The industry has been waiting anxiously to know what the ‘Shah Rukh Khan magic’ delivered for KBC 3 and STAR. Data from TAM Media Research, the industry’s official ratings standard, is out and it has some encouraging numbers to show for KBC 3.
It must be noted that a direct comparison to the numbers last year would not be correct as TAM has expanded markets beginning January 2007.
Looking at numbers now, the 9.00 PM 10.00 PM day-part from Monday to Thursday has grown for Hindi general entertainment channels (GEC). From a share of 45 per cent in week 3, the share in week 4 was 57.95 per cent. In the three Hindi metros, the number has grown from 32.11 per cent to 48.41 per cent.
For STAR Plus, the relative share of the channel was 37.7 in week 3 for HSM and this has increased to 60 per cent in the KBC week. In the three metros, the jump is from 33.7 per cent to 62.7 per cent.
In the HSM, KBC-SRK opened at a TRP of 12.33 on January 22, 2007. It came down to 10.44 on the second day and further down to 7.36 in episode three, but the final episode of the week picked up again to throw up a TRP of 9.24. Looking at the Hindi metros now, the opening TRP was 11.26, which moved to 9.1, 6.03 and then to 7.65 on the final day of the week.
It may also be noted that KBC 2 had opened to a TRP of 19.75, which dropped to 15.07 on day two and to 10.33 on day three. In the Hindi metros, the numbers are 18.52, 14.92 and 10.27. KBC 1 in 2000 opened to a TRP of 10.59 in the Hindi metros.