This would be an unusual experience for Shah Rukh Khan. Unlike like his movies where it takes just a week to know whether it clicked or bombed, the industry and the viewers are still evaluating whether the King Khan has worked for KBC or not.
The second week’s numbers are out. In the Hindi speaking markets for the target C&S 4+, the week opened at 8.8, moved on 9, then down to 8.4 and the Thursday episode was at 10. The show is still in the top five list. In the meanwhile, Zee TV has improved a little on the fall that it had seen in the first week of KBC-SRK but the numbers are still lower than that of the preceding weeks.
However, Star Plus has seen a slight increase, with its all-day weekly relative channel share increasing from 40 to 43 percent from the last week. Its 9.00 to 10.00 pm share has increased from 49 to 52 percent. Media comments are still of a wait-and-watch mode. MindShare Fulcrum’s Amol Dighe admits that the numbers are very slightly below expectations but adds, “the show has done well in the changed media scenario with a different measurement system and the competitive dynamics and fragmentation.”
Lodestar Universal’s Nandini Dias says, “it is still in the top five shows and I expect it to be there. There will be fluctuations based on properties like cricket but that said, I think these are fine numbers, so far.”
KBC-SRK has a lot planned for the weeks to come. One of the first would be a special on Valentine’s Day. A two-hour special episode will see three celebrity couples, including Malaika and Arbaaz Khan; the brother and sister duo Farhan and Zoya Akhtar and the best pals Farah Khan and Karan Johar. These three celeb couples will donate their prize money amount to various charities/causes which they are associated with---Arbaaz and Malaika would donate to St Anthony’s Home for the Aged; Zoya and Farhan Akthar to Nivara Hakk Welfare and Karan Johar ad Farah Khan would give away their prize money to Bal Jeevan Trust.
Our typical marketing budget is usually 10 per cent of the topline spend