Overnights: ‘Meri Durga’ does well in new afternoon slot

Star Plus’ ‘Meri Durga’ may have had a slow start in ratings when it launched in January but the channel’s decision to move it to the afternoon slot seems to be working well, according to exclusive data obtained by BizAsiaLive.com .

In the UK, Star Plus’ ratings were dented when ‘Meri Durga’ was given the 18:30 slot. Prior to the launch of ‘Meri Durga’, the channel’s other show ‘Suhani Si Ek Ladki’ was regularly attracting over 100,000 viewers but ‘Meri Durga’ has struggled to pass the 50,000 mark.

Last week, ‘Meri Durga’ was moved out of primetime to the 12:30 slot. Since its move, ‘Meri Durga’ has been averaging with an audience of over 40,000 viewers – further boosting Star Plus’ daytime output. On Saturday, ‘Meri Durga’ attracted 43,200 viewers – peaking at 51,900 viewers. It was actually, the most watched original show of the afternoon on the channel. ‘Tu Sooraj Mein Saanjh Piyaji’ at 13:00 was second with 34,900 viewers and ‘Iss Pyaar Ko Kya Naam Doon’ at 15:00 fetched 16,600 viewers.

In the UK, ‘Yeh Rishta Kya Kehlata Hai’ was also moved out of its late evening slot of 21:30, to 18:30 but it too has lost viewership with just 7,700 viewers tuning in on Saturday.

Above data is an overnight rating supplied by Attentional – and may change slightly after consolidated figures become available in seven days from BARB.