Jassi Jaisi Koi Nahin, the show which was touted as Sony's pincer attack on the heart of the Indian middle class, has brought some cheer to the executives at the network by opening with an average TVR of 3.8 in the first week of telecast (for all TAM markets minus the south; base population C&S 4-plus age group), according to Sunil Lulla, executive vice-president, Sony Entertainment Television.
An adaptation of the super-hit Yo Soy Betty La Fea, which deals with a Plain Jane working her way up in a glamour and prejudice-ridden world, Jassi, according to Lulla, has outperformed traditional favourite Kkusum, which garnered a TVR of 3.1 in the same week, namely, August 31 to September 6, 2003.
The time slot that Jassi debuted, 9.30 pm to 10.00 pm, saw an increase in viewership by 250 per cent in Sony's core audience group of 25-34 years, SEC ABC (male and female), while reach or sampling increased by 70 per cent within the same group. Audience share also increased from 3 per cent to 12 per cent, Lulla adds. "We have made a good head start," states Lulla. "The ratings indicate that the audience likes what it is seeing."
The marketing effort to promote Jassi has been huge with an emphasis on the character rather the actor playing the part. Curiosity around Jassi was built in the run-up to the show with blank cutouts, releases and teaser campaigns across various media.
The marketing effort continues with a number of on-ground activities planned in different cities. For now though, the channel has rolled out some tactical activities in Mumbai using flash mobs where a group of people congregate at a pre-determined location, perform a gimmick to catch the attention of passers-by and disperse soon after, contests, fuelling conversations in local trains apart from a broader consumer awareness using innovative leaflets, celebrity endorsements, viral SMS and dedications to Jassi.
"The marketing has been clever and intelligent," says Lulla. "The aim has been to engage the consumer and create a buzz around the show."
According to Lulla, the channel has seen a jump in viewership of 30 per cent within the base population of cable and satellite audiences in the four-plus age group in this quarter over the last. Within the core group of 25-34 years, SEC ABC (male and female viewers), the channel registered a growth of more than 20 per cent over the last quarter. "This growth was achieved through Kya Hadsaa Kya Haqeeqat, the Friday line-up and movies," he says. "Now that Jassi has been launched and has been well received, I think, it will definitely add up to the existing viewership," Lulla states confidently. © 2003 agencyfaqs!