Last week, Star Plus wrapped its highest delivering property ‘Bidayi’ with ‘Gulaal’ that debuted on November 15, 2010. As interesting as the move is, many have seen it as a risk. The first set of numbers of the show is here.
TAM Media Research data shows that ‘Gulaal’ opened with a 2.87 TVR on Monday, and has stayed in the 2-plus range, with the exception of November 18, 2010, when the episode rating is at 1.85 TVR. An absolute comparison is not fair at present as this is the opening week, but the numbers are modest when compared to ‘Bidayi’.
Anupam Vasudev, EVP Marketing, STAR India, reminded that unlike format shows and other such properties, soaps or serials were “long-term propositions”. In a conversation with exchange4media, he explained, “It is too early to predict anything at this point as the show has only seen two and a half hours of air time yet. We have to give the show at least four weeks before we can gauge anything. It is not a T20 game, where we have to win the match in 20 overs – this is a long term process, and we have a vision of two to three months for the show.”
Even as many eyes are on ‘Gulaal’, and whether Star Plus can repeat the magic, the 9.00 pm itself is witnessing an intense battle.
GEC war at 9 pm
Defying anything that the Ministry of Information & Broadcasting had to say, ‘Bigg Boss’ is continuing at 9.00 pm, and last week, the ‘Bigg Boss’ house hosted Pamela Anderson for three days. ‘Bigg Boss’ that has otherwise been delivering around 3-plus TVRs for its episodes, saw a spike in ratings last week averaging at almost 4.5 TVR for the period that Anderson was on the show. The average, however, would drop if the Monday episode, November 16, 2010, is included.
‘Bigg Boss’ has rated better than ‘Kaun Banega Crorepati’, Sony’s prime 9 pm attraction, despite star anchor Amitabh Bachchan. ‘KBC’ has managed an average of 3.68 TVR in the week.
Despite all the action in the slot, and channels like Colors spending a reported amount of Rs 3 crore for including Pamela Anderson on the show – exchange4media couldn’t independently verify the figure – the one show that had a strong week was ‘Pavitra Rishta’ on Zee TV. The show hit a massive 6.27 TVR, which is one of the best numbers that it has seen so far.
The 9.00 pm war promises to continue, and it is evident that for now, it is not an easy slot to crack.
From ‘Bidayi’ to ‘Gulaal’ – Star Plus bids farewell to one of its key shows