NEW DELHI : Prime non-fiction reveals on tv, comparable to Bigg Boss and Kaun Banega Crorepati, are seeing a 15-20% enhance in rankings from final 12 months, although the viewership numbers are nonetheless 30% decrease than pre-covid instances, in response to broadcasters and media consumers.
Media business specialists stated that these reveals are probably being watched by a sizeable variety of city audiences on streaming platforms and in contrast to fiction reveals that discover a larger draw amongst ladies, actuality reveals have a male skew.
The present season of Bigg Boss (on Colours) is seeing TRPs (goal ranking factors) of 1.4-1.5 on weekdays and 1.9 on weekends in comparison with 0.91 final 12 months, a senior govt at a tv manufacturing home stated on the situation of anonymity. KBC (on Sony), too, has touched the 1.3-1.4 mark versus 0.9 final 12 months.
Tv monitoring company BARC (Broadcast Viewers Analysis Council) didn’t reply to Mint’s queries on how the slate of non-fiction reveals was doing this 12 months. Spokespeople for broadcasters Sony and Colours didn’t reply both.
“For tv as a medium, non-fiction, information, and sports activities proceed to be frontrunners. Whereas there was a decline (in TV viewership of actuality reveals), huge properties like KBC, Bigg Boss and Indian Idol proceed to be compelling, ” stated Karan Taurani, senior vice-president at Elara Capital Ltd. Viewer stickiness is much better for non-fiction than motion pictures or English leisure the place audiences have fully moved on-line, he added. “That stated, solely established franchises are working, and hardly any new properties have an opportunity of grabbing eyeballs,” Taurani stated, including that advert charges for these reveals used to leap by 12-14% each season earlier than covid, now the rise is in single digits.
“The reveals are worthwhile; else, they wouldn’t proceed to be made every year. We’re additionally seeing a separate set of advertisers for digital now, so the probabilities of monetization have doubled,” stated a broadcast community govt on the situation of anonymity.
“What has occurred is that not like every day soaps, that are pushed by non-urban, feminine audiences and haven’t seen as important a dip in TV viewership, non-fiction has been impacted by the transfer of city, male viewers to OTT,” the individual stated.
The brand new season of KBC has Hyundai Motor India Ltd because the co-presenting sponsor and Asian Paints Royale Glitz, UltraTech Cement, Vi and Gowardhan Ghee as co-powered by sponsors.
Bigg Boss, then again, has Schezwan Chutney, make-up model MyGlamm, Priya Gold Hunk, Garnier Males and Hershey’s Kisses as sponsors.
In an earlier interview, Amit Syngle, managing director and CEO of Asian Paints Ltd, referred to as KBC an ideal platform for garnering excessive attain and driving affinity with its audience. “We’ve had a long-standing affiliation with Kaun Banega Crorepati, one of the constant properties across the festive interval. The form of integrations we now have been in a position to drive on the present have been impactful and revolutionary,” Syngle stated.
To make certain, there’s extra stress on present makers to maintain innovating within the face of larger competitors and extra content material choices. Even the presence of movie stars selling their motion pictures on these reveals shouldn’t be spiking rankings, the TV govt stated. Aradhana Bhola, managing director of Fremantle India, which produces reveals comparable to Indian Idol and India’s Acquired Expertise, stated whereas there’s undoubtedly a component of digital play, regardless of the medium of consumption, the underside line for content material creators stays that the viewers consumes and enjoys their reveals.
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Supply: Live Mint