Top Story


Home >> Media - TV >> Article

Good start for ‘Jhalak Dikhla Jaa’ in Hindi metro markets

Font Size   16
Good start for ‘Jhalak Dikhla Jaa’ in Hindi metro markets

The season of ‘song and dance’ format shows is back. Sony Entertainment Television’s big-ticket show, ‘Jhalak Dikhla Jaa’, has replaced game show ‘Kaun Banega Crorepati’. The opening numbers from TAM Media Research for six metros are in and ‘Jhalak…’ has some good numbers to boast of.

In the Hindi speaking metro markets (Delhi, Mumbai, Kolkata) for the target group C&S 4+, TAM data shows that the curtainraiser episode of ‘Jhalak…’, which was aired on Sunday, December 12, 2010, gave the channel a TVR of 4.5. The opening episodes of the show have rated 5.3 TVR and 5.9 TVR on Monday and Tuesday, respectively, giving the channel an opening average of 5.6 TVR for the two episodes.

In a conversation with exchange4media, Ajit Thakur, Business Head, Sony Entertainment Television, said, “We are very happy with these numbers – it is an unprecedented high. Sony is bringing families in large numbers on to the channel by offering alternate content.”

It may be recalled that ‘Bigg Boss 4’ had opened with a rating of 6.01 TVR (C&S, 4+, HSM Metros), which was high considering it had premiered on the same day as the Delhi Commonwealth Games opening ceremony.

On the other hand, ‘KBC’s first episode had garnered a rating of 5.3 TVR (C&S, 4+, HSM Metros).

It may also be noted that ‘Bigg Boss 4’ was premiered on a Sunday evening and was a three-hour long show, while KBC debuted on a Monday evening as a regular one-hour show.

Perhaps the other aspect that has encouraged Sony officials is that ‘Jhalak Dikhla Jaa’ numbers have shown a positive episode-on-episode trend. Needless to say, the picture would be clearer once the complete market data is released.

(With inputs from Noor Fathima Warsia)

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business