Mumbai: No wonder, why the Star India’s efforts to re-brand Life OK as Star Bharat became a success story as the latest study conducted by the Primary Research & Data and Analytics Company Chrome DM has revealed that over 97% of the people across Urban and Rural India are aware of the channel launch and the knowledge on expiry of brand Life OK has reached 62% in Rural and 74% in Urban.
After transforming from Life OK to Star Bharat, the channel has jumped many steps in the first week rating chart to reach No. 5 position in Hindi GEC market. The same has improved further to No. 2 position in its second week itself with 670 million impressions in Urban + Rural HSM Market. It stood at No. 3 position in third week (week 37 of 2017) with 608 million impressions.
The study conducted among 12,097 respondents from HSM Urban and 7414 respondents from HSM Rural revealed that Star Bharat commands better stickiness with high frequency of watching as 20% and above of Urban & Rural India are watching Star Bharat on regular basis while the additional 21% of Rural India are watches the channel in no fixed routine.
In Rural market Star Bharat has around 22% viewers with habit of watching in daily frequency while 10% are watching it 2 to 3 times a week. In Urban Market 20% of the viewers are watching it on daily basis while 7% are watching it 2 to 3 times a week and 10% of them watching it atleast once in a week.
Cumulatively the viewership divide between Urban and Rural market reveals that a majority of 56% people have watched Star Bharat in Rural and 41% people have watched Star Bharat in Urban.
The study also explored the response of the viewers towards content aired on Star Bharat and mapped their interest levels towards various programs that are aired on the channel with reason for watching the prime properties likeSavdhaan India and newly launched shows like NimkiMukhya, SaamDaamDandBhed, KyaHaalMrPanchal, Om Shanti Om and AyushmanBhav.
Savdhaan India on Star Bharat attracts 41% of Rural India when compare to 26% of Urban India. While 27% of Rural India watches Savdhaan India because of Crime Content, the Urban India watches the same for Story covered by show.
The new show on Star Bharat NimkiMukhya has witnessed 38% respondents watched it from Rural India when compare to 21% in Urban India. NimliMukhya managed to impress 95% of Rural respondents watched because of Story line of the show whereas the Urban India has fallen in love with the characters of the show with 62%.
saamDaamDandBhed created on the Political system of the country has enjoyed 36% liking inRural respondents against 22% in Urban India. Apparently, both the markets responded alike towards the reason for liking where in the Storyline of the show has scored slightly more than the characters of the show.
The comedy show KyaHaalMr.Panchaal has 33% of Rural India watching the program when compare to only 14% in Urban India. Both Rural and Urban viewers in India watched this program because of Comedy content with 62% support fro Rural and 51% support from Urban viewers.
On the other hand, Reality showOM Shanti OM generated 29% of Rural respondents watching this content against 20% of UrbanOM Shanti OM. The reality factor in the show acted as the driving force behind 51% watching Om Shanti Om in rural Area followed by Urban with 37%. Other factors like Music and entertainment also impressed reasonable volume of viewers.
The study has roped in 60% of Males and 40% of females from Urban and Rural India with 44% falling under the age of 22 to 30 years.