BuzzInContent Awards 2021 Winners Announced

Best Media Info

Editor’s Picks

Phulwa & Mukti Bandhan On Colors To Open Well

Both the fiction shows to open at an average first week TVR over 3, predicts Ormax Media.

BestMediaInfo Bureau | Delhi | January 11, 2011

Colors’ new fiction launches replacing Bigg Boss from jan 10 – Phulwa at 9pm and Mukti Bandhan at 9.30pm – are set to have a positive opening, according to a Ormax Media’s predictive model based on their awareness tracking product Showbuzz. Phulwa is likely to open at an average first week TVR of 3.4, while Mukti Bandhan is likely to score about 3.1 TVR. Depending on the content quality, the TVR can be 10-15% higher on either side.

Phulwa, in particular, has been tracking very well. In the week before its launch, it has registered Unaided Awareness (UA) of 36% and Total awareness (TA) of 83%. This is the best-ever Wk -1 performance for any fiction launch since the start of Showbuzz in May 2009, on the key UA parameter. The record was earlier held by Pratigya on Star Plus, which clocked 32% UA but a hgiher 94% TA. Bairi Piya on Colors registered 27% UA and 85% TA – a channel record broken by Phulwa.

Mukti Bandhan has also been tracking well, though not as strongly as Phulwa. The program clocked 21% UA and 73% TA at the Wk -1 stage. However, Mukti Bandhan will benefit from the spill-over from Phulwa, given their back-to-back slots.

The predicted TVR could have been even higher, if the programs were replacing a fiction show. With Bigg Boss being non-fiction, the slot is bound to lose some audience. However, as is the case with most fiction launches, a strong opening week paves way for consolidation and growth in the weeks to come. According to Ormax Media, the programs can potentially look at crossing a TVR of 4 before the two big cricket events begin, provided the content is compeling.

Showbuzz tracks awareness of new programs across six markets. Data over the last 20 months has been used to create a predictive model for fiction shows. The model predicts the opening week reach of the launches, which can then be used to arrive at indicative TVR, assuming a certain level of content.

The model takes into account the marketing buzz created by the show, the performance of the slot, competitive scenario, overall channel performance, audience flow from one show to the other and the category of the program (fiction/ non-fiction). The error margins have been less than 15% in most predictions done using the model so far.

Post a Comment