If the Telugu GEC (general entertainment channel) market deems that it's the cookery-based shows and fictions that drive viewership during the afternoon, maybe it's time to think again.
Christened Boxlo Bangaram and launched on June 18 (Week 25), the reality show has helped the channel to significantly increase its gap with competition during the 12 noon -1 pm slot from Monday to Friday.
The TAM data provided by various media agencies suggest that the slot was averaging at an approximate 1.3 TVR for the channel prior to the show launch. Now, after the launch of Boxlo Bangaram, the slot has moved up to an average 2.3 TVR, evidently doubling the channel's slot viewership. Meanwhile, the average TVRs of the slot for ETV, Maa TV and Zee Telugu (after the launch of Boxlo Bangaram) stand at 0.9, 0.7 and 0.5, respectively. Not to forget, prior to the launch, the average TVRs for the channels were 0.7 for ETV, 1.1 for Maa TV and 0.8 for Zee Telugu, demonstrating that the respective channel performances remain almost stagnant.
A better detail: if during Weeks 21, 22, 23 and 24, the slot was garnering TVRs of 1.3, 1.3, 1.5 and 1.1, respectively, for Gemini TV, on Week 25, when the show was launched, Gemini's slot TVR rose to 2.7. Yes, the ratings did witness a fall during the immediate following weeks (2.4 TVR in Week 26 and 1.9 TVR in Week 27) but nevertheless, the channel continued to maintain the significant gap with the rest. Also, for now, the slot GRPs stand at 120 points for Gemini TV, 66 points for Maa TV, 58 GRPs for ETV and 49 GRPs for Zee Telugu.
The reason for the shoot up in the slot viewership for the channel is evidently and chiefly because of the latest differentiated content being served during the time band. Until the launch of Boxlo Bangaram, the slot witnessed the airing of only two kinds of genres - cookery-based shows and fictions.
While Gemini TV aired Aha Yemiruchi (cookery show) and Maainti Adapaduchu (fiction) at 12 noon and 12:30 pm respectively, Maa TV had the one-hour long Maavurivanta (cookery show) telecast at 12 noon. For ETV, it was the hour-long Abhiruchi (cookery show) at 12 noon and for Zee Telugu, it was My Name Is Mangatayaru (fiction at 12 noon) and Meeintivanta (cookery show at 12:30 pm). The channels continue to showcase the same properties.