Channels guard their wicket with new shows

General entertainment channels are beefing up their content line-up and investing in ground activities to retain eyeballs, many of which may move away now that the Indian Premium League has started. During the two previous seasons of the tournament, GEC viewership dropped 10 to 30 per cent in the period between eight and 11 in the evening, when many matches were played (see chart).

This time, GECs have lined up 12 new shows this month to guard their wicket.

There is some sibling rivalry as well. Sony Entertainment Television, or SET, part of the same group as IPL broadcaster SET Max, is targeting women, who may not be too interested in cricket. "We will reach out to housewives and young females in an initiative called Sony Ka Aangan. We will organise community jaagrans and melaas to attract the local female population and there will be activities like mehendi, astrology, sale of imitation jewellry, pickles and clothes," said SET Vice-President, Marketing, Danish Khan. The plan is to get 50,000 ladies to participate in events and show them SET's new soap, Godh Bharaai.

The cost per contact, or the cost of reaching out to a consumer, would be similar to that of a television advertisement campaign. SET started the pilot on Friday in Jogeshwari, Mumbai, where 650 women turned up, and in Delhi's Ambedkar Nagar, where 1,100 came.

Rival STAR India thinks the best way to combat IPL is through Bollywood. "We will host six events on six Sundays with the who's who of Bollywood performing. There will also be Aamir Khan, who has not performed on stage in a decade," said Kevin Vaz, executive vice-president, advertising and sales. On Saturdays, STAR will show relatively new releases like Paa, Runn, Wanted, Alaadin, etc. It has planned three new soaps, too, for weekdays.

Imagine TV, earlier called NDTV Imagine, has two new shows in March on themes like education for the girl child, and others targeted at women.

Colors is trying to safeguard its viewership by joining hands with IPL to launch a series of entertainment initiatives, such as, a music competition to be held in cricket stadiums.