MUMBAI: Star Plus' ode to its telly stars - the Star Parivaar Awards - has hit ratings gold, landing itself the first position on the TAM ratings charts, beating back even perennial numero uno Kyunkii Saas Bhi Kabhi Bahu Thi (KSBKBT) into second position.
The show, which aired on 4 June, garnered a TVR of 13.6 in the Hindi speaking markets (HSM) C&S 4+ TG, according to TAM data over a total duration of 244 minutes.
KSBKBT is in the second slot with 13.46 TVR followed by Kahaani Ghar Ghar Ki (KGGK) in the fifth slot at 12.35 TVR.
To put things in perspective, if one flashes back to 2004, Star Parivaar, clocked 14 TVR and was in the 24th position.
Star Plus creative director Shailja Kejriwal points out, "The Star 'Parivaar' has grown bigger and has seen a flurry of new faces joining the family. So, all in all it is a nice mix of old and new. The ratings are astounding, and this gives us the encouragement to make it even bigger next year."
While in the Parivaar's debut year in 2002 the capacity of the event was 500, 2003 the awards doubled its capacity. This year the capacity was further upped to 3000.
Kejriwal adds, "No other event in the country has got this kind of numbers, and we have now managed it for three years in a row. Considering today's fragmented landscape, Parivaar's delivery is commendable."
So, what was really the differentiating factor this time round?
Kejriwal states that this year, the scale of the event was much more grand. Also, the event this time incorporated action driven acts and stunts which had not been done earlier. Production costs were also upped by 20 per cent which translated into upgradation of costumes, sets, acts...
The marketing blitz pretty much followed the same template as last year, although the degree was heightened.
'Har Parivaar; Star Parivaar' which is the base line of the awards was played up with the entire campaign woven across all media. The channel used the 'Jodi Special' as the the driver category to promote the property's interactivity with on ground activities in Delhi and Mumbai. 5.8 million votes came through on ground events and activities by the channel using the push strategy engaging the client in malls and market places.
A special categories card was also designed and was sent to all publications as a PR exercise.
When queried about the place of promos Star India senior vice president marketing and communications Ajay Vidysagar states, "We activated transition bumpers as well as break bumpers for three weeks prior to the airing of the event. This time the frequency was a lot higher and better placed."
Star Plus also hosted a series of Parivaar specials over the weekends and built it into one capsule before the screening of the actual event.
The break-up being:
1) Nomination Special Ep 1
2) Nomination Special EP 2
3) Jodi Special
4) Magic Moments
5) Red Carpet
This was followed by the main event. So, the build up to the actual event was very strong. Looking at other Star property deliveries, the Hindi feature film Main Hoon Na clocked 10.76 TVR, while the Diwali special which showcased TV stars celebrating the festivities of the season called Dhoom Machaley clocked 10.3 TVR. The 11th Star Screen Award brought in 7.3 TVR and the latest Rang Barse, Holi special with the whole TV fraternity clocked 11.3 TVR, according to TAM data in the HSM C&S 4+ TG.
Star's aim is not only to tap the available TVRs but also get in new viewership. As a prelude to KBC 2, both Star Parivaar and the coming IIFA Awards 2005 are positioned as the initial eye-drawers for the weekend.
In terms of sheer revenues,"Parivaar's performance only spells more monies for the channel. The title sponsor being Dabur (Vatika Shampoo) and associates being Faber, Gelusil, Titan Goldsteel, Simba, Phillips, Versa, Everyuth and Godrej Pentacool, Star has in a way managed to prepare its ground for its coming weekend properties," says a media analyst.
As they say, it's getting better all the time!
