Star Plus was placed far ahead of competition and Colors had some interesting things going for itself but the week gone clearly belonged to Sony Entertainment Television. Yet another gamble, this one in the form of ‘Kaun Banega Crorepati’, has paid off for the channel. KBC has emerged as the highest-rated show with an opening TVR of 6.2, according to TAM Media Research in the Hindi speaking markets for the C&S4+ TG.
This makes it the most successful launch in recent times on Indian television, leaving behind some very big-ticket properties.
Ajit Thakur, Business Head, Sony Entertainment Television Ltd, said, “Entertainment, knowledge and an icon like Mr. Bachchan is an irresistible combo. It has exceeded our expectations. The beauty of KBC is that it is a unifier and the whole family gets together to watch it together. We were always very confident that KBC is a sure-shot winner.”
KBC has outdone ‘Bigg Boss Season 4’, where the latter has an average TVR of 3.2 in the week as compared to 5.3 TVR of KBC.
P M Balakrishna, VP, Allied Media, observed, “The estimation that KBC would do well has turned out to be correct. KBC is an established property, and has huge connect with the audiences. It was expected that the show would do better than Bigg Boss. It just reiterates that brand Bachchan is the ultimate Bollywood brand. I don’t know if it will turn things around for Sony but KBC doing well was always expected.”
Jai Lala, Principal Partner, Mindshare India added here that both properties are relatively at similar price points. He elaborated, “And hence both of them are in the same CPRP (cost per rating point) range depending on which target audience you are looking at.”
An interesting point to note is that this is the third time that Sony Entertainment is on the number three position in Hindi general entertainment channels in the last 15 weeks. However, unlike the previous instances, this week the numbers are coming from its programming alone. Commenting on this, Thakur said, “On the last occasions, it was the telecast of ‘3 Idiots’, which got us numbers and also the finale of ‘Indian Idol’. This time it is KBC, added with other shows such as ‘Comedy Circus’, the finale of ‘Entertainment Ke Liye Kuch Bhi Karega’, ‘Baat Hamari Pakki Hai’. Together, it did the trick for us.”
He added, “We expect the trend to continue. KBC has an average TVR of 5.3 across all markets, which is commendable. It will go on and then we have special weeks programming for Diwali. Last week, ‘Tera Mujhse hai Pehle ka Nata Koi’ was launched and this week, it is ‘Saas Bina Sasural’. It will further cement our position as number three channel and will help us grow further.”
KBC has made Sony a clear leader in the 9 pm slot but whether it will turn things around for the channel completely, is for us to wait and watch.