Amitabh Bachchan has scored in Tamil too. KBC 2, simulcast in Tamil on Vijay TV, has delivered the numbers for the channel. Among Chennai audiences, the show helped Vijay garner healthy TVRs of 4.1 and 7.6 on August 5 and 6, respectively (4+ ABC C&S).
It scored even better with the F 15+ audience, clocking 5.1 and 10.9 on Friday and Saturday, respectively. In Tamil Nadu, the TVRs read 3.6 and 7.0 on the two days (F15+, C&S).
Without divulging anything further, Harsh Krishna Rohatgi, DGM, Vijay TV, said, “KBC 2 has delivered as per our expectations and we are quite satisfied with it.”
The aggressive promotions for the show and Amitabh Bachchan’s pull power seem to have worked in KBC 2’s opening week. The invisible comments from the industry on the quality of dubbing haven’t kept the TVRs down.
KBC 2 garnered a share of 27 per cent in Chennai (F15+, ABC, C&S) on Saturday. This is one of the highest channel shares for the channel, after Titanic, Jurassic Park and other blockbusters it has screened in the past in the Sunday morning slot.
The KBC 2 effect rubbed off on other weekend shows as well. The Saturday night movie in the ‘Adhiradi Thiruvizha’ action series on August 6, ‘Crime Story’, scored 4.4 among female audiences in Chennai market. The previous week’s movie in the same slot, ‘Young Master’, scored F15+ 3.5 among the same audiences.
What is interesting is that other game shows are coming up real fast on Tamil channels, including Vijay TV’s ‘Vasool Rani’ (week days). Jaya TV’s new game show, according to V Murali Raaman, VP-Programmes and Operations, “will be launched very shortly”.
This would be in addition to ‘Jackpot’ running in the channel successfully for over 150 weeks now on Sundays. The new show would focus on the entire family, Raaman added.
While some Chennai-based media planers expressed the hope that the genre (and KBC 2) would succeed, as had ‘Jackpot’ on Jaya TV, others were more cautious in their optimism. Said one, “The aggressive marketing and high frequency promotions have driven traffic in the first week. It remains to be seen if it can be sustained.”
While that is quite an expected statement, no one is writing off the Big B on the small Tamil screens.
Our typical marketing budget is usually 10 per cent of the topline spend
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