Hindi GECs keeping up with changing reality times

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Just when we thought that the death knell had been sounded for reality shows, the programming genre is trying to script a comeback. And why not, according to TAM Media, advertising on reality shows accounted for 7 per cent of total electronic media ad volumes during January to June 2009 period.

What with as many as three new format shows debuting on as many big Hindi general entertainment channel (GECs) within weeks of one another. This time, the shows move away from the done-to death song and dance routine to explore newer themes. Televisionpoint.com explores the trend in detail.

Nitin Vaidya, chief operating officer, Zee Entertainment Enterprises and business head, Zee TV, explains that good story-lines get good ratings and that has been the mantra to drive growth; but what's happening now as compared to 2007-08 is that there is a bias towards reality shows to bring in the TRPs.

"You see, reality shows were big in 2005-06 with all the singing and dancing contests. But the trend remained the same right up to last year, so these shows started doing poorly. In the last one year, differential concepts have been applied to reality TV and this new offering has created excitement among viewers." Vaidya adds.

Another change is that reality shows were earlier aired on weekends but now they are becoming an important part of weekday prime time television. So this scheduling change is bringing back lapsed viewers, he says.

For instance, three reality shows - Sach Ka Saamna (Star Plus), Rakhi Ka Swayamvar (NDTV Imagine) and Iss Jungle Se Mujhe Bachao (Sony TV) - are exercises in generating audience excitement via a different route. Hard figures tell that these new shows have cornered a significant portion of TRP's in the first week of their launch.

According to TAM Media data, Iss Jungle se Mujhe Bachao raked in 3.13 per cent TVRs, Rakhi Ka Swayamvar got 4.1 per cent TVRs, while Sach Ka Saamna secured the highest with 4.59 per cent TVRs, followed by Colors' show India's got Talent garnering 2.4 per cent TVRs - in the first week of their release.

This performance is to be juxtaposed with that of previous reality shows on TV - Sony's Dus Ka Dum and Indian Idol 4 that managed to scored average TVRs of 1.51 per cent and 1.5 per cent respectively for the whole season.

India's first reality show, which really set the ball rolling was Kaun Banega Crorepati in 2001, that featured a stellar comeback by Amitabh Bachchan. It seems that the channel's ****ed the golden goose by launching far too many reality shows after Indian Idol clicked for Sony in 2005.

Manas Mishra, executive vice-president and country head, Mudra Connext, part of Mudra MAX, says that the industry things will change and audiences will take a new liking to reality television.

Mishra says, "There is a new verve in reality show category with the new shows coming in. Reality shows are a good way for channels to perk up viewership on a consistent basis as they replace blockbuster films well. In some cases, reality shows get more than double the TRPs of prime time soaps."

One of the show Sach Ka Saamna has also brought some things out of the closet, even creating a furore in the parliament. While most people are divided on the content telecast on the show, it sure has rung a bell in audiences' minds.

Refusing to comment on Sach Ka Saamna per say, Uday Shankar, chief executive officer (CEO), Star India, says, "Any kind of new innovation does bring back interest in the category and this is what has happened."

Rohit Gupta, president, network sales, Sony Entertainment Television, says, "In reality shows you work with multinational brands and we easily earn a 70- 80 per cent premium on reality shows. Trading levels are higher as they are big contributors to the revenue stream. It's a big concept for rating as well as revenue."

With the advent of the new shows now, advertisers also see value in betting on this format. For instance, ITC's personal care products brands - Fiama Di Wills and Vivel - are advertised on these shows.

Sandeep Kaul, CEO, personal care products, ITC, says, "Advertising on reality shows has enabled us to reach out to new audiences including light viewers and non regular viewers of fiction shows. We are now looking at synergy in programme content and brand message."

In an holistic view of GECs, as per Week 32 data from TAM (C&S homes, 4+ HSM), Colors and Star Plus are at par with 21 per cent share each. The GRPs recorded by both are 268 and 266, respectively. Just 27 GRPs away is Zee TV, grabbing a relative channel share of 19 per cent.

NDTV Imagine's channel share stands at 11 per cent, one per cent more than last week. Its Rakhi Ka Swayamvar garnered a high TVR of 8.4. Imagine's GRPs have risen from 123 in Week 31 to 141 in Week 32.

NDTV Imagine is followed by Sony, which has seen a slight growth. It has garnered 116 GRPs and a relative channel share of 9 per cent. Its sibling, Sab TV, follows with 5 per cent share. Star One has maintained its share in Week 32 at 4 per cent. Sahara One, DD1 and Star Utsav have all garnered 2 per cent share; while 9X and Real have 1 per cent share each.

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