Cochin: If we go back and see any new entrant regional entertainment channel that has displayed a magical growth figures in terms of viewership, with-in the short span of its inception in the recent past, it is Malayalam GEC Flowers TV in Kerala Market which is giving nightmares to its competitors.
Flowers, a 24 hour Malayalam entertainment television channel was launched by Insight Media City Pvt Ltd. on 12th April 2015, coinciding with the auspicious occasions of the Vishu festival, hoping that Flowers TV will bloom like the beautiful flowers of Vishu month.
Media Veteran R Sreekandan Nair, Managing Director of Insight Media City managed to steer the channel to his conviction so-far and straight away marched in to the enemies den and conquered his first victim Surya TV. Apparently, Mr. Nair has proved his mettle that he is in fact a big asset to Insight Media City, which has invested on his talent, knowledge and experience to establish huge infrastructures along with the channel launch as part of its long term plan to stay in this business.
Even though, Surya TV managed regain its no. 3 spot after a gap of four consecutive weeks. An analysis on ratings pattern of Surya TV shows that it was able to regain no.3 spot in week 45 (BARC) due to the deliberate exploitation of Surya TV’s movie library to spike up the Movie GRP of the channel to regain the no. 3 position from Flowers. Such kind of short term steroid-dose efforts by Surya TV can only dampen the channels viewership in long run, as the safest bet for any GEC is to strengthen its Fiction and Non-fiction GRPs. Flowers seems to be gaining most of their GRPs from Fiction and Non-fiction shows in their Prime time slots and in few slots they are rated as no. 2.
Earlier, Mazhavil Manorama also managed to overtake Surya TV couple of months before purely based on its strong Non-fiction and fiction properties and the channel is constantly working towards launching new mega Non-fiction reality shows such as Made for each other in the recent past and Cooking Reality show Dhe Chef which is getting launched on 27th November. Mazhavil Manorama is also taking all efforts to advance itself to face the threat from the new war-horse Flowers with constant replacement of under performing shows.
With-in Six month of its launch, Flowers had once again reminded us that content is king and proper exploitation of the art of creation can do unstoppable wonders.