As DD Metro improves presence, HFCL Nine seeks 10-year deal

Twenty weeks since Kerry Packer‘s HFCL Nine Broadcasting launched their serial on Doordashan Metro, the INTAM Television Viewer Ratings (TVRs) reflect that many of Nine Gold‘s serials are increasingly making their presence felt in cable and satellite homes.

Hoping to build on its gains, Nine Broadcasting has pitched for a 10-year contract for DD Metro with Prasar Bharati, the Economic Times reported on Saturday. It remains to be seen how newly installed CEO Anil Baijal responds to the offer. Considering how the profile of DD Metro has improved in this period, it will be an offer he finds difficult to refuse.

The TVRs indicate that Channel 9‘s programmes are scoring over that of DD1 with nearly 26 of its serials among the top 50 in all television homes. Telecast for three hours every day on DD Metro‘s prime time segment between 7.00 PM to 10.00 PM, 14 programmes are among the top 20 with two of its serials - "Superstars" and "Kundali" - sharing the second position with DD1‘s "Jai Hanuman" at 9.4 per cent TVR. In all non C&S homes DD1‘s "Suraag" leads with 27 per cent TVR followed by "Kundali" at 23 per cent.

Nine Broadcasting‘s five soaps figure among the top 50 in Ahmedabad (all C&S homes), with "Chonch Ladi Re Chonch" aired on Sundays at 8.33 PM with 8.9 TVRs while Star Plus‘s family soap "Kyunki Saas Bhi Kabhi Bahu Thi" tops the chart at 21 per cent (Wed 10.32 PM).

Nine Broadcasting has paid Rs 1.21 million for the three hours of air-time on DD Metro.