Noor Fathima Warsia
After a 20-day period of only repeat programming, Hindi general entertainment channels would be airing fresh content from December 1, 2008. Even though this still means dealing with advertisers for cancellations and compensations for the two weeks, at least the advertiser holdback problem would be solved now. The Hindi GEC ratings in week 47 have again shown a steep drop in numbers across all channels. Colors has retained its No. 1 position that it had managed in the first week of repeat programming on back of its show ‘Bigg Boss’.
exchange4media readers would recall that other broadcasters agreed for Colors to air fresh episodes of ‘Bigg Boss’ due to the nature of the show. Many media observers have said on various occasions that this would work in the favour of Colors also since many more eyeballs would sample the channel due to absolute lack of fresh programming across the board.
The process to resolve the dispute between the FWICE and the producers is still underway, but since the shooting had commenced for most channels on November 24, the broadcasters are ready to air fresh content beginning next week.
Barring a few shows, most channels have begun shooting for all of their programmes full swing; many are working on new shows as well. Some of the Hindi GECs have also utilised this break to revisit their programming strategies. One such channel is 9X, which has commenced the shooting of only one show, ‘Remote Control’, so far. The channel is still in the process of taking a few decisions on its programming before it commissioned the shooting of any of its on-going or new shows.
In week 47, Star Plus and Zee TV have dipped significantly even from the last week of repeat programming. Despite this drop in the lead channels, Colors has stayed the same as last week with 199 GRPs. The repeat programming period has seen channels like SAB register more than the usual catch with 40 GRPs.
Channels are working aggressively to woo back lost audience. An official communiqué from STAR India stated: “Viewers would be able to watch all fresh episodes of ‘Raja Ki Aayegi Baraat’; ‘Kis Des Mein Hain Meraa Dil’; ‘Sapna Babul Ka… Bidaai’; ‘Tujh Sang Preet Lagai Sajana’; ‘Nach Baliye 4’; ‘Amul Star Voice of India’; ‘Dharti Ka Veer Yoddha-Prithwiraj Chauhan’; ‘Baa Bahu Aur Baby’; ‘Hamari Devrani’; ‘Grihasti, Jahan Pe Basera Ho’ and many more. With a view to give differentiated entertaining content to viewers, Star Plus also launches the most awaited courtroom drama – ‘Aap Ki Kacheri- Kiran Ke Saath’ at 10 30 pm on December 1.”
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