As is the case with just about everything King Khan does, KBC has also opened to mixed reactions. The thing, however, to note, according to media experts, was that everyone had a reaction. STAR India has managed to generate enough interest around its top show. aMap has thrown a big opening for KBC-SRK and even as this has no reflection of what can be expected from TAM Media Research numbers, it mirrors the high expectations that the industry has from KBC-SRK.
Looking at some aMap numbers, in NWE India, KBC opened with a market share of 24.36 per cent. This is a much larger share than what STAR Plus had been getting in the previous Mondays of 2007 that was of 12.4 per cent. The number of people reached in NWE India by KBC were 9.16 million. On an all-India level, 10.29 million people were reached. If we were also to look at STAR Vijay, then 11.3 million people were reached on an all-India level.
The programme duration was 48 minutes and 30 seconds, the programme rating was 5.77 and the break rating was 4.33. There were 18 companies advertised and 20 brands advertised. The show had eight promos and the highest rated ad was MotoPhone.
Industry experts speak more on the show. Nandini Dias, Vice-President, Lodestar Universal, said, “I think SRK has done a great job. He has brought youthfulness to the show and that has translated well on the screen. If you compared him with the first episodes that Amitabh Bachchan anchored in 2000, this sure is much better.”
Manish Porwal, MD, Starcom India (West and South) brought a different view here. He said, “The reactions were mixed – some said SRK sucks while some said, ‘What luck! Getting to see SRK like this’, but yes, everyone definitely has an opinion and I think that is a good thing.”
Punitha Arumugam, Group CEO, Madison Media, said, “STAR has tried to make it different with the SRK stamp on it. The show looks much younger and will attract that kind of audience given the tone and manner of the show.”
Manoj Malkani, National Buying Head, (TV & Internet), Carat, gushed, “SRK was brilliant and seeing the show has really raised the expectations from it.”
Arumugam added, “We are very excited and expect the show to do well and expect STAR to do every thing to ensure that it does well.”
Experts are expecting at least a rating of 8 from the show. When asked whether or not this was too low for a channel like STAR and a show like KBC, Malkani replied, “This is key primetime and getting an 8 would be good. Plus, this is the least that is expected.” The 9.00 pm slot for STAR ranges in and around this bracket at present.
When asked whether competition should be worried on the ratings front, Porwal said, “They should be worried more on the revenue front. The revenues KBC generated are disproportionate to the ratings.”
According to Dias, “When it is KBC, people should be worried! The show charges a premium for the brand that it has become.” The first day reactions from the media experts are on the positive side.
Coming back to aMap, the trend of the programme shows that SRK managed to retain the viewers after every break taken. The ratings kept on increasing after each break, and the last sequence got the highest ratings. The stickiness of the programme was there for all to see – the KBC and Shah Rukh Khan effect kept people glued to their television sets.
The show managed a jump of 91.5 per cent for the ratings of STAR Plus. Almost all channels and genres got impacted due to the show. In fact, 1.3 million people switched on their TV sets just to watch KBC in NWE India.
The ratings show that the more affluent target groups watched a lot more of KBC. Target groups like graduates, businessmen, self-employed professionals got the highest numbers.
In terms of SEC, SEC A and SEC B got higher numbers than the others. Also, people living in small households, four and below, got more ratings than people staying in households with five or more people.