| From the desk
of Strategic Resources For any query, discussion or feedback, please contact Pavan Chandra, Head of Strategic Resources at pchandra@zenithoptimediaindia.com, +91-124-4195100. Office Address: 10th Floor, Vatika Tower, Block-B, Sector 54 Gurgaon -122002, Haryana, India. |
| Volume: IX |  |
December, 2007 |
In these hyper charged times where news comes in as fast as it becomes
outdated, we need a source that can keep track of what matters to us. At
ZenithOptimedia we have created Wavelength to apprise all of us of the happenings
in three areas i.e. 1. Trends in Digital, Retail, OOH, BRIC, Consumers and
the International Advertising 2. Media & Advertising Research 3. Environment
Also included here are innovations and news that ZenithOptimedia is making
across its network globally, under three sections 1. ZO Zone 2. Fast Forward
3. Touchpoints.
Simply click on any of the sections on our snazzy control panel and you
will have the latest updates at your fingertips. Wavelength will reach you
in the first week of every month so that you have information that leads
to insights.
Drop in a mail at pchandra@zenithoptimediaindia.com with your suggestions
and comments.
ZO Zone
New Era of Reality Shows
Making Stars out of nobody seems like the key mantra the Mass Hindi Channels are employing today to secure a place in the TRP game. The rising popularity of the reality shows on television channels has added a new dimension to the production of TV programs. These shows give opportunities to the prodigies residing in the interiors of the country to showcase their talent.
Packed with adequate drama and pace these Reality/ Talent hunts gave television a much required face lift and a breather from the saas-bahu soaps. Thus playing on the Indian sentimentalities the shows became huge success.
2007 was yet again packed with yet another Season for each of them. Zee Saregama Challenge, Indian Idol 3, Star VOI all started in May 2007. Nach and JDJ started in September.
Zee’s Saregama stood out in the race with higher TVRs that VOI and Indian Idol
Out of all the Reality/ Talent Search, Zee Saregama Challenge 2007 garners maximum ratings with an average of rating of 4. Star’s VOI comes second with average rating of 3.
Saregama Grand Finale episode ended at rating of 7 TVRs.
Source: TAM TA: 4+ AB AA CnS, Period: 1st May-3rd Nov 2007, Market: HSM
However while evaluating Programme CPRPs, Star Voice of India proves to be
more cost efficient in comparison to Saregama. For an average
advertiser/client, the Grand Finales though sold at an exorbitant
rate always prove to be effective buys with the programme ratings doubling.
For Zee the Grand Finale settled at a better CPRP than regular episodes.
In the case of Dance Shows the scenario is a little different, Friday’s for both the show is the day of performances the results of which are announced next day. In case of Nach Baliye Friday garners more ratings than Saturday; however Jhalak Dikh La Ja is able to maintain enough interest by way of strong drama and suspense even on the day of result announcement.
While translating buying into planning on the genre, if we take similar
investments on all the three Talent Hunts, VOI proves to be the most
efficient for an average client.
Source: TAM TA: 4+AB AA CnS, Period June 2007, Market: HSM
In order to obtain best optimum planning results, combination of Star and
Sony would prove to be the most efficient, while Zee and Sony also as an
option does fairly well. On base reach of 5133 (Reach ‘000s) by Star VOI,
Sony gives an additional of 4527 (Reach’000s), while Zee only adds to 4146
(Reach ‘000s).
Another reason that explains lower additional reach by Zee could be the fact
that the audience duplication between Zee and Star Plus is higher than
Star Plus and Sony. This is also attributed to the fact that content apart
from the timing for Zee and Star programme is almost the same, while Sony
brings in some differentiated element being an acquired format of the
Original (American Idol).
To conclude, reality shows are certainly a safe bet to plan on. So much so today all the big banner/ Directors from Sanjay Leela Bhansali, Yash Raj Movie to SRK Movies are being promoted through these programme. Going by their popularity and loyal viewership its an apt way to reach out to the audience and build an emotional connect. Also being primarily music and dance they give a perfect fit for Movie’s music to get incorporated.
So watch out for the upcoming grand finales:
The reality shows next line up is as follows:
Viewership
Analysis of English Movie Channels
For the last 4 weeks (21st October 2007 – 17th November 2007)
Top 2 Programs Across English Movie Channels
Source: TAM
Period: 21st Oct – 17th Nov
Market: 1 Mn +
TG: 15-44, Sec – A, M, CS
Change In Channel Share 2007 vs 2006
Source: TAM
Period: 21st Oct – 17th Nov 2006
21st Oct – 17th Nov 2007
Market: 1 Mn +
TG: 15-44, Sec – A, M, CS
Top 5 Program Ratings Across Various Target Audiences
Source: TAM
Period: 21st Oct – 17th Nov
Market: 1 Mn +
TG: 15-44, Sec – A, M, CS
Advertising Spend Analysis for cars and jeeps category for the Year 2005 & 2006
Cars and Jeeps
Monthly Media Expenditure
Source: IMRB & AC Nielson
(Reported Figures)
Cars and Jeeps Category – Brandwise spends
Source: IMRB & AC Nielson
(Reported Figures)
Medium Breakup
Source: IMRB & AC Nielson
(Reported Figures)
Genre Breakup
Source: IMRB & AC Nielson
(Reported Figures)
This tracker has been compiled from external sources and
does not necessarily reflect the views of the company.
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