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MUMBAI: A lot has changed in the General Entertainment Channels (GEC) space over the last few years in the way that entertainment is consumed but the weekly ratings keep reiterating the fact that nothing sells better than drama. The hype surrounding the upcoming big ticket shows has got most leading GECs going on an overdrive to outbeat each other this October with its non-fiction properties in the weekday prime time that are traditionally fiction slots. Where other channels are showing breakfree content to gain TRPs, signing big Bollywood names and purchasing movie rights at unreal costs, do they convert to grabbing more eyeballs and revenues?
Apparently not! Two seasons of IPl, Dus Kadam, Kya Aap Panchvi Pass Hai?, Bigg Boss, Entertainment Ke Liye Kuch Bhi Karega, Fear Factor have shown that shows with Bollywood celebrities create buzz and capture eyeballs only in its launch week but have not been able to sustain it for the entire season whereas fiction slots stay steady after the first week and even grow during the period. For example, the recently launched Fear Factor Khatron Ke Khiladi Season 3 with Priyanka Chopra as host that opened with TVR of 5.49 TVR (Week 37 data ? TAM) has dropped to an average of 2.7 TVR in its second week (Week 38 data ? TAM).
On the other hand, Zee TV has not launched reality-based shows at the cost of the fiction shows or made knee jerk announcements with Bollywood Superstars to counter others. Premiering on September 20, 2010, it has launched a new fiction show, Preet Se Bandhi Ye Dori Ram Milaayi Jodi at 9 30 pm. The flagship channel of Zee Entertainment Enterprises Limited has always managed to increase its GRPs in its non-film programmes with shows such as Choti Bahu, Agle Janam Mohe Bitiya Hi Kijo, Ek Veer Stree Ki Kahaani Jhansi Ki Rani and Pavitra Rishta.
During weekends also, Zee TV is also a pioneer in scripting events as part of fiction storyline. The introduction of reality element on special episodes of fiction shows is actually an idea to utilise some of the extra space that is available on the weekend and create some properties that will engage and entertain viewers. As per TAM data:
Choti Bahu Janmashtami Special episode on 14th Aug 2009 (Fri 1930 ? 2130 hrs) rated 5.5 TVR with a Reach of 18 Mn (TG: CS4+, Market: HSM)
Pavitra Rishta Marriage episode on 27th July 2009 (Mon 2100 ? 2200 hrs) rated 5.4 TVR with a Reach of 14.4 Mn (TG: CS4+, Market: HSM)
Mera Naam Karegi Roshan Reet Ki Shaadi episode on 28th August 2010 (Sat 1930 ? 2130 hrs) rated 3.1 TVR with a Reach of 16 Mn (TG: CS4+, Market: HSM)
Nitin Vaidya, COO, Zee Entertainment Enterprises and Business Head, Zee TV says, ?We are not relaxing our thrust on original programming but devising innovative ways to grab more eyeballs. Whenever we have hosted an event with our stars around a highpoint in a show, we get a good response from loyal viewers & also attract new viewers. The first such was the Janmashtami event two years ago on Choti Bahu that redefined the 7 30 pm slot. We?ve also had similar very successful content innovation for 12/24 Karol Bagh (Jagrata Special), Mera Naam Karegi Roshan (Reet Ki Aayegi Baraat) & recently, Ganesh Special on Pavitra Rishta. We are confident about holding our ratings. As a platform, Zee TV has the strength and appetite to get more eyeballs and is perhaps the only channel that believes firmly that no matter what, fiction will continue to be the channel driver.?
A firm believer that Zee doesn?t formulate strategies based on non -fiction with film celebrities as they are a short term phenomenon, he says, ?Non fiction shows mostly do not impact the serials beyond a point, as the stories are placed intelligently keeping in mind the disruptive element of these shows. The Top 10 shows across GEC remains high on loyalty and any impact is only short term.?
And on the weekend events, Mr. Vaidya adds, ?This is not only a programming innovation but also gives marketing an opportunity to create buzz & build reach. Once content is shown as a special then we increase our viewer base and our reach also increases. Today viewers are drawn to our events because it is a wholesome entertainment spectacle. This is one content and marketing innovation that Zee TV will carry forward.?
The recent Ormax Media study conducted on General Entertainment Channels and the loyalty they enjoy also states that Zee has more loyalists than Colors. In the study, the loyalty quotient is identified on the basis of time spent on the particular channel. Zee TV has always believed in presenting different and unique story lines. From raising a social issue with Agle Janam Mohe Bitiya Hi Kijo to spreading awareness on domestic violence through Yahaan Main Ghar Ghar Kheli to reviving history with Jhansi Ki Rani to bringing you wholesome family dramas and love stories, Zee TV is truly the one stop destination for complete entertainment.
