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Rockstar Abhi & Pragya's wedding piques
audience interest, setting off the show's
viewership on a sharp week-on-week rise
The week 30'14 TAM ratings are out and Zee
TV's 9 PM show Kumkum Bhagya, that has
seen a distinct spike in viewership ever since
its protagonists Pragya and rockstar Abhi tied
the knot, has further raced up the popularity
charts, clocking in 7405 TVTs. While a 4-week
average for the pre-wedding period (starting
week 21'14 to week 24'14) stood at 3263
TVTs, the show has seen a 127% increase in
viewership in the last 6 weeks.
ALSO READ: Kumkum Bhagya: Sriti Jha's
Mehendi woes
With its viewership soaring and the property
only moving from strength to strength,
Kumkum Bhagya is clearly the biggest fiction
show launched in the year so far. With robust
properties such as Kumkum Bhagya, Jodha
Akbar and Qubool Hai ruling the roost week-
on-week, Zee TV is the only channel to have
seen a 30% increase in its weekday primetime
viewership in the last 6 weeks.
Kumkum Bhagya saw a surge in audience
interest during the rather unlikely marriage of
its protagonists - the flamboyant rockstar
Abhi and the shy, serious girl-next door
Pragya. Owing to its engrossing storyline
coupled with believable performances, the
show has been on a steady ascent, despite
stiff competition on its time slot across GEC's.
The show premiered on the same slot as the
fiction genre leader 'Diya Aur Baati Hum'
across Hindi GECs and has managed to grow
exponentially. As per TAM, the show's
viewerrship has dropped by 22% since Week
16'14, when Kumkum Bhagya was launched.
ALSO READ: Kumkum Bhagya actress
Shikha Singh shoots for 72 hours
The show was heavily promoted through an
aggressive 360 degree marketing campaign by
the channel from the launch to the wedding
highpoint to ensure traction was growing
week on week. Zee TV's approach was one of
sustained character building in all its
communication across print, on-air and
digital media. A judicious mix of mediums
including high impact outdoors, print and
innovatively crafted, personalized invites
shared through social media on the day of
the wedding created high visibility for the
highpoint. The streamlined promotional
strategy not only attracted eyeballs but also
garnered a lot of word- of-mouth publicity,
thereby creating an enormous pre buzz
around the much touted wedding sequence.
Zee TV Business Head Pradeep Hemjadi says,
"Kumkum Bhagya, with its gripping narrative
and protagonists who have endeared
themselves to viewers in a short span of time,
has strengthened our position in the 9 PM
slot and our performance in weekday
primetime has grown by 30% within barely 6
weeks. Our current fiction line-up is robust
and is only poised to get stronger with our
new launch Jamai Raja - a truly differentiated
concept at 8:30 PM on 4th August."
In stark contrast to a view that it is the bahus
who are supposed to step in and bring
warmth and harmony to a household, Zee
TV's latest primetime offering 'Jamai Raja'
breaks the convention and asks - If bahus
have done it all along, why can't the jamai?
While the son-in-law, without a doubt, is
accorded great importance in Indian culture,
one rarely, if ever, speaks of his
responsibilities towards the wife's side of the
family. But, 'Jamai Raja' begs to differ and has
its male protagonist proactively take on the
task of setting right the discord between his
wife and mother-in-law after marriage and
filling their world with love and happiness!
With an ensemble cast of Achint Kaur, Ravi
Dubey, Apara Mehta and Nia Sharma, the
show's promos are currently creating quite a
stir and the show looks most promising!
WATCH: Kumkum Bhagya popular episode http://m.timesofindia.com/Entertainment/Hindi/TV/News/Kumkum-Bhagya-The-Biggest-Fiction-Launch-of-2014/articleshow/39626099.cms
audience interest, setting off the show's
viewership on a sharp week-on-week rise
The week 30'14 TAM ratings are out and Zee
TV's 9 PM show Kumkum Bhagya, that has
seen a distinct spike in viewership ever since
its protagonists Pragya and rockstar Abhi tied
the knot, has further raced up the popularity
charts, clocking in 7405 TVTs. While a 4-week
average for the pre-wedding period (starting
week 21'14 to week 24'14) stood at 3263
TVTs, the show has seen a 127% increase in
viewership in the last 6 weeks.
ALSO READ: Kumkum Bhagya: Sriti Jha's
Mehendi woes
With its viewership soaring and the property
only moving from strength to strength,
Kumkum Bhagya is clearly the biggest fiction
show launched in the year so far. With robust
properties such as Kumkum Bhagya, Jodha
Akbar and Qubool Hai ruling the roost week-
on-week, Zee TV is the only channel to have
seen a 30% increase in its weekday primetime
viewership in the last 6 weeks.
Kumkum Bhagya saw a surge in audience
interest during the rather unlikely marriage of
its protagonists - the flamboyant rockstar
Abhi and the shy, serious girl-next door
Pragya. Owing to its engrossing storyline
coupled with believable performances, the
show has been on a steady ascent, despite
stiff competition on its time slot across GEC's.
The show premiered on the same slot as the
fiction genre leader 'Diya Aur Baati Hum'
across Hindi GECs and has managed to grow
exponentially. As per TAM, the show's
viewerrship has dropped by 22% since Week
16'14, when Kumkum Bhagya was launched.
ALSO READ: Kumkum Bhagya actress
Shikha Singh shoots for 72 hours
The show was heavily promoted through an
aggressive 360 degree marketing campaign by
the channel from the launch to the wedding
highpoint to ensure traction was growing
week on week. Zee TV's approach was one of
sustained character building in all its
communication across print, on-air and
digital media. A judicious mix of mediums
including high impact outdoors, print and
innovatively crafted, personalized invites
shared through social media on the day of
the wedding created high visibility for the
highpoint. The streamlined promotional
strategy not only attracted eyeballs but also
garnered a lot of word- of-mouth publicity,
thereby creating an enormous pre buzz
around the much touted wedding sequence.
Zee TV Business Head Pradeep Hemjadi says,
"Kumkum Bhagya, with its gripping narrative
and protagonists who have endeared
themselves to viewers in a short span of time,
has strengthened our position in the 9 PM
slot and our performance in weekday
primetime has grown by 30% within barely 6
weeks. Our current fiction line-up is robust
and is only poised to get stronger with our
new launch Jamai Raja - a truly differentiated
concept at 8:30 PM on 4th August."
In stark contrast to a view that it is the bahus
who are supposed to step in and bring
warmth and harmony to a household, Zee
TV's latest primetime offering 'Jamai Raja'
breaks the convention and asks - If bahus
have done it all along, why can't the jamai?
While the son-in-law, without a doubt, is
accorded great importance in Indian culture,
one rarely, if ever, speaks of his
responsibilities towards the wife's side of the
family. But, 'Jamai Raja' begs to differ and has
its male protagonist proactively take on the
task of setting right the discord between his
wife and mother-in-law after marriage and
filling their world with love and happiness!
With an ensemble cast of Achint Kaur, Ravi
Dubey, Apara Mehta and Nia Sharma, the
show's promos are currently creating quite a
stir and the show looks most promising!
WATCH: Kumkum Bhagya popular episode http://m.timesofindia.com/Entertainment/Hindi/TV/News/Kumkum-Bhagya-The-Biggest-Fiction-Launch-of-2014/articleshow/39626099.cms
