Case Study
When ‘KBC’ did a Dviteeya…!!
5 August saw the second coming of the TV show that changed the viewing habits of Indians when it made its first in 2000 – Kaun Banega Crorepati.
And what a comeback it has been. In its new avatar as KBC2, it has topped ratings among the ‘1 hour timeslots‘ at an All India level with a 13.8 TVR (CS 4+). The special study from the TAM Analysis Desk exclusive to Indiantelevision.com on the first day of KBC2 highlights the following findings –
- During 2005, KBC2 topped ratings among the “1 hour timeslots” at an All India level.
- The viewership of KBC slot from 10 per cent (absolute) during 4 weeks prior to its launch moved up to 38 per cent at a 6 metros market level (includes Delhi, Mumbai, Kolkata, Chennai, Bangalore & Hyderabad).
- Highest TVR clocked at the Madhya Pradesh 1 million+ towns level while it scored 20 at the Hindi Speaking Market level.
KBC2 reached out to 20.5 million audiences who walked in on the first day across TAM’s all India market (towns & cities with population size of 100,000 +). - For Pre-launch phase (July 2005), Star Plus grabbed a PR/media editorial share of 41 per cent among the entire coverage on Hindi Mass Entertainment Channels.
No change in audience profile when compared with KBC.
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Most viewed 1 hour slot on All India in 2005
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|---|---|---|---|---|---|---|---|
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Rank
|
Channel
|
Programs
|
Date
|
Day
|
Start Time
|
End
Time |
TVR
|
| 1 |
Star Plus
|
KBC 2
|
8/5/05
|
Fri
|
21:00
|
21:59
|
13.8
|
| 2 |
Sony
|
Indian Idol – Grand finale
|
3/5/05
|
Sat
|
21:00
|
21:59
|
11.5
|
| 3 |
Star Plus
|
Kahaani+Kyunki
|
2/5/05
|
Tue
|
22:00
|
22:59
|
11.3
|
| 4 |
Star Plus
|
Kahaani+Kyunki
|
1/5/05
|
Tue
|
22:00
|
22:59
|
11.3
|
| 5 |
Star Plus
|
Kahaani+Kyunki
|
1/5/05
|
Mon
|
22:00
|
22:59
|
11.3
|
| Source: TAM; TG – CS 4+ | |||||||
JuxtaposingKBC Vs KBC2 – (6 metros)
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| (Click on image to enlarge) |
Interestingly, the impact of KBC on Star Plus by looking at the viewership share of the channel for the 9-10 pm daypart for four weeks prior to the launch of the programme vis-?-vis the launch day for both the years 2000 and 2005 on a 6 metros level, it is observed that while KBC1 in the year 2000 took Star Plus’s channel share from 2 to 25 per cent during the 9-10 pm daypart (absolute channel shares at a 6-metros level), 2005 saw 10 per cent viewership during the 4 weeks prior to the launch period jump to 38 per cent.
If one were to compare the TVR performance of KBC2 across the markets for the first episode (5 Aug), the chart illustrates viewership of KBC 2 across markets.
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| (Click on image to enlarge) |
The above chart indicates that while Madhya Pradesh towns with a population of 1 million+ clocked the highest TVR of 38, the entire Hindi Speaking belt struck a TVR of 20. Mumbai stood at 19; Delhi again at 19 while Kolkata at 16.
Content & Loyalty
Coming to product (content) and marketing, which go hand in hand even , the time spent also known as programme loyalty saw a reach of 15 per cent for KBC1 which has moved up to 24 per cent during the first episode of KBC2 (yellow bar chart below). Further, the time spent by viewers moved up from 29 minutes during KBC1 to 35 minutes during KBC2 (green line). The below data is attributed to the impact of on-air promos.
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| (Click on image to enlarge) |
Word-of-mouth (WOM)/PR Impact
Now, looking at an integral component within the off-air promotions domain, it is increasingly being observed that PR/word-of-mouth generation, especially during the pre-launch phase, works wonders for the product launch and helps sail through a smooth launch and post-launch phase. A special study was undertaken by Eikona PR Track, a division of TAM Media Research, on the July 2005 data to understand the impact of PR/Word-of-mouth on KBC2 viewership. Below is a snapshot:
Of the total 95594 ccms (column centimeters) of editorial coverage that got generated on Hindi mass entertainment channels and its respective programs, Star Plus cornered a major pie of 39138 ccms (about 42 per cent). Zee TV gathered a share of 21651 ccms while Sony Entertainment TV scored 19055. This was followed by Sahara One at 7889 ccms.
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| (Click on image to enlarge) |
At the programme level, KBC2 scored the highest with 11051 ccms. This was followed by another Star Plus programme Kyunki Saas Bhi at 4818 ccms. Sahara One’s Woh Rehne Wali Mehlon Ki was at the third position with 4409 ccms. Sony’s Fame Gurukul was at fifth position with 3653 ccms while Zee TVs Time Bomb was at the right position with 3171ccms.
From a market point of view, all entertainment channels made sure that the PR initiatives focused across metro markets which included Mumbai as a primary market. No wonder then, Mumbai clocked a coverage chunk of 20871 ccms for all Hindi Mass Entertainment Channels.
Of this, PR initiative by Star Plus topped the charts with 8549ccms. Sony TV scored second with 5090 ccms while Zee TV scored 3826 ccms. This was followed by Delhi at 7172 ccms.
Here again, Star Plus went ahead with its PR initiatives and clocked 3183 ccms; Zee TV second with 1681 ccms and Sony TV with 1342 ccms.
One of the key question for the industry probably could be whether there has been a change in the audience profile between KBC1 and KBC2. Three charts below give insight into demographic profiles across age, male/female and SECs.
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The above charts throw light on the fact that hardly any change can be recorded as the profiles across age and male/female categories are more or less the same.
KBC2, one can safely state, has made a big impact comeback. But, as Star India COO Sameer Nair will himself admit, these opening numbers are hardly surprising. The future story is what is awaited. Will KBC2 help build the weekend block for Star? That is the Rs 2 crore question and there are many more episodes to go before the answer can be locked in.
Still, the initial response has been more than heartening and might well spell a positive spill-off in terms of weekend programming across all the Hindi general entertainment channels. Now wouldn‘t that be great news for the Hindi entertainment space.
Mumbai: GIVA, a premium jewellery brand aiming to make authentic, elegant, and fine silver jewellery accessible in India, launched their latest line of Rakhi collections, for the upcoming Raksha Bandhan festivities in India. Renowned for redefining the art of presenting exquisite sterling silver jewellery, GIVA takes immense pride in launching an emotive campaign that honours the profound sibling connection. Aptly named “Ties of Love,” the campaign transcends being a mere collection; it is an exploration of the emotional connection that siblings share. This campaign artfully encapsulates the essence of sibling relationships through meticulously crafted 925 silver jewellery rakhis, serving as poignant symbols of affection, protection, and enduring love.
GIVA has embraced a digital advertisement that eloquently portrays the deep and meaningful love that siblings share. This ad serves as a heartfelt depiction of the profound bond that exists between brothers and sisters, further resonating with the brand’s dedication to celebrating and cherishing these special relationships. The ad beautifully captures the essence of a sibling duo celebrating a long-distance Raksha Bandhan and highlights the range of emotions amidst virtual and real-time celebrations. The campaign’s strategic blueprint leverages modern communication platforms such as influencer marketing, Youtube and Instagram advertising.
In a strategic move, GIVA enlisted the support of prominent social media influencers and celebrities Ridhhi Dogra, Pooja Gor and Sreejita De to convey the campaign’s key messages to their target audience. To honour this enduring bond between siblings, GIVA has created an Instagram filter named #TiesofLove. This filter is a tribute to the unbreakable bond we share with our siblings and with this, GIVA aims to witness countless siblings sharing their own delightful and hilarious anecdotes all through August.
GIVA has introduced an exclusive Rakhi collection complemented by exquisite fine silver jewellery choices, with prices beginning at just Rs 899 only. This assortment encompasses a diverse range of options to cater to various preferences, featuring personalized rakhis designed to strengthen the sibling bond. These personalised rakhis can showcase intricately embedded names of brothers and sisters, alongside specially crafted Lumba rakhi designs for beloved sisters-in-law. Moreover, their innovative Convertible rakhis offer a unique transformation into stunning pendants, reflecting a blend of sustainability and style.
GIVA founder Ishendra Agarwal said, “GIVA’s Ties of Love Rakhi campaign embodies GIVA’s mission: celebrating the timeless with a modern twist. This year, we sought to extend Rakhi’s warmth beyond a day by crafting convertible rakhis that can transform into cherished pendants. We also extended our shipping to over 20+ countries to truly celebrate sibling love across borders.
It is more than a campaign. It’s a call for togetherness. It’s a shared tribute to love, tradition, and cherished moments. Our curated collection of gift hampers, personalised rakhi and rakhi gifts are a testament that gifts should know no boundaries.”
To extend a perfect gesture towards both sisters and brothers-in-law, their Bhaiyya-Bhabhi combo stands as an ideal selection. The Rakhi Box is an exclusive gifting choice that presents a personalized rakhi and kumkum, encapsulating a heartfelt touch. Additionally, they also have Bracelet rakhis that seamlessly fuse tradition with fashion, adding to their charm.
Ensuring no one is left out, GIVA has an exclusive Kids’ collection that presents a delightful array of rakhis, starting at just 699 INR. This collection is tailored for younger siblings, capturing the spirit of sibling love playfully.
GIVA’s Raksha Bandhan campaign seeks to highlight the profound emotional value of the rakhi tradition in India, positioning the brand as a provider of thoughtfully crafted and meaningful silver jewellery. The brand’s objective is to establish a heartfelt connection with customers, nurturing a deeper understanding of sibling connections while showcasing the brand’s impeccable artistry. GIVA has always prioritized individuality and self-expression in its design ethos. This Raksha Bandhan, the brand is particularly attentive in presenting a diverse range of top-notch, hypoallergenic rakhis, all certified by GIVA. This effort is dedicated to cherishing the enduring bond, as precious as silver, that exists between siblings.
