With the growing fragmentation amongst audiences, the concept of channel loyalty is now becoming a thing of the past and has been replaced by programme-based loyalty. Analysts say, barring a few niche genres, TV viewing is driven by loyalty to programmes and not channels.
Therefore, once a programme is well established, channels tend to leverage them to build other programmes by promoting the new programme on the platform of the already popular programme. For example, MTV Roadies 5.0, which has been one of the prime properties of the channel, got over recently. When the show was in full-swing, the channel launched various other programmes around Roadies like making of the show, special vignettes and so on, to keep the viewers? loyalty intact. Splitsvilla, MTV?s newly launched show , has two of the main protagonists from Roadies. Yet another example is the launch of Dus Ka Dum after the Indian Premier League matches on Sony.
The trend is common in general entertainment channels. It is difficult for most channels, especially the new ones, to have too many popular programmes as they need very high investments. So they try to have one or two ?channel drivers? or ?tent pole programming? first. At one point in time, Star One positioned itself as a comedy channel. The core of the channel remains the same but only a few programmes have been successful in getting the limelight, like The Great Indian Laughter Challenge .
?Basically, have one or two big show programmes which will drive viewership for the programme, and hence the channel?, said CD Mitra, president Mudra MAX.
Channels also create and promote a new programme in the immediate time band after the popular programme like Saas Bhi Kabhi Bahu Thi right after Kaun Banega Crorepati on Star Plus.
Added Mitra, ?Carrying over characters from Roadies to Splitsvilla is a move in the same direction?. It is to leverage the platform and loyalty rub-off of a popular program to help build another program on the same channel.