Innovative programming did the trick for Suvarna post-Kotyadhipathi

21 Dec,2012

By Tuhina Anand

 

Kannadada Kotyadhipathi is gearing up for its second avatar on Suvarna, the Kannada General Entertainment Channel from Star Network. The channel plans to launch the show in March of 2013 with the host of its previous year Kannada superstar Puneeth Rajkumar. For the channel, Kotyadhipathi has been a big property which has propelled the channel to be a leader in the prime time category thus giving Udaya (the undisputed leader for long) much to worry.

 

Post Kotyadhipathi, the channel revamped its prime time offering with new shows. It launched Amrutavarshini at the 9:30 pm  slot which Suvarna puts it as the number 1 show of Karnataka with an average TVR of 6.0 (CS4+, Karnataka market). In the 8:00 pm slot it launched Akashadeepa, Chukki at 10:00 pm and Pancharangi Pom Pom at 10.30 pm and all the shows are slot leaders.

 

Anup Chandrasekharan – Business Head of Suvarna Channel, said, “For this year we had a conscious strategy to strengthen our fiction offering and the response for our newly launched fiction shows has been exceptional. We have firmly established ourselves as a family entertainment channel.”

 

He elaborated, “In the year 2012, the channel conquered the key genres including Kannadada Kotyadhipathi which is the leading non-fiction show of the year, Amrutavarshini as the leading fiction show of Karnataka and Hudugaru our premier movie was the highest rated movie of the year.”

 

While the current season of KBC in Hindi has generated a lukewarm response, there has been no such concern for its Kannada counterpart. The channel has witnessed repeat interest from its advertisers.

 

Anil Narang – Head Marketing & Strategy, Suvarna, commented, “We are very confident about the success of the show. Hindi is a different market and that cannot be compared to Karnataka. Also we are in the second season of the show unlike Hindi which is in its 6th Season. Moreover, we have not made any changes in the telecast schedule like Hindi where they have made it a weekend show.”

 

Mr Narang said that for Kotyadhipathi, there is big expectation from both audience and advertisers. In fact this year it is learnt that the client is coming with a premium.

 

“Having been able to prove its success to both the trade and audience, in its second inning the Kotyadhipathi is seeing interest from all brands associated in its first time to come back,” Chandrasekharan added.

 

The claim is that post Kotyadhipathi, the market share of the brands associated grew. In fact,  Sunfeast which had limited itself to computer branding is now the title sponsor for season 2.

 

The show has been the number one show in Karnataka and has generated revenues in excess of Rs 35-40 crore. The plan for this year is to have revenue generated in the vicinity of Rs 40-45 crore.

 

The numbers shared by Suvarna points that 11.3 million people has consumed the show making it biggest in Karnataka. Chandrasekharan, said, “Kannadada Kotyadhipathi had made Suvarna the No.1 channel in Week day Prime time, this show also led to increase in sampling of Amrutavarshini which we launched immediately after KK at 21:30. KK  brought in new viewers not only to Suvarna but also to Kannada General Entertainment. We are very happy with the response for season 1 and the on ground buzz for season 2 is exceptional.”

 

For this year again the premise will be that the show will continue to change peoples’ lives. The channel will bank on emotional connect just like last year but the change this year will be that each week the focus will be on one district of Karnataka showcasing its rich culture and tradition. The tagline for this season of Kotyadhipathi is “Questions that can change your life”

 

Here’s a look at Kotyadhipathi Season 1 numbers

 

  • On an average has been the No# 1 show of Karnataka since its launch
  • Has an average TVR of 5.5 (CS 4+, Karnataka Market)
  • Has a cume reach of 11.3 million people
  • 81% of the Karnataka Television audience has seen the show
  • Has a slot share of 43%
  • Maximum weekly avg rating is 7.1 (CS 4+, Karnataka Market)

 

The auditions this year has seen more than 50 percent increase than the last year for calls for registrations. The show which will run for 20 weeks will see spend close to 4-5 crore on marketing.
While KBC may have not done much for other regional channels but surely it has helped Suvarna. Their smart and consistent programming strategy has helped the channel continue the rise in numbers post KBC thus able to sustain the high wave. Udaya TV which has been traditionally leader has seen much change in in numbers especially during KBC period. With KBC 2, Suvarna hopes to further consolidate its position and if the focus on programming continues especially because of Star Network’s strength the numbers will become more consistent and Suvarna can be ahead of Udaya TV. But content is the key to this success.

 

Expert Talk

Karthik Lakshminarayan

Karthik Lakshminarayan, COO, Crest- Madison Media
Suvarna is the leading channel in Karnataka and is propelled by KBC alone. The channel did well in terms of numbers during the time of KBC (see data).

Their programming strategy is sound as of date and if executed well should see them emerge as clear leaders. The channel has taken the step in trying different things and this approach of being different while being risky is a sign of a leader and it should help differentiate them from the others.

 

 

 

 

 

 

 

 

Anilkumar Sathiraju

Anilkumar Sathiraju, AVP and Head South, DDB Mudra Group

Suvarna has been doing well over the last few months. Yes KBC has done the trick for them, not only that, few serials are also doing quite well. Among female audiences for one of our brands, Suvarna ranks at No.2 which is good. With better programming am sure Suvarna will reach the number one position.

 

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