also on Star Plus’s Ishqbaaz. There is an appetite to try different things, but it’s not a huge change, it’s very small and subtle moves that broadcasters are making. The more bolder stuff is not necessaril resonating with the audience,” Aga opined.

    Weekend programming is another new trend that is affecting the Hindi GEC waves. Sunshine Productions is among the few production houses which tried to experiment with Gulmohar Grand.

    Sharma said, “We are one of the few production companies that have done many weekend shows. In India we haven’t tried fully and effectively weekend programming. Either the shows have not been marketed properly or they are too expensive to begin with. It’s a question of the viability for the producers and broadcasters versus popularity, there is no perfect match is what we have found.”

    “Weekend programming is still not a part of our viewing habits and it will take some time. We need some more consistent programming on weekends. We do it for a while and change and come back to nonfiction and back again to the daily shows on Saturday and Sunday. Unless you are doing it long enough for habits to form, it will be difficult to get good audiences on weekends for the episodic dramas,” Aga explained.

    Will this new trend of coining new slots as primetime work for the broadcasters? Is it sustainable? Will it work this time around? And though Content is King, the Advertiser is Emperor for the broadcaster and the Viewer is God for all these players. So will the King maker be able to convince the emperor and god/s on a sustainable repeatable basis? Only God can tell, or maybe even she/he/it can’t? Only time will, that is for sure! In the meantime hats off to the industry for making story telling so innovative, older stories more interesting, from another perspective, looking at a Ramayana from Sita’s angle or a Mahabharata from Karna’s point of view are cases in point, for creating additional jobs, for helping in the circulation of money, for …. The benefits go a long way across the value chain.

    Also read

    http://www.indiantelevision.com/television/tv-channels/gecs/star-plus-reopens-530pm-primetime-band-with-jana-na-dil-se-door-160509

    http://www.indiantelevision.com/television/tv-shows/fiction/zee-tv-joins-weekend-ratings-battle-with-amma-at-1030pm-time-slot-160616

  • Hindi GECs set sights on ad revenues

    Hindi GECs set sights on ad revenues

    MUMBAI: Change is the only constant is an oft-repeated cliché. And we have seen Hindi general entertainment channels brining in their changing streaks of programming every year. Known for setting trends and bold moves, Star India’s Hindi GEC Star Plus was the first broadcaster to open a new slot by extending its early fringe primetime from 5.30 pm onwards on 15 June, 2015 with Mere Angne Mein (MAM). The show failed to generate positive ratings, and hence later the channel changed the time slot and made it a half hour show and started airing it at 6pm.

    On May 9 Star Plus had reopened the slot with Beyond Dreams’ Jana Na Dil Se Door but later it changed the show’s timings and started airing it at the 10.30 pm time band. On the other hand, Zee TV extended its early primetime to the 6.30 slot with Vishkanya. Colors’ early primetime starts at the 6 pm time band whereas Sony Entertainment channel’s primetime starts from 8pm. Zee Network’s new entrant &TV has recently forayed into 7pm time band with its new show Waaris.

    The channels are not only experimenting with the content but also experimenting by expanding their primetime slot to increase ad revenue. Speaking about the extended primetime to Indiantelevision.com, Sunshine Productions founder Sudhir Sharma said, “It’s a good thing for producers and for the viewers as well. Instead of producing four hours of content they are now going to produce five to six hours of it. That also means that the business and the industry is improving and advertising revenue is coming up that is the reason why I think all the broadcasters have started increasing their primetime. There is the availability of clients/advertisers hence they are increasing their primetime slots.”

    Early time slots budgets are different and advertising fee for the ten second slot is different as compared to regular primetime. “This is a business decision that they are doing shows at 6pm or 630 pm. Now on every channel you will see there are the shows on early primetime. It will always be a fight to get ratings on early the primetime slot but that is what the challenge is about. There is a requirement and there are advertisers available. They will not pay the broadcaster as much as the 9 – 10 pm time slot, but that is business strategy,” Sharma further added.

    BBC Worldwide India SVP and GM Myleeta Aga added, “Extending primetime is a welcome thing. Different day parts will have different kinds of audiences. Of course the early fringe and primetime part will be more family co-viewing and maybe during the late part one can try some edgier content, but it’s not a huge change. It’s been there, everybody is trying things one project at a time to see what works.”

    It’s clear that the broadcasters’ decision to extend their primetime slot is not to garner more eyeballs but to attract additional advertising revenue. “Channels claim that 7 pm -12pm is their primetime while earlier it was 7pm – 11pm and even before that it was 8-10pm. It has changed with time and it has changed because of revenue pressure and not because of garnering more eyeballs. The audiences have not particularly increased during those time slots. If you look at the consumer class, it is larger in the metros. They have more money to spend in the larger towns than the smaller towns,” explained a media planner.

    On an average, the 10 second slot ad rate could be between Rs 7000 to Rs 10,000 for 5pm-6pm time band and Rs 15000 Rs 17000 for 6pm and 6.30 pm time slot. But the media planning fraternity believes that the placement of a show majorly depends on its content. “Star Plus has done a lot as a first mover and if the show is good you will find the audience. There is a sizable audience at 500 or 5.30pm, though it’s not as big as the primetime audience, but I think the slot offers a lot more potential. If the show is good then I am sure it will find the audience as well,” the media planner added.

    Undoubtedly, content is the king. The whole money game largely depends on what kind of content the channel is feeding to its consumer. Sharma further explained, “The latest release on Star Plus or Colors, Life OK, Zee or &TV for that matter — Humari Bahu Rajnikant or may be Ishqbaaz, which is launching today, there is a definite change in terms of storytelling, they are not only about a small town girl, how she survives or how she is in Sasural. Various topics are being taped which is a fantastic sign. There is a definite demand and need for different kind of programming.”

    “The main current trend in the industry that we are seeing about the kind of content is supernatural. That is certainly one trend. I think there continue to be attempts to have slightly different ways of storytelling. For example a new show on Life OK has a male lead as also on Star Plus’s Ishqbaaz. There is an appetite to try different things, but it’s not a huge change, it’s very small and subtle moves that broadcasters are making. The more bolder stuff is not necessaril resonating with the audience,” Aga opined.

    Weekend programming is another new trend that is affecting the Hindi GEC waves. Sunshine Productions is among the few production houses which tried to experiment with Gulmohar Grand.

    Sharma said, “We are one of the few production companies that have done many weekend shows. In India we haven’t tried fully and effectively weekend programming. Either the shows have not been marketed properly or they are too expensive to begin with. It’s a question of the viability for the producers and broadcasters versus popularity, there is no perfect match is what we have found.”

    “Weekend programming is still not a part of our viewing habits and it will take some time. We need some more consistent programming on weekends. We do it for a while and change and come back to nonfiction and back again to the daily shows on Saturday and Sunday. Unless you are doing it long enough for habits to form, it will be difficult to get good audiences on weekends for the episodic dramas,” Aga explained.

    Will this new trend of coining new slots as primetime work for the broadcasters? Is it sustainable? Will it work this time around? And though Content is King, the Advertiser is Emperor for the broadcaster and the Viewer is God for all these players. So will the King maker be able to convince the emperor and god/s on a sustainable repeatable basis? Only God can tell, or maybe even she/he/it can’t? Only time will, that is for sure! In the meantime hats off to the industry for making story telling so innovative, older stories more interesting, from another perspective, looking at a Ramayana from Sita’s angle or a Mahabharata from Karna’s point of view are cases in point, for creating additional jobs, for helping in the circulation of money, for …. The benefits go a long way across the value chain.

    Also read

    http://www.indiantelevision.com/television/tv-channels/gecs/star-plus-reopens-530pm-primetime-band-with-jana-na-dil-se-door-160509

    http://www.indiantelevision.com/television/tv-shows/fiction/zee-tv-joins-weekend-ratings-battle-with-amma-at-1030pm-time-slot-160616

  • Star Plus ups stakes; extends early prime time with new show at 5.30 pm

    Star Plus ups stakes; extends early prime time with new show at 5.30 pm

    MUMBAI: Doing away with traditional time bands, Star Plus is upping the stakes as it looks to change the rules of the game yet again. Time bands have played a crucial role for Hindi general entertainment channels (GECs) in targeting different audience groups.

     

    Though, the main prime time band (8 – 10 pm) continues to be of primary interest, in order to bring about freshness in their overall programming and strategy Hindi GECs have many a times experimented with different slots like early prime time, late prime and the afternoon slot.

     

    To comprehend the development nature of early prime-time slot, Star Plus has now opened up a ‘silent’ slot by extending its early prime time from 5.30 pm.

     

    To target the untapped potential, the channel is launching a one-hour daily fiction called Mere Angne Mein at 5.30 pm, which will be aired from Monday to Saturday. With this development, the channel will now churn out seven hours of original programming i.e. from 5.30 to 11.30 pm (keeping in mind that Ye Hai Mohabbatein occupies the dual time slot).

     

    Produced by Sphere Origins, the new show will hit television screens from 15 June and replace the repeat telecast of Iss Pyaar Ko Kya Naam Doon… Ek Baar Phir, which is also produced by the same company.

     

    Concept: Clashes between two ideologies

     

    Mere Angne Mein will find resonance with small town India where the joint family system dominates society. With an ensemble cast featuring some of the best-known names of Indian television, Star Plus and Sphere Origins will offer an entertaining peak into the Indian hinterland.

     

    Every household is governed by a certain set of rules, thoughts, values and one all-encompassing philosophy. While some believe that families need to adapt to changing times, there are some who resist any deviation from the tried and tested. Mere Angne Mein showcases the clash of ideology between two such people – on the one hand is Shanti Devi (played by veteran Krutika Desai), the dominating matriarch of the Shrivastav family who believes in autocracy and running the family on her terms; on the other hand is Riya Saxena (essayed by Ekta Kaul), Shanti Devi’s granddaughter-in-law who believes in running a democratic household.

     

    The show depicts the interesting chemistry as a clash occurs between these two ideologies. Joining Desai and Kaul are actors like Varun Badola, Sucheta Trivedi, Ananya Khare and Karam Rajpal.

     

    What’s more, the show rides high on technology as for the first time ever it will be achieved through a revolutionary production method involving a multi-camera set up, and pre-shoot scene rehearsals with all actors.

     

    Sphere Origins producer Sunjoy Waddhwa says that churning out a one hour episode daily is a tough job. “As compared to other daily fiction shows, we are producing double content. So in order to churn those hours, we thought of using a multi-camera set up. Most of the times, considering the nature of the show, we also use four-five cameras simultaneously,” he informs.

     

    Waddhwa is of the opinion that every time slot has a hidden opportunity and is unperturbed about viewership.

     

    With the set located at Madh Island, Waddhwa reveals that it takes more than a day to shoot one single episode and tries to churn minimum 30-35 minutes of content out of the single episode.

     

    Moreover, the production house also does the live editing on the set, which is then sent to the master for the edit.

     

    While refusing to divulge the financials of producing a show like this, Waddhwa says that efficiencies are required and a lot of infrastructure cost is put in to deliver the desired results.

     

    As is known, a daily fiction show demands anywhere between Rs 6-8 lakh per episode, and sources indicate that considering the show’s high involvement on technology, it must be ranging from Rs 10-12 lakh per episode.

     

    Speaking to Indiantelevision.com, a media planner opines that prime time rates at Star range from Rs 1 -1.5 lakh for 10 seconds and if the 5.30 pm slot delivers, it could easily demand a 10-sec rate of at least Rs 60,000 – 65,000, opening up a whole new band for other GECs as well.

     

    The media planning fraternity believes that the placement of a show largely depends on the content and target audiences. “If the show appeals to a younger set of audience, it will be put on an early time slot. Whereas if the content is more aggressive and caters to more matured audience, it will be suitable for late prime slot,” said a planner.

     

    Another media expert believes that while early prime time is a viable band for smaller towns, the late prime time band is more conducive to urban programming and Star Plus aims to reach out to every mass possible, matching to the lifestyle of people from the respective strata of towns.