Q] Original content was back on Star Jalsha in mid-June and the channel has seen a significant uptick. What is working in terms of content? Were there any changes made in the content strategy?
We had been building the momentum with our content way before the lockdown happened. What you see today is a culmination of that strategy.
There were few breakthrough shows that resonated with the viewers in Bengal and helped deliver month-on-month growth in viewership for the channel. For example, Sreemoyee is our tribute to the housewife and mother, who selflessly puts her dreams second to her family’s needs. The need for girls’ education has been strongly portrayed in Mohor, while Sanjher Baati is a beautiful love story that has won hearts through its simplicity and slice of life moments. We recently launched Prothoma Kadambini, a show based on the first practising female doctor of India. We continue to ride on this momentum with the shoots resuming.
Q] What has been the growth in viewership? How do the numbers compare to the pre-lockdown period?
Star Jalsha has witnessed an impressive growth and we are almost at the same levels we were pre-lockdown. The main factor behind Star Jalsha roaring back to leadership has been a significant boost in time spent, indicating higher viewer engagement for our shows.
Q] Where is the growth coming from?
The growth for Star Jalsha has been seen across markets. While the recovery for Star Jalsha has been higher than its key rival across markets, extent of recovery has been significantly higher for us in Kolkata where we have regained pre-lockdown levels, compared to other markets: rest of urban and rural markets in West Bengal.
Star Jalsha has witnessed a 93% recovery: 534 GRPs in w27’20, WB 2+ compared to pre-lockdown levels (572 GRPs in w8-11’20, WB 2+). For perspective, our nearest rival showed a recovery of 70% in the same period. Our leadership gap increased from 18 GRPs in Week 8-11 (pre-lockdown) to 149 GRPs in Week 27 ’20, WB 2+. This week, four of the top five shows and seven of the top 10 shows belong to Star Jalsha.
Q] How have advertisers responded to the original content and increased viewership?
The advertisers clearly follow the audiences and with the impressive comeback of the channel, the advertisers have responded accordingly. With the festive season around the corner, we expect an uptake on advertisers in the months to come.
Q] GECs are an uber-competitive space. How are you looking to sustain these numbers and maintain leadership?
We are focused on delivering stories that reflect the changing priority of the viewers. We launched Titli on July 13 – it is a story of courage in the face of adversities, a message that is needed in these times.
We are coming back with two non-fiction shows shortly; we are launching our daily non-fiction game-show Super Star Poribaar at 4.30 pm. Besides, we are bringing back our popular weekend singing non-fiction show, Super Singer at 8.30 pm in a new avatar, from where we left off mid-season due to the lockdown.
Q] Looking ahead, what are the key challenges you see?
Safety and hygiene is our Number 1 priority and we are working with our production house partners to maintain the highest standards of safety for the actors and crew.
STAR JALSHA LEADS IN 7 PRIME-TIME SLOTS
Ke Apon Ke Por
1.8 mn impressions
7.30 pm (Mon-Sun)
1.9 mn impressions
8.00 pm (Mon-Sun)
1.7 mn impressions
8.30 pm (Mon-Sun)
1.2 mn impressions
9.00 pm (Mon-Sun)
1 mn impressions
9.30 pm (Mon-Sun)
1.3 mn impressions
10.00 pm (Mon-Sun)
0.8 mn impressions
10.30 pm (Mon-Sun)
(Source: BARC WB MF 15+ U WK 27’20)