Dil Ki Nazar se Khoobsurat


Dil Ki Nazar se Khoobsurat
Dil Ki Nazar se Khoobsurat

TOI: Primetime goes early - Khubsurat

Armu4eva Coolbie

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Posted: 26 February 2013 at 11:43am | IP Logged

Prime time goes early

ByShruti Jambhekar, TNN | Feb 27, 2013, 12.00 AM IST
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Prime time goes early
Still from Saraswatichandra


In days when the skies had not opened up most top shows of Doordarshan used to air between 9pm-10 pm. In 2013: when 250 channels vie for eyeballs, the prime time band which was earlier from 9pm to 11pm and a TRP-tripping slot, has now shifted to evening hours beginning as early as 6.30 pm.

Saath Nibhaana SaathiyaTaarak Mehta Ka Ooltah ChashmahMadhubala - Ek Ishq Ek JunoonSasural Simar KaHousewife Hai...Sab Jaanti HaiSapne Suhaane Ladakpan Ke, Amrit Manthan et al are the eyeball grabbers. Two of telly's most ambitious shows Dil Ki Nazar Se Khoobsurat andSaraswatichandra have just been launched at the 7.30 pm band. Why is the prime time band shifting to early evening? 

Producer Siddharth Kumar Tewary says, "Early prime-time started as an experiment initially and the 7pm-9 pm time band is as important as 9pm-11pm. Now the 7pm-9pm is slotted for fresh shows while earlier repeat shows used to be telecast during this time slot. It's a competitive scenario and you have to think the dynamics involving family viewership pattern. Due to changing work schedule, these days male members of a family don't reach home before 8pm - 8.30pm, and hence homemakers get time to watch television in the early evening hours." 
Producer Sudhir Sharma says, "The new prime-time band has a broader base from 7pm to 10:30pm. Research has shown that homemakers who constitute the majority of viewers between the 6pm-8pm band spend more time in front of the television during this time than the usual prime-time. So advertisers are ready to shell out same money for the ads too (what they spent on prime-time)."
And what do GEC professionals think as they are putting extra efforts to make the content strong? "For us the prime time slot is technically between 8-10pm and post this slot, the TRP drops. But, with the base of viewership between 6pm to 8pm increasing, things are changing now. Many small town viewers prefer early evening hours on small screen too. So, the point is it is not shifting but it is expanding prime time band for GECs," says Ajit Thakur, fiction head of a renowned GEC. Only time will tell what makes a show click.   

The following 14 member(s) liked the above post:


Bhavi03 IF-Sizzlerz

Joined: 26 July 2012
Posts: 20304

Posted: 26 February 2013 at 11:54am | IP Logged
thanku tanu dii Big smile
JusticeDenied17 IF-Addictz

Joined: 02 November 2010
Posts: 52547

Posted: 26 February 2013 at 7:50pm | IP Logged
Nice article - Thanks for sharing.
machoasif Senior Member

Joined: 11 April 2012
Posts: 892

Posted: 27 February 2013 at 5:20am | IP Logged
And 1 mre thng...honge juda na hum airs on sony tv @ 9pm is gng to end very soon...Low n TRP na...
Dil ki nazar se khoobsurat can't replace it..bcz at 9pm its diya aur baati hum on star plus..bth DKNSK and DABH are under same production house ...

Edited by machoasif - 27 February 2013 at 5:23am
rishani77 IF-Rockerz

Joined: 03 October 2010
Posts: 6123

Posted: 27 February 2013 at 10:14am | IP Logged

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