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Beating
KBC — SET’s programme rescheduling works
Sony Entertainment
Television has improved its ratings after altering its programming
schedule in reaction to the runaway success of Star Plus’
Kaun Banega Crorepati, while Zee TV has slipped to third position.
When Sony TV Chief Executive Officer Kunal Dasgupta realised
that the Rs. 1 crore prize money game-show was pushing up
Star Plus’ ratings, he shifted his top-rated shows like
Aahat and CID on August 21 from the 9 p.m. to the 10 p.m.
slot and moved EK Mahal Ho Sapnon Ka to take on KBC directly.
The strategy worked. Sony’s 15-minute channel reach since
the change increased to 34.55 per cent for the week ended
October 1, according to INTAM data. In the 10-10.30 p.m. slot,
Sony has strengthened its position. The television ratings
point (TRP) increased from 4.04 per cent on July 3 (when KBC
was launched) to 5.68 per cent for the week ended October
15.
Besides, Ek Mahal Ho Sapnon Ka held its ground against KBC.
“Sony moved its strong soaps away from the KBC slot and
is using Ek Mahal Ho Sapnon Ka to retain viewership in this
time band. The move has given them results,” said a media
analyst. Saaya was moved from the 9 p.m. to 10.30 p.m. slot,
but was not too effective. Though it picked up, the programme
never won back its pre-KBC ratings. Sparsh and Kaash were
two shows which were retired from prime time.
Zee TV reacted later and changed its programming grid in early
September. According to INTAM data, the channel’s reach
fell from 34.84 per cent when KBC was launched to 31.42 per
cent for the week ended October 1. X Zone was badly affected
and even after shifting it to the Sunday 10.30 p.m. slot,
has not been able to recover.
Muskaan, moved from 9.30 p.m. to 10.30 p.m., fared poorly
and slid from a TRP of 3.54 per cent in June 19 to 0.51 in
October 9. India’s Most Wanted, which continued in its
original time slot at 9.30 p.m. post-KBC, also could not stem
the slide. Koshish was the only show which held on against
the KBC onslaught. Kartavya, which was moved to take on KBC,
retained its viewership. “Sony has been more flexible
and innovative in its programme scheduling than Zee TV. But,
Zee may not have played its cards well as they were waiting
for an overall change in programming grid after the launch
of their game show,” a media analyst said.
Sibabrata Das
.
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