NEW DELHI :
Indian tv’s greatest properties, Kaun Banega Crorepati and Bigg Boss, haven’t grabbed as many eyeballs as they used to with their TRPs (tv ranking factors) down by not less than 50%, in response to media consumers and leisure trade specialists. Each have a TRP of under 1.5 as in comparison with 2.5-3 final 12 months. Whereas the IPL (Indian Premier League) grabbed a significant chunk of the younger, male viewers, resulting in lack of eyeballs in prime-time slots for the previous two months, the city Hindi-speaking viewers additionally appears to be slowly transferring in the direction of consuming content material on-line.
Tv monitoring company BARC (Broadcast Viewers Analysis Council) declined Mint’s request for particular viewership figures for the 2 exhibits. Viacom18 Media Pvt Ltd, that owns Colours, the broadcaster of Bigg Boss, declined to touch upon the story whereas Sony Leisure Tv that broadcasts KBC, didn’t reply.
“Each KBC and Bigg Boss haven’t carried out in addition to final 12 months, not less than on TV. IPL undoubtedly has a task to play, provided that each exhibits launched in the course of the event, which is the primary time both has been on air in the course of the IPL,” Shailesh Kapoor, CEO of media consulting agency Ormax mentioned. Since IPL is over, the exhibits may even see traction however that is still to be seen, he added.
Others argue that KBC has been working below constraints too minus studio audiences owing to bodily distancing norms. “Non-fiction, general, has not performed that nicely on this pandemic 12 months. Even (viewership of) The Kapil Sharma Present is down by nearly 40%. Disruption of schedules due to the pandemic appears to have led to lesser appointment viewing for non-fiction exhibits,” Kapoor added.
Specialists additionally say that Bigg Boss typically takes one to 2 months to develop, as individuals start to grasp the contestants bunched collectively in a home within the actuality present. Kishan Kumar, chief progress officer at media company Wavemaker India mentioned viewers may all the time count on fast boosters in each exhibits, Bigg Boss is legendary for surprises whereas KBC is thought to have celeb episodes that spike viewership.
Nonetheless, decrease scores this time would imply that advertiser expectations haven’t been met, and this might impression future seasons, Kapoor mentioned.
Media and leisure trade specialists level to the clear viewership cut up that has taken place in the course of the pandemic. In a median family, whereas girls and household audiences, by no means the core viewers for actuality exhibits anyway, have remained glued to fiction, younger and male audiences have taken both to the IPL or to net content material that’s slowly gaining traction amongst Hindi-speaking viewers. The previous few weeks specifically have seen titles comparable to Mirzapur 2 (Amazon Prime Video) and Rip-off 1992-The Harshad Mehta Story (SonyLIV) stand out.
“Drama, typically, has performed so much higher than non-fiction, working example being new launches comparable to Anupamaa on Star Plus. New content material has not simply been a breath of contemporary air, in the course of the pandemic, lots of people have additionally realised the significance of household values that these exhibits take care of,” mentioned a senior govt from a broadcast community who didn’t want to be named. Anupamaa, overlapping with some portion of KBC’s time slot, has garnered TRPs of three.5.
Karan Taurani, analysis analyst at Elara Capital Ltd mentioned the shift of eyeballs is a worrying signal for paid Hindi tv. English-speaking Indian audiences are already seen transferring to streaming platforms a pattern mirrored in closure of a number of English channels.
The return of channels comparable to Star Utsav, Zee Anmol, Colours Rishtey, Sony Pal and Zee Anmol Cinema to the FTA (free-to-air) class has enabled large positive factors for them from tier-two and tier-three cities and it’s telling that each one new channel launches previously few months have been in regional languages.
“Hindi TV might really feel the pinch in one other 10-12 months with some non-core genres comparable to music probably shutting down,” Taurani mentioned.