Non-fiction programming –reality or format – has always been Sony’s forte, and more often than not, it has worked for the channel better than fiction shows. However, the danger of depending on reality shows is the expiry date that comes with the format, besides the obvious heavy production and marketing costs. Which is why, after the exit of ‘Kaun Banega Crorepati 4’, the channel knew it had to line up something engaging for its audiences.
‘Jhalak Dikkhla Jaa’, with all the ingredients of a successful dance-reality show in place, was launched with huge aplomb. From the first week itself, Sony’s efforts for its primetime property ‘Jhalak Dikhhla Jaa’ is paying off and has allowed the channel to remain rooted at the No. 3 spot in the Hindi general entertainment genre for the second consecutive week.
The ‘Jhalak Dikhhla Jaa’ curtainraiser episode on Sunday rated 4.1 TVR. The first episode delivered a TVR of 5.6, but the second episode dropped slightly to be at 5.3 TVR. Ajit Thakur, EVP & Business Head, Sony Entertainment Television, explained, “The channel is gaining momentum and that is reflecting in our shows. The combined opening number of ‘Jhalak Dikhhla Jaa’ is 5.4 TVR, which is one of the highest opening numbers for any reality show in the year.”
Apart from the push given by ‘Jhalak…’, the channel is also thrilled about its fiction shows grabbing eyeballs and gaining popularity. Thakur also pointed out that in all six shows had grown on the channel in the week gone.
Two such instances are ‘Krishnaben Khakrawala’ and ‘Adaalat’. While the first is a comedy show, the second is a legal drama that caters to the fiction loving audiences of Sony. Thakur explained, “For a new show, ‘Adaalat’ is doing exceedingly well, and I do believe that Ronit Roy has fit in this character very well. It is working for the show. We are happy with the way the fiction shows are also growing, especially given the fact that in the last one year, we have not seen fiction shows rate this well.”
‘Adaalat’s special episode rated 2.7 TVR, while both ‘Saans Bina Sasural’ and ‘Krishnaben Khakrawala’ have given the channel TVRs of 1 plus, which is the highest that the channel’s fiction shows have gained in sometime now. In addition, the regular fare of ‘CID’ has played its role too, while ‘Comedy Circus’ recorded a 3-plus TRP in its finale.
For the record, Colors and Star Plus seem to dominate the scene in the top ten show list. ‘Saathiya Saath Nibhana’ on Star Plus has emerged as this week’s top show with a 6.14 TVR, displacing last week’s ‘Pavitra Rishta’ that pulled a rating of 5.15 TVR on Zee TV as per TAM Media Research data for week 51(C&S, 4+, HSM Metros). Besides that, Star Plus has a total of four shows in the top ten this week (‘Sasural Genda Phool’, ‘Pratigya’ and ‘Tere Liye’), which have all scored ratings of 5 plus. ‘Jhalak…’ is the No. 3 show, ‘Na Aana Is Des Laado’ on Colors is at No. 4, while ‘Pratigya’ on Zee TV has slipped to No. 5.
Meanwhile, Zee TV is gearing up for the launch of ‘Dance India Dance’, as a clear offering to match ‘Jhalak…’. The show is scheduled to launch on December 31, 2010. For Zee TV, fiction shows, which are dubbed the ‘bread and butter’ for Hindi GECs, have been the driving the channel’s ratings. Whether or not ‘Jhalak…’ will continue to deliver and let Sony hold on to being among the top three Hindi GECs, time will tell.