Photo credit – Business today
The nationwide lockdown amid covid-19 pandemic has emerged as a blessing in disguise and boon for Doordarshan tv networks. The nationwide lockdown has witnessed a new surge in trp for Doordarshan, and the channel has broken all the records in the world to become most-watched tv programmes broadcaster channel. India’s official broadcaster Doordarshan has taken people on a nostalgic journey during the Coronavirus lockdown. It has revisited us its collective past with the rerun of the iconic show from the 80s and 90s.
Back then, the world was slow, entertainment options were limited, and recess meant mostly a family gathering in front of TV sets. Doordarshan was an integral part of Indian life. Be it news, learn or entertain — it was the only source. The tide changed with the advent of satellite television in the mid-90s, and the explosive development of private television channels that ensued. Nearly three decades on, DD is exploring its time in the sun.
The retelecast of Ramayana has helped Doordarshan in gaining new life.
From very famous adaptations of epics like Ramayana and Mahabharata to other mythological shows like Srikrishna, North Ramayana, Vishnu Purana and Chanakya, everyone has gone out to entertain millions of people locked inside the house. Not only has Doordarshan succeeded in getting record viewership over the past few weeks, but it has also generated massive online chatter ranging from memes and video grabs to nostalgia posts from viewers. In the first week of the telecast of Ramayana, the Doordarshan received 42.6 billion tune-ins and averaged 6.9 billion viewing minutes, according to the body which keeps eye on content and viewership that is Nielsen and the Broadcast Audience Research Council (BARC). DD National also became the most-watched channel in India for the week ending April 3. Since then, Doordarshan’s leadership position among Hindi General Entertainment Channels (GEC), which accounts for the lion’s share of tv viewership in India, continues unabated. chauhansameer.com source collected this data over tv viewership.
Doordarshan and Ramayana TRP records.
According to BARC-Nielsen, the HINDI GEC has seen an all-time high of 8.5 billion impressions in the past three weeks. Doordarshan has seen a massive jump of 40,000 per cent in viewership since the start of The Ramayan. Ramayana viewership is competing with famous Indian premier league of cricket (IPL), which is one of the most-watched and trendsetter telecast on TV and OTT platforms in India. On April 17, Prasar Bharati (the parent body of DD and All India Radio) tweeted and announced that Ramayana is the most-watched entertainment programme globally, recording a viewership of 77 million.
The legendary show has been watched by a record 353 billion viewers for an astonishing 109 billion minutes so far. Many of these shows are also being telecast in non-primetime slots. There has been a whopping 79 per cent increase in non-primetime viewing since lockdown. As a result, advertisers come to national television again. Since April 1, Ramayana and Mahabharata recorded 14X and 12X jumps respectively in advertiser counts. Most FMCG companies in advertisers advertise essential commodities, central and state governments release COVID-19 awareness ads, and some pharma and insurance firms focus on health-related topics.
Some old tv shows like shaktiman and Indian mythology have blessed the channel with new life. The viewership for Ramayana have already broked all records wheres other shows like Mahabharat and shaktiman is not far behind. We can hope that this new life of Doordarshan can induce their core team in future to come up with some more creatives and programmes to keep us entertained in the coming future as well. We the team of chauhnasameer.com congratulate and wish them all the very best for the future. This lockdown would have been very tough to bare without shows like Ramayana and Mahabharata. Families have come together once again before the television to watch something historical, enlightening and inspiring for young kids as well.