While Mahabharat type of content can see a 5x growth in viewership, when it comes to ad rates it is 1/6th of what a show like KBC commands especially now due to availability of new content, he said. Taurani explained that shows like Mahabharat compete with non-fiction properties like Kaun Banega Crorepati (KBC). This is why he expects minimal growth in ad spends. He further said, "The quantum of growth calendar year (CY) 2020 vs CY19 was phenomenally high and CY21 vs CY20 if you compare it will be low. This time viewership number has not been 5x (like last year) it has been 20-40 percent (high) vs CY2019." "It will be much lesser and that is because lot of the large fiction property shoots have started at alternate locations."
MAHABHARAT STAR PLUS STORY AHEAD TV
While the shows are engaging TV viewers, analyst Karan Taurani, Vice-President, Elara Capital said that reruns will create a positive impact this year just like it did last year but the quantum of positive impact will not be as high as last year. Other old classics too had seen strong traction last year.Īnd this year too shows like Ramayan airing on Star Bharat and Colors, and Mahabharat on Star Plus are grabbing the attention of the TV audience. Ramayan last year registered highest-ever rating among serials on Hindi GECs (general entertainment channels) since 2015. The viewership number went up to 45 million viewers on the same day for the evening slot. Shows like Ramayan and Mahabharat last year too had seen high traction when broadcasters were facing a similar challenge when TV productions were halted.Īccording to Broadcast Audience Research Council India (BARC), last year Ramayan on March 28, which was the opening day of the repeat telecast of the show, saw 34 million viewers log on to their TV sets in the morning slot. "Week 19 (May 8-14) data indicates there is a 73 percent increase in viewing of mythological content (Dwarkadheesh Bhagwan Sri Krishna, Ramayan, Mahabharat) and a 35 percent increase in viewing of comedy content (Best of The Kapil Sharma Show, Akbar Birbal, Ring Wrong Riing) on Hindi general entertainment channels (GECs), when compared to week 14 (April 3-9)," the spokesperson said. Shows like Ramayan, Mahabharat, Best of The Kapil Sharma Show are back on TV as some broadcasters have resorted to reruns due to challenges around content production because of coronavirus-led lockdown.Ī BARC India spokesperson pointed out that with partial lockdowns and limitations on movement in several parts of the country this trend (reruns) is once more clearly visible. Reruns of Ramayan, Mahabharat are back with high traction but it's not all good news for TV