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Better platform helped ‘Jurassic Park’ score over ‘Devdas’: media planners
MUMBAI: Is programming content more important than the platform? Does airing a movie slightly earlier than a much-promoted blockbuster on a rival channel make a difference? Does pester power reign supreme during vacation time as kids control the remote? These are the questions which come to the fore while analysing the reasons as to why Devdas on MAX lagged behind Jurassic Park in the ratings game.
According to the TAM data for the week 18 (26 April to 2 May), the Hindi version of Steven Spielberg’s Jurassic Park on Star Plus (7 pm onwards on Sunday, 27 April) got a TVR of 4.3 in the C&S homes 4 years plus and ranked at number 33 in the Top 100 list. On the other hand, Devdas shown on MAX (8 pm onwards on Sunday, 27 April) had a TVR of 3.7 and was ranked 42.
The indiantelevision.com team presents some viewpoints expressed by senior media professionals.
MediaCom director buying Harish Shriyan says: “Devdas did track a decent rating of 4.4 (average TVR in Hindi speaking markets) and done very well in Mumbai. Jurassic Park did well probably the movie started an hour before Devdas and also in a bigger platform. In fact, 35 per cent of viewership for Jurassic Park came from kids below 15 years.”
“I don’t think Devdas is not as good a film vis-a-vis Lagaan or K3G. It is definitely a good film but I guess Devdas may not be as entertaining as Lagaan or K3G. It is actually a shocker to know that markets like Delhi and Calcutta has not delivered good numbers inspite of the fact that Devdas is one of the biggest block busters,” adds Shriyan.
MPG India and Euro RSCG executive director (South Asia) V Ramani says: “MAX is not always on a better frequency channel or priority amongst the cable operators. Once the World Cup got over, quite a few cable operators did shuttle the channel to one of the lower bands. So you started with some kind of a disadvantage to begin with. Several people we spoke to say that Devdas did not have the ‘entertainment’ appeal that people desire. I know of people who said ‘rona dhona nahin dekhna hai’ (don’t want to watch tear-jerkers).”
Ramani adds: “Jurassic Park did well and beat Devdas right through till 9.40 pm when the film got over. In fact, Red Heat which started immediately after could not attract audiences like its predecessor and that is when Devdas started pulling in some late entrant watchers.”
An analysis conducted by MPG India says that Jurassic Park had a TVR of 5.76 and a programme share of 32.74 in the TG: SEC ABC 15-24 (all adults) in north and west India. The corresponding figures for Devdas were 4.9 (TVR) and channel share of 25.39. The following are some statistics taken the from the MPG India analysis.
|
ame of programme or film
|
Channel
|
Share of Star Plus when Jurassic Parkstarted
|
Share of Star Plus when Red Heat started
|
Share of MAX whenThe Making of Devdas started
|
Share of MAX when Devdasstarted
|
|
Jurassic Park
|
Star Plus, 7 pm
|
100
|
40
|
6
|
38
|
|
Red Heat
|
Star Plus, 9:40 pm
|
58
|
100
|
5
|
51
|
|
The Making of Devdas
|
MAX, 7:30 pm
|
44
|
27
|
100
|
83
|
|
Devdas
|
MAX, 8 pm
|
42
|
40
|
18
|
100
|
Source: MPG India analysis
Lodestar Media director Arpita Menon says: “On Devdas – I think it is the kind of movie which people probably preferred to watch on the big screen what with all ‘star-studded’ sarees and the jewellery. On a more serious note, it could be that people do not like expert comments and would like to watch the movie without it?”
The MPG India analysis reflects the latter’s views as The Making of Devdas got a TVR of 0.52 in the TG: SEC ABC 15-24 (all adults) in north and west India.
WPP Media MindShare’s Gowthaman Ragothaman says: “We believe connectivity of Star Plus over MAX played a key role. More importantly, Jurassic Park started half an hour earlier, hooking the audience.”
It is important to note that two blockbusters of 2002 Lagaan and K3G were both shown on Sony Entertainment Television and not MAX. Both these movies performed well and delivered good ratings.
For detailed MPGIndia analysis click on:
MPGIndia analysis Jurassic Park vs Devdas
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.
