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television
Writer: Rummana Ahmed - Saturday, Nov 27,2004 8:31 AM
MTV Roadies 2 rocks with better ratings

With challenges, adventure, dust and grime, new associations, hilarity, teardrops and lots of excitement, MTV Roadies 2 is back again. At the current stage of the show, Harshal, Neha, Ayushman, Candy, Tabish, Astha and Varun are the roadies who managed to hold on till the end.

MTV Roadies 2 not only got a better opening than MTV Roadies 1, it consistently did well. According to TAM Peoplemeter System, while the former in the starting week had a TVR of 0.14 for target group CS 15-24 in six metros, the latter has 0.32.

Roadies 1 had seen a dip in the TVR closing at 0.10. Nikhil Alva, CEO, Miditech, explains, “One of the primary reasons for better viewership of Roadies 2 is that it has appointment viewing with a fixed time slot for two days of the week”. Miditech has produced both the Roadies for MTV.

Niret Alva, President, Miditech, adds, “Roadies 1 was in English while Roadies 2 is in Hindi, which certainly adds to a larger audience acceptance. Also this time the pay off is greater.” There is a prize for the most popular roadie and the one voted as the most popular roadie will walk away with a prize money of Rs 5 lakh.

MTV Roadies 2 started with a TVR of 0.32 and the closing TVR was 0.45. The success lies in the treatment of Roadies 2, which is quite different and not a repetition of the earlier one. Nikhil says, “Reality television is built on the life of the characters; every season is different because the character of the roadies shapes the show. Last time there was a greater focus on activity while this time it is on relationships and emotions, which works better with the audience.”

Speaking on whether the success of Roadies 2 will soon see a season three, Niret says, “There are lots of possibilities for Roadies 3, the treatment will however depend on the channel brief and how ambitiously the show is pitched”.

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