'Parichay' on Colors to open at a TVR of 2.8, predicts Ormax Media

The new fiction show on Colors "Parichay', which launches tonight (Aug 9), is set to open at a first- week average TVR of 2.8, according to Ormax Media's predictive model based on their awareness tracking tool Showbuzz. Depending on the content quality, the TVR can be 10-15% higher on either side.

This predicted opening TVR of "Parichay' is a 65% growth on the current rating of 1.7 TVR for "Mukti Bandhan' in the 9.30pm slot. Speaking on this, Shailesh Kapoor, CEO ' Ormax Media says, "Parichay has definitely benefited from the equity of its lead star, Sameer Soni. In the last two months, we have also seen how Ram Kapoor and Sakhshi Tanwar have managed to create an impression with Bade Achhe Lagte Hain. It seems that we are witnessing the revival of the concept of "superstars' on the small screen."

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.