Hyderabad: Morning time bands are considered as a dead slots with lowest level of viewership on a day part and broadcasters generally give least importance towards this particular time band. For instance the meagre audience available in the morning hours are considered to be attracted towards news and current affairs only.
In such scenario GECs always opt for running fillers and programs produced with much lesser cost. However, Telugu GEC Zee Telugu has managed to create a solid time band in the morning with a slew of Devotional properties that has attracted a promising amount of loyal audience in the AP market, which transpired in to decent ratings too.
Zee Telugu’s morning devotional time band between 7:30 AM to 10:30 AM clocks 50 GRPs on an average every week, which is a very reasonable gain for any GEC from its odd time bands. The channel has created a strong devotional properties like Abishekam @ 7:30AM, Srikaram Subhakaram @ 8:00AM, Bhakthi Samacharam @ 8:30AM, Goruram @ 9:00AM and Om Karam from 9:30 to 10:30AM
The most amazing fact is “Om Karam” delivers an average ratings of 4 to 5 TVR in Female TG and 3 to 4 TVR in Male TG, which is on par with the ratings of a Prime time show. Similarly “Gopuram” and “Bhakthi Samacharam” delivers an average of 3 to 4 TVR in female TG and 2 to 3 TVR in male TG making Zee Telugu a strong contender in devotional programs also.
The promising numbers also attracted the advertisers of all sorts. Apart from brands associated with Spiritual segments, others brands like FMCG, Consumer Durable and Beverages are also actively visible.
Other competitors like ETV and MAA TV are also pitching with a similar programming line-up in morning time band. However they are witnessing very meagre ratings with their weekly average GRP standing between 5 to 6.
Industry sources state that the packaging of the devotional properties on Zee Telugu was very attractive and high quality with very lesser repetitions. Many segments are shot freshly and packaged in a customised manner to match with the moods of AP viewers and it is also considered to be very informative in religious perspective.