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MUMBAI:
Sony Entertainment Television (Set) has managed to climb back
to the third spot in the Hindi general entertainment channel
space. On the back of a big ticket reality show and movie
premieres, Set has consistently stood firm on the third place
for over a month.
According
to Tam data (Hindi speaking market, c&s 4+), the channel
has maintained its ranking in terms of gross rating points
(GRPs) for the period starting from 1 June to 5 July.
 Sony's
Salman Khan hosted big ticket show Dus Ka Dum should
be awarded credit for the channel's improved performance.
The first two episodes of Dus Ka Dum, telecast on 6
and 7 June, delivered an average TVR of 3.35 and 2.7 respectively.
That week Sony garnered a total GRP of 101 and shot up to
the third spot.
“Dus
Ka Dum had a good start and took us ahead. The show got
a lot of viewers to sample it and the stickiness on the channel
has increased. Our attempt is to build this loyalty towards
Set,” says Set AVP Danish Khan.
With
GRPs of 95 and 96 respectively on the week 24 (week ending
14 June) and week 25 (ending 21 June), Set maintained its
ranking on the GEC chart. However in the week 25, it had to
share its third position with 9X.
Still
in the third spot, the GRPs of Sony were 103 and 93 for week
26 (ending 28 June) and week 27 (ending 5 July) respectively.
Week
|
Period |
GRP |
| Week
22 |
25
to 31 May |
89 |
| Week
23 |
1
to 7 June |
101 |
| Week
24 |
8
to 14 June |
95 |
| Week
25 |
15
to 21 June |
96 |
| Week
26 |
22
to 28 June |
103 |
| Week
27 |
29
June to 5 July |
93 |
| Source:
Tam, c&s, HSM 4+ |
The
celebrity hand of Aamir Khan has sparked a TVR of 3.39, the
highest that Dus Ka Dum has clocked so far. Khan teamed
up with nephew Imran Khan to make an appearance on the show
on 4 July.
For
the ten episodes telecast so far, Dus Ka Dum has fetched
an average rating of 2.46.
Dus
Ka Dum has also given a boost to the shows preceding and
following it. CID, which follows Dus Ka Dum
every Saturday at 10 pm, has seen the biggest hike in ratings.
The
channel is cross-promoting several shows through Dus Ka
Dum, which is building up viewership for other content
as well. Says Khan, “The other gainers are our fiction
shows Babul Ka Aangan Chootey Na and Sujata
which are aired daily at 9:30 pm and 10 pm respectively. All
these factors have collectively augmented our ranking. The
viewers who are continuously sampling Dus Ka Dum are
now getting habitual and thus tune in to the fiction shows
as well, giving a boost to the overall GRP of the channel,”
says Khan.
Riding
on the back of Dus Ka Dum, Sony plans to launch more
shows. "Our plan is to strengthen the weekday programming,”
adds Khan.
Set
has already gone on a show launching spree. Kabhi Kabhi
Pyaar Kabhi Kabhi Yaar, a dance-based reality show, kicked
off on 9 July and will air every Wednesday and Thursday at
8 pm.
Arslaan,
a fantasy-based one-hour show at 7 pm, has also hit the screens
on 13 July.
Sony
is also betting on big movies to boost the channel's ratings.
Says Khan, “Our Sunday movie premiere has helped us in
further boosting the GRPs. On 22 June, we premiered Hey
Baby which delivered a TVR of 2.5.”
Sony
has lined up blockbusters to beef up the ratings. "The
rooster includes Om Shanti Om that will air sometime
in August," says Khan.
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