Govinda’s Jeeto Chhapad Phad Ke on Sony Entertainment Television has crashed through the roof. KBC’s ratings are dipping by the week and so is its clone on Sun TV called Kodeeswaran. SAB TV’s Shekhar Suman show Jab Khelo, Sab Khelo was pulled off the air two weeks ago.
With the game shows declining in popularity, the family dramas are back in demand. Zee TV’s old shows have pushed the channel, which had slipped to third place behind, Star Plus and Sony, back in the reckoning at No 2 spot, ahead of Sony.
In the last four weeks for which viewership results are available — from February 26 to March 25 — the three leading, long-running Zee TV programmes, Koshish, Mehndi Tere Naam Ki and Amanat, were constantly in the Top 10 list.
They trailed just behind the Star Plus Top three shows — Kyunki Saas Bhi Kabhi Bahu Thi, Ghar Ghar Ki Kahani and KBC — averaging TVRs between 5.5 to 4.5 per cent (Intam-All City — C&S homes).
In contrast, Sony’s only constant performer was the soap Heena with an average TVR of 4.4.
Zee’s strategy of shifting its main shows back to their original slots of 8.30 pm rather than continuing to pit them against KBC seems to have worked.
Meanwhile, Sony’s Chappad Phad Ke, which had a good start on January 26 and showed promise, has not held its initial audiences and has been falling by the week.
Intam’s All City figures (Cable and Satellite Homes) shows JCPK at No 10 spot for the week February 26 to March 4 with a TVR (television viewership rating) of 3.7 per cent. Thereafter, JCPK fell to No.16 with a TVR of 3.2 for the week March 5 to March 11, then to No 23 with a TVR of 2.6 and finally in the last week for which data is available (March 19 to 25) to a low of 2.1 at No 40 on the list of top-rated shows.
For the Amitabh Bachchan-hosted KBC, the audience erosion, compared to Sony’s JCPK is much slower. The show is still doing well, but the ratings clearly show a downward trend. For the four weeks from February 26 to March 25, KBC’s week-to-week (Intam-All City-C&S) TVRs were 6.3, 6.7, 6.0, and 5.2, respectively.
In the list of all-India, top-rated shows, KBC is still doing well and continued through most of the month under review at No.3 slot behind other Star Plus shows — Kyunki Saas... and Ghar Ghar ki Kahani except in the week March 19-25 when the India-Australia cricket match pipped it to No 4.
However, alarmed by the continuing erosion of audiences, STAR has launched an advertising blitz for KBC calling audiences for a 9.00 pm appointment in front of the idiot box!
To win back eyeballs, Star is also starting Junior KBC and other variations from May like husband-wife couples and grandfather-grandchild pairs being quizzed by the Big-B.
The questions for the shows featuring kids are likely to be tougher. With all the new razzle-dazzle, STAR is hoping to get KBC to bounce back on the charts.
Because of falling TVRs, game show ad rates too have taken a beating. From a high of Rs 4 lakh for 10 second spots, KBC air time is currently selling in the Rs 1.2 lakh-to-1.6 lakh range, disclosed Madan Modhan Mohapatra, group head of Starcom.