IPL series don’t bother the TV producers with viewership threats anymore . Here's why

Had it been 2010 or 2012, TV shows like Yeh Moh Moh Ke Dhaage, Jaat Ki Jugni, Tu Sooraj Main Saanjh, Piyaji, Nach Baliye 8 would have never dared to open their seasons in mid April. No the high level of mercury or power cuts isn’t the reason for it. These shows had one common competition – the Indian Premiere League (IPL). Move to 2017, things are quite under control. Even as the IPL series has just kicked off with loaded excitements, new shows are coming up almost every week.

In fact the change started reflecting since 2013, much to the relief of the TV producers. While the average TVR rating was 4.64 in 2012, it went down to 3.8 in 2013. In 2016, TVR of IPL series was around 3.5.

While IPL is one of the biggest events in small screens in India, new strategies General Entertainment Channel (GEC) have ensured TV soaps are not affected.

Here’s how it is done:

Repeat telecasts
The afternoon telecast of most popular TV series is a popular strategy to make sure viewers can watch it at the slots of their choice. Channels like Sab TV telecasts popular shows like Tarak Mehta Ka Ulta Chasma almost every alternate hour.

Afternoon telecasts
The afternoons are a perfect time for homemakers who love keeping themselves entertained in the afternoons. So houses with single television set hogs onto IPL in the evening and daily soaps during afternoons.

“We are launching new content in afternoon slot with varied storylines and different backgrounds that will strike a chord with viewers in that time-band around IPL so that new shows cater to right audience at right time band," Gaurav Banerjee, president and head of content studio of a leading Hindi GEC told The Times of India.

Apps help too
It is a common argument in a middle class Indian household as in which show to watch. While homemaker mothers prefer TV soaps, father wants to watch news and children want sports or movies. At such a juncture, the smartphone penetration in India has saved the GECs. With apps like Hotstar streaming the IPL matches live, most youngsters prefer not to bother their mothers and instead stick to mobiles.

(Image: India Times)