MUMBAI: Marathi general entertainment channel Star Pravah has been on a hot streak lately. The channel, which was launched in 2008 by Star Entertainment Media, has been leading the pack for the past six weeks as per BARC India ratings and has now raced past rivals, including Zee Marathi, to clinch the title of most viewed Marathi GEC, that too by a yawning gap.
While regional GECs have witnessed a sharp rise in viewership amid the Covid2019 pandemic, Star Pravah has managed to consistently engage more Maharashtrian viewers than its competitors over the last six weeks. According to BARC, the channel has registered 354112 impressions in million, a notch higher when compared to other Marathi GEC channels. In week 43, the channel clocked 10, 6 watch times in a billion minutes. What is the winning formula behind the channel’s recent string of successes, we wondered.
Star Pravah credits its line-up of popular shows like Aai Kuthe Kay Karte, Rang Maza Vegla, Phulala Sugandha Maticha, and Sukh Mhanje Nakki Kay Asta. Four of its serials have featured in the top five in the last five weeks. In the non-fiction genre, Me Honar Superstar has consistently bagged the honour of best singing reality show in Marathi GEC for the last two years.
. Star#ComedyBimedy #15November #StarPravah pic.twitter.com/kvG7OPkQ3V
— Star Pravah (@StarPravah) November 6, 2020
Source : BARC, Mah/Goa U+R, All NCCS 2+, (All Days | 24 hrs)
Source: BARC, Mah/Goa U+R, All NCCS 2+, 24 hrs
Be it a story centered around relatable people or a hard-hitting narrative on breaking social stigmas, the channel ensures it has something that caters to everyone’s tastes, said Star India regional entertainment CEO Kevin Vaz. “Star Pravah has always strived to provide an eclectic mix of entertaining content to Marathi-speaking viewers. Every show we have launched in the past year is based on deep-rooted consumer insights.”
Recently, the channel has introduced programs which offer entertainment cutting across genres to viewers. These includes Comedy Bimedy, a laugh riot for the family, Jai Deva Shree Ganesha, an 11-part mythological show based on Lord Ganesha’s most popular stories, and Jyotiba, a mythological show revolving around one of the most revered gods in the regions of Kolhapur, Sangli, and Satara in Maharashtra.
Vaz further highlighted that a year back (Week 39-42’19) Star Pravah had 16 hours of original programming per week. With the determination to provide more original content, the channel has upped it to 26 hours per week. Extensive programming line-up has also helped Star Pravah to retain the top spot.
Star Pravah has partnered with leading production houses for different shows. Rajan Shahi’s Director Cut is producing Aai Kuthe Kay Karte. The story revolves around Arundhati, a caregiver for her family, whose kids start taking her for granted as they grow older and independent. The show deeply resonates with homemakers who face a similar attitude within their own household.
Rang Majha Vegala produced by Right Click Media Solutions is about breaking the colour bias, inspired by a social experiment which revealed that during matchmaking, 50 per cent of the time girls are rejected on the basis of their skin colour. The show’s plot focuses on a dark-skinned girl finding her true love.
Phulala Sugandh Maticha created by Shashi Sumeet Productions is the story of Kirti, who with the help of her husband aspires to build a career for herself post marriage.
Panorama Entertainment’s Mulgi Zali Ho deals with the social evil of female foeticide. Maharashtra is in the top three states with the lowest female sex ratio when it comes to the second child. Mulgi Zali Ho is about one such unwanted daughter and her journey to gain acceptance from her father.
In terms of advertising, Star Pravah has a healthy mix of both national and regional advertisers. Vaz concluded, “In fact, with the recent increase in the ratings, we are seeing an upsurge in demand for the channel not only from existing brands but also from new brands who had not advertised with us before, both at a national and regional level.”
