A Twist in the Slot

Agrees Sunil Lulla, executive vice-president, Sony Television, “Certainly the general entertainment channels have been attracting the largest portion of prime time viewing, which has led to a shift in the prime time slot. The new prime time viewing extends from 8.00 pm to 11.00 pm.” Two of the most popular soaps on STAR TV — Kahani Ghar Ghar Ki and Kyunki Saas Bhi Kabhi Bahu Thi — are aired at 10.00 pm and 10.30 pm respectively. Next comes the one-upwomanship between Ramola Sikand and Shaina in Kahin Kissi Roz. A look at the STAR Plus TRPs for the entire 11 markets at the earliest time slot (7.30 pm) on March 24 when Shakalaka Boom Boom is aired, in comparison to Kyunki Saas Bhi, indicates a jump from 3.6 to 14.95.

On ZEE TV, Kittie Party is telecast at 10.00 pm, while the clash of the media titans on Lipstick is slotted at 11.00 pm, with the prime time experience wrapping up around midnight. And you thought late nights were meant for those horror shows and a hint of sleaze! ‘‘I think that channels have cleverly arranged it all — while the afternoons are dedicated to home-makers, prime time begins at 10.00 pm and caters to both working women and home-makers,’’ says Shalini Bharat, professor and head of Units for Family Studies at Tata Institute of Social Sciences (TISS) in Mumbai.

Sony airs Kkusum at 9.00 pm and STAR Plus has Kasautii Zindagi Kay running Monday-Thursday at 8.30 p.m. But daily prime time doesn’t begin or end with these. ‘‘It is now extended at both ends,’’ says Anil Wanvari, CEO of indiantelevision.com. According to latest research data, the largest audience size is available between 10.00 and 11.00 pm. While the metros have a high share of viewership between 10.00 and 11.00 pm, non-metros show high viewership patterns between 9.00 and 10.00 pm.

ZEE TV president Apurva Purohit agrees that the channel’s viewership is not concentrated at any one point in the evening. ‘‘The numbers remain at quite the same level, 8.00 pm to 11.30 pm,’’ she says, adding, ‘‘We position lighter shows and comedies at 8.00 pm and 8.30 pm, followed by emotional family programmes. Then 10.00 pm on, we show slightly more adult content.’’ The daily listings for ZEE, however, reveal that there isn’t such a clear distinction. At 7.30 pm, from Sunday-Wednesday, there’s Piya Ka Ghar, a family drama, with the 8.00 pm band occupied by a new comedy titled Pyaar Zindagi Hai. But not long ago, it was Kammal, again a family soap, in this slot.

TV viewing at night is more of a ‘together viewing’, says Akhila Sivadas of Centre for Advocacy and Research. ‘‘The reason for expanded prime time is that sitting together with the family is getting later. That may be because people are working longer. Also because commuting time has increased due to more traffic. Even someone with a 10-5 job reaches home late,’’ she says.

So, by the time the family settles down in front of the TV, it’s quite late. Add to that more active social lives, more entertainment and eating-out options, and you know why reaching home late is no longer occasional. The money making machine Kaun Banega Crorepati is blamed for ‘‘skewing the prime time viewing habits’’ according to Tarun Katial, senior vice-president of STAR Plus. The channel has programmed its content so that viewers tune in at all times. If Katial has his way, the entire day will be prime time.

This is something that’s already happened, explains Sivadas. ‘‘Early mornings and afternoons are prime time for children, elders, home-makers and those who work in shifts,’’ she says. Sivadas cites the example of a child in West Delhi who has kept a television in front of her bathroom door to watch cartoons while bathing.

‘‘In fact, DD should be given full credit for using the 12.00 to 4.00 pm slot, to air back-to-back serials,’’ she adds. Of course, today channels air soaps even earlier. In fact, studies conducted by the Centre for Advocacy and Research indicate that TV programmes are closely integrated with routine chores.

Entertainment channels aren’t the only ones in the band realignment. Newshour was slotted at 10.00 pm on Star News in its earlier avatar. And though the 9.00 pm bulletin on ZEE News is called Prime Time, the channel telecasts a more comprehensive one-hour daily round-up called Din Bhar an hour later.

Besides changing lifestyles, this repositioning has also been caused by an increase in the availability of quality software. ‘‘There is a lot more variety. Programmers are also cleverer now, and they are tapping into niche audiences,’’ says Wanvari, adding, ‘‘A lot more women are working, and more families are getting nuclear. This has definitely brought in increased late-night viewing. But equally important is the vehemence with which programmes are marketed now, so much so that TV has become as indispensable to our lives as eating.’’ But is anyone watching weight?