Chennai : Star India’s Tamil satellite channel Vijay TV’s decision to repeat their Mythological series ‘Mahabharatham’ @ 9 PM during the weekdays happen to be a risk worth taking, as the outcome seems to be fruitful with encouraging numbers.
Vijay TV has launched the repeat telecast of ‘Maharbharatham’ within a short period of the completion of its first run by the end of October in its 7 PM time slot.
The idea behind the move was to give an opportunity for those who missed it in the first run at early prime time by scheduling it comfortably at 9 PM and also to bring in the repeat audience to watch again, as the show was still enjoying a sustained popularity reverberating among the audience.
The first week ratings of the repeat episodes of Mahabharatham that started on 8th December has shown a sign of improvement for the 9 PM time slot of Vijay TV. The weekly average TVR of the 9 PM slot has increased from 2.5 TVR in week 49 to 3.5 TVR in week 50. Similarly the weekly GRP has increased from 12 GRP to 17 GRP with an overall growth of 30 to 40%.
Krishna Kumar – Group Head MEC – Bangalore said ”It is a very good opening for a re-run, that too with in a very short period. Increase of ratings from 2.5 to 3.5 TVR is a Good sign for a channel like Vijay TV, I think the channel has formulated a right strategy by deciding to repeat at a later prime time”
The improvement @ 9 PM time slot seems to have resonated in the adjacent slots also as the channel has witnessed a sign of improvement at 9:30 PM and 10 PM too.
Vijay TV has scored to 422 GRP in week 50 from 404 GRP in week 49 with its prime time GRP going up from 203 to 221 week by week.