Fiction shows like Zee TV’s upcoming ‘Qubool Hai’ and big-ticket reality shows like Bigg Boss and India’s Got Talent on Colors, KBC on Sony and Sa Re Ga Ma Pa on Zee TV are set to experience the maximum jolt in the absence of TRPs
BestMediaInfo Bureau | Delhi | October 17, 2012
TAM ratings are undoubtedly the lifeline of the television industry affecting both revenues and programming, and the temporary suspension of its data will certainly bring a visible impact for TV channels. Advertisers and media planners take the current, weekly performance of channels and their programmes into account for allocating budgets for ads but at the same time, it will be interesting to see how the temporary suspension of TAM data for nine weeks impacts programming which is completely dependent on TRPs.
Given the fact that Hindi general entertainment channels take the largest chunk of ad revenues, they are expected to witness the maximum impact during these nine weeks starting this week. If we take a look at last week’s TAM data, Star Plus was No. 1 with 274 GRPs followed by Colors at No. 2 with 233 GRPs, Zee TV at No. 3 with 231 GRPs, Sony at No. 4 with 205 GRPs, SAB at No. 5 with 128 GRPs and Life OK at No. 6 with 121 GRPs.
Considering the average for the last four weeks, Star Plus was at No. 1 with 261 GRPs followed by Colors at No. 2 with 233 GRPs, Zee TV at No. 3 with 231 GRPs, Sony at No. 4 with 217 GRPs, Life OK at No. 5 with 134 GRPs and SAB at No. 6 with 130 GRPs.
Barring the established fiction shows, new fiction shows like Zee TV’s upcoming show ‘Qubool Hai’ and big-ticket reality shows like Bigg Boss and India’s Got Talent on Colors, KBC on Sony Entertainment Television and Sa Re Ga Ma Pa on Zee TV are set to experience the maximum jolt in the absence of TRPs.
However, all eyes will be on India’s costliest reality show, Bigg Boss, which was launched last week. It will now not even see its opening score on TAM peoplemeters! Colors has put much on stake by making the show cleaner so that it can be watched with family and by bringing it back to the primetime 9 PM slot. Bigg Boss was majorly driven by TRPs in its previous seasons due to which it had faced a number of controversies.
When asked if Bigg Boss will remain free of TRP pressure, Raj Nayak, CEO, Colors, said, “When you take such a big step to change the image of a show, you never keep TRPs in mind. Our effort is to make Bigg Boss available for every age group and market and we are not going to be affected with the TRPs at all.”
It will now be interesting to see how Colors achieve its sales target set for Bigg Boss as both TRPs and reach would be unknown even for its opening episode. However, Colors does not seem worried. Nayak told reporters on the occasion of the launch of Bigg Boss Tour last Friday that the channel had already locked in five sponsors while two more would come on board soon. “Vodafone is back with a bang as presenting sponsor and for the first time the show is powered by Samsung Galaxy Note II,” informed Nayak.
When asked about his preparations for regular and ad hoc advertisers post suspension of TAM data, Nayak said, “We have our strategies in place and I’m sure we will be able to handle it efficiently.”
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