Ratings are the name of the game for television networks. Star has maintained its numero uno position for three years and Sony, the distant second. Star’s supremacy is due to serials from the Balaji stable, and even Sony has most winners from this content provider. With all criticisms about mundane saas bahu themes, it’s worth seeing how the ‘K’ factor performed in 2003.
Let’s look at some of Star-Balaji serials that have strongly affected TV viewing in 2003.
The shining Star(s) of television
Kyunki Saas Bhi Kabhi Bahu Thi is the serial that started it all. Staying on top is not easy, but Kyunki managed it just the same. One look at the figures and it is obvious that the serial stayed right were it was at the beginning of the year. With a 14.25 TRP on January 1, 2003, it garnered as much as 15.52 on December 11. The first half of the year was not as good as the second. May to June period saw ratings climb from 11.1 on May 29 to 19.76 on July 16. Post this, the show maintained its yearly average of 14.83.
Kahaani Ghar Ghar Ki is Kyunki’s biggest competitor. The ratings of both the serials don’t differ much. If the yearly average of the prime time TRPs till December 11 are considered, Kahaani gets beaten only by 0.27 points, generating an average of 14.56. Kahaani was placed in the future mode in September. The effect of the change in programming did not garner it more TVRs but did help in retaining audience.
Kasautii Zindagi Kay too does a good job of holding its ground. The programme generated a yearly average of 13.72 points. What is encouraging in Kasautii’s case is that its graph is a progressive one. The year began with 11.98 points and ended with 15.03. It recorded a good pace of growth in the first quarter. The serial did see a few heavy dip points from November 6 to December 4 where it recorded points like 8.33 and 10.22 but it always managed to bounce back and maintain the yearly average.
Kahiin Kissi Roz proved to be one of the more interesting serials despite recording an average yearly TRP of 6.32. It was one serial where Balaji and Star took chances and looking at the figures, the risk paid off. The average of the programme till September 7 was 6.94, and after that it was 4.81. Given that the show is placed at 11.30 p.m. in the latter period indicates that it has managed a loyal audience. The decline of the graph in the period since September hence actually marks a success than failure. The attempt of putting Kahiin in a reincarnation mode in December will help the channel retain audience rather than generate new ones.
Kahiin Tho Hoga
is the latest to join Star on September 7 2003. The show has maintained an average of 9.16 points. From the looks of it, it is a promising one. Kahiin Tho Hoga began with an excellent viewerbase given the success of Kahiin Kissi Roz. However, the increase in the graph in the later stages of the year indicates that the programme managed to retain the audience on the basis of its own offering. This graph too is a progressive one.
Balaji’s content has undoubtedly worked, and worked well for Star. If the push of prime time till 12 midnight is an achievement, it is divided between both entities. Balaji is also responsible for the healthy TRPs that Sony garnered. For most of 2003, Sony pushed Kkussum as its channel driver until Jassi took control. Two of Sony’s strong shows that delivered are from Balaji.
Some sellers on Sony
Kkusum, the ‘aam ladki ki khaas kahaani’ kept Sony on a good position. In 2003, Kkusum’s graph saw huge swerves. It maintained an average of 3.26 points in the year, which until Jassi is a good recording for the channel. However, in comparison to its earlier performance, this indicates a fall in Kkussum viewership. To rectify this, Balaji and Sony changed the serial substantially, putting it in the fast forward mode since December 16. How this pays off is yet a question mark.
Kya Haadsa Kya Haqeeqat
is a thriller that has constantly delivered for Sony. Aired on weekends, it rendered some amount of strength that the channel desired in its weekend programming. The serial’s graph becomes a progressive one in the second quarter of the year. Post that, it has managed to maintain an average. In the later half of September, Sony added Kya on weekdays as well, that is Tuesday to Thursday at 10 p.m. This time slot garnered an average of 1.02 unlike the 3.49 average that it had maintained in the weekend slots.
Though not as rocking as Star, Balaji has done well on these counts. However, there are deals that soured as well. Here are the ones that were not strong enough to fight the ratings war…
Not all of us are fighters
Sahara's Kahi Tho Milenge yielded considerable expectations. However, the 8 p.m. placed serial stopped mid July. And in this much time garnered a yearly average of 0.24. As compared to the other Sahara ratings, these cannot be called discouraging. However given Balaji’s high flying track record, this serial was bad landing.
Sony’s Kahaani Terri Merri
was another disappointment of the year. Due to the expectations, it opened to figures of 2.72 and 2.76 in January 2003. However, the decline in the graph was very strong. The serial did not manage a TVR higher than 0.89 in the second half. This one was not just bad but definitely crash landing.
The other serials that also did not manage to sustain were Sony’s Kutumb and Kuch Jhuki si Palkein. Averaging below 1 again, these serials were taken off air.
Zee’s Kammal joins the list of desolate failures. The show looked good and it did not appear that there was any compromise on production here. However, the content apparently was not strong enough to tear the audience away from the other 8 p.m. placed shows.
More in 2004
Balaji had gone in the background for a while in context to new shows. After a year and half break the content provider came up with four new offerings, all placed on different channels. Kayaamat on DD already has reached the top ten mark, raising a lot of expectations from the show.
Kkoi Dil Mein Hai, which made its debut on December 26, is also expected to strengthen Sony’s position cashing on the ‘Jassi success’. With the changes in Kkussum, the results will be interesting to watch. A point that comes to mind when it’s Balaji is that, while it is easy to reach the top, it is difficult to stay there. With other content providers proving their mettle, 2004 is going to be quite a fight for Balaji.
(Data source: TAM Media Research calculated on the TG CS 4+, Hindi-speaking market for prime time for time period January 1, 2003 to December 15, 2003)