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Alpha Marathi rides on event based shows
MUMBAI: Not serials and not news. It is event based shows that is helping catapult Alpha Marathi, the regional offering from the Zee family, among the top watched channels in Maharashtra.
Combining ground events and public ceremonies into televised attractions, the channel is striking the right chord with Maharashtrian viewers, and now boasts GRPs of 174, ahead of ETV Marathi’s GRP of 145 and DD10 Sahyadri’s 108 (all day GRPs, all Maharashtra, for week ended 30 August) in the crucial TG of females 15 plus, SEC ABC.
The channel’s live coverage of the Janmashtami celebrations in the state as well as the Ganesh festival featured among the top 10 shows on Marathi channels, recently. The Alpha Mahakarandak, a one-act drama competition for colleges has spawned interest in the channel in various towns in Maharashtra. Also, the show Campus – a fair war, based on the drama festival figures in the top 10 shows for Marathi channels, pulling in TVRs of over four, a good score for a regional channel.
Nivdak Pu La, an old show telecast on Doordarshan a decade ago, topped the ratings stakes some weeks ago for Alpha with a TVR of 4.12. Although business head Nitin Vaidya is loath to admit as much, Alpha Marathi’s viewership in some timebands is behind only that of Star Plus and Sony in Maharashtra, and ahead of flagship channel Zee TV.
The rising popularity of shows like Nakshatranche Dene (poetry reading sessions attended by celebrities), soaps like Wadalvaat and Avantika and the regional news capsules has Alpha Marathi delivering 51 per cent viewership from SEC A and B, says a beaming Vaidya, quoting TAM statistics. The return of Zee to TAM data could not have come at a luckier time for Alpha, when the figures supplied by the rating agency help it to assert its status among the three contenders – DD’s Sahyadri, ETV Marathi and Alpha itself.
Vaidya now has his sights set on luring in the advertiser with some hard facts. Apart from planning a first time outdoor campaign in the state to build brand awareness, the channel is targeting media planners and ad agencies with statistics of huge citizen participation in its ground ventures which it says, translates into viewership. Retail advertising is flowing in to the channel, courtesy local businesses, which understand the pulse of the local viewer.
While retail is equally important for the channel, it is the big business the channel is now targeting, bolstered as it is with a solid viewer base and TAM figures. While Mumbai and bigger cities continue to be Alpha Marathi’s strongholds, the ground events are now an effort to penetrate into the smaller towns, where ETV remains a close second in C&S homes.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
