Earlier this year, Colors had announced an alliance with Board of Control for Cricket in India (BCCI), under which it was to launch four IPL-related properties —dance and music reality show ‘IPL Rockstar’, ‘IPL Awards Night’, ‘IPL Parties on MTV’ and ‘IPL Khatron Ke Khiladi (KKK)’. IPL KKK would have seen cricketers contesting in the show, and actor Priyanka Chopra was roped in as the host in place of actor Akshay Kumar.
Things however did not go as planned as the channel got involved in a battle with the BCCI and the channel had to rework its KKK plans. With Chopra as the anchor, the channel roped in celebrities including the likes of Rahul Dev, Milind Soman and Rahul Bose amongst others.
Colors marketing prowess, and the curiosity factor of male contestants and Priyanka Chopra as the host, reflected in the first week of the show. Even as ratings saw a decline second episode onwards, the debut episode of 5.49 TVR (C&S 4+, HSM, TAM Media Research) allowed the weekly average TVR of the first week to be 4.36 per cent. However, in the following week, the weekly average TVR came down to 2.72 per cent. The third week average was also 2.72 per cent.
Why the Drop?
Natasha Kapoor, Media Purchases Director, Mediacom India observed that the show was promoted aggressively and created enough hype that led to the initial draw of viewers. She was quick to add that Priyanka Chopra was not as dynamic as Akshay Kumar as a host. “She is very docile,” said Kapoor.
She added, “It is a given that men are stronger physically, and hence there is no surprise element if they complete a tough task whereas in the previous season, the main contestants were women and the audience found it interesting to watch women perform difficult stunts.”
For Kapoor, these ratings are “fairly decent” but “below expectations”.
On the other hand, Dinesh Vyas, Head - Team Reliance, MEC India pointed out that while the absolute rating for the show may be declining due to fragmentation, the reach would almost be the same as the television universe size is expanding. He said, “It is almost a given that the first season of any show would get higher numbers than consecutive seasons but the contestants did not cut through with the masses and that the channel wanted to get a bit of glamour quotient on the show, hence they roped in Priyanka Chopra as the host. That would also impact the ratings”
Vyas however warned that cricketers on the show may not have impacted ratings. “People like to watch cricketers doing what they do the best, which is playing cricket. We don’t know whether viewers would have liked them in a show like this.”
KKK 3 on a good start, but media planners split between Priyanka and Akshay