Aflatoon-Little Masters creating new ground for Marathi reality shows

Media News

Mumbai, July 19, 2010

"Aflatoon – Little Masters", a stand up comedy show of children, in Marathi produced and directed by Cell18 & telecast on ETV Marathi, has recorded TRPs of 3.38 for week 27 and 2.73 for week 26 as per TAM on C&S channels across SEC ABC 15+ years plus. Telecast on Wednesday and Thursday every week in the prime time band of 9.30-10.30 pm, the show continues to garner eyeballs with the first stand up show in Marathi for kids.

The show targets a cross section of viewers. Over the last couple of years, reality based shows have grown in prominence with several dedicated to stand up comedy. However, there was little attention given to such formats on channels catering to regional languages.

The show has been registering high TRPs for several weeks now. In-fact from week 26 to 27 the show witnessed a jump in TRPs from 2.82 to 3.38 in the target audience males SEC ABC 15+ years plus, underlining the show's popularity among men. The show has fared well even with women registering a jump in TRPs from 2.60 to 2.91 during the same period in the target audience females SEC ABC 15+ years plus.

Being a show centered on kids' comic skills, Aflatoon also has a steady following from kids aged between 4-15 years. For week 27 the show had a TRP of 2.62 in the target audience SEC ABC 4+ years plus.

The success of the show is due to the connect that the creative team at Cell18 has been able to build with its target audience. For a show that is viewed only to the Marathi speaking audience, the current TRPs exceed expectations.

Zubin Driver, CEO, Cell 18 elaborates on the vision behind creating Aflatoon – Little Masters, "It's not all about being the best, it's also about being different and providing the kind of work that appeals to the masses. We started out with a vision of creating engaging content for the Marathi speaking audience in the form of the stand up show for children. The TRPs are an acknowledgement of the fact that we have been able to achieve our goal.

Mr. Driver adds, "Over time we have seen that people prefer to consume media that is relatable to them. With Aflatoon, the show addresses this need among people from Maharashtra. Over the next few years, I foresee more regional channels experiment in the format of shows that they broadcast, and gain prominence for viewers. The next five years could be a defining point on the history of television where audiences move from mass national channels to local channels which they can identify with more."

Aflatoon was envisioned by Cell18 and ETV Marathi as a platform for comic talent across Maharashtra and the team has given their 100% for the show and the participants, to make sure that their audience is well entertained and up on the seat till the end of the show. The show is taking firm steps and is on its way to be one next big thing in the Marathi industry.

For further information, please contact:

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Mayank Sen

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Email: mayank@moes-art.com