In the past month, both the Commonwealth Games and ‘Bigg Boss - Season 4’ were pretty much omnipresent in the media, albeit for different reasons. While the media focused on the controversies and corruption surrounding the CWG, they were all praise for the promotions for ‘Bigg Boss 4’, which is hosted by Salman Khan.
‘Bigg Boss 4’ debuted the same day of the Games’ opening ceremony – on October 3, 2010. While the opening ceremony started airing at 5.30 pm on DD1 and DD Sports, ‘Bigg Boss 4’ started airing at 9 pm on Colors.
As per the data released by TAM, the opening ceremony of CWG received a TVR of 1.85 on DD1 and 1.43 TVR on DD Sports (C&S 4+, Market - Delhi, Mumbai and Kolkata).
‘Bigg Boss 4’ opened with a rating of 6.01 TVR (C&S 4+, Market - Delhi, Mumbai and Kolkata), the highest ever opening for the reality show. Season 1 of ‘Bigg Boss’ had got a TVR of 3.61 TVR (C&S 4+, Market - Delhi, Mumbai and Kolkata); Season 2 got a TVR of 2.79 (C&S 4+, Market - Delhi, Mumbai and Kolkata); and 5.42 TVR for Season 3 (C&S 4+, Market - Delhi, Mumbai and Kolkata). The first season was telecast on Sony Entertainment and was hosted by Arshad Warsi. The subsequent seasons were telecast on Colors and were hosted by Shilpa Shetty, Amitabh Bachchan, and now Salman Khan.
Commenting on these numbers, Sushma Y Jhaveri, Senior VP, Carat Media India, said that while the ‘Bigg Boss 4’ TVRs were very good, she doubted if one had expected better than these numbers for CWG. “The inaugural night of CWG was not that publicised in terms of content, whereas enough airtime was spent publicising ‘Bigg Boss’ and Salman Khan,” she added.
Similarly, Avinash Pillai, National Buying Head, Mediacom, also felt that the timing for ‘Bigg Boss’ was perfect considering that it had just started airing, and after the success of ‘Dabangg’, audiences would tune in to watch Salman. “The interesting promos also drew in a lot of audience,” he said, adding, “However, the ratings for the episodes where Salman will not be present are bound to be a little lower.”
He also felt that the ratings for CWG were extremely good and that these numbers were significantly higher than the average ratings that the shows on DD got. “A lot of new audience wanted to see the CWG opening ceremony and these people are not the regular audience for DD,” he noted. Supporting that, Pillai added that the C&S audience only minimally tuned into DD (maybe for cricket matches) as they had a plethora of other choices available.
However, he added, the advertisers’ interest in CWG is quite low as they have preferred to stay away from the event due to the negative publicity.