Zee TV's "Hitler Didi' to open at 1.6 TVR, with 60% slot growth: Ormax Study

Zee TV's latest fiction offering "Hitler Didi', which launched this week (November 7), is set to have a first-week average TVR of 1.6, according to Ormax Media's predictive model based on their awareness tracking tool Showbuzz. The actual TVR may vary by upto 15%, depending on the actual content of the program.

The predicted opening TVR of "Hitler Didi' is a 60% growth on the current rating of 1.0 TVR for "Shobha Somnath Ki' in the 8pm slot.

The program has scored 15% on Unaided Awareness and 84% on Total Awareness on Showbuzz, amongst female audiences, in the week before its launch. This is the best performance for a Zee TV fiction show on Showbuzz in the last two years. In November 2009, "Yahan Main Ghar-Ghar Kheli' had scored 17% & 78% respectively one week before its launch.

Showbuzz tracks awareness of new programs across six markets. Data over the last two years has been used to create a predictive model for fiction shows. The model predicts the opening week reach of the launches, which can then be used to arrive at indicative TVR, assuming a certain level of content.

The model takes into account the marketing buzz created by the show, the performance of the slot, competitive scenario, overall channel performance, audience flow from one show to the other and the category of the program (fiction/ non-fiction). The error margins have been less than 15% in most predictions done using the model so far.

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