TAM Media Research's data has indicated that 'Kkavyanjali' has opened to one of the highest numbers Indian television has seen in recent time. With this kind of opening, it will be interesting to watch how the show fares in the days to come.
Beginning with numbers, all episodes of the show have opened in top twenty. The show opened at 13.9 for the target CS 4+ in the Hindi speaking market. The numbers drop to 10.79 and 10.44 in the subsequent episodes. "We were expecting this," says Ajay Vidyasagar, Head, Marketing, STAR India. "This is the Republic Day period and it affects the viewing pattern."
As for what he thinks about the numbers, Vidyasagar says, "It is as per our expectations. We are delighted with these numbers. Our 9.30 pm band was in any case claiming a 65 per cent market share for Hindi general entertainment. These numbers mean a 28 per cent growth on this channel share, which give the high base. That is a substantial achievement."
On where does he think the channel managed the added eyeballs from, he says, "It is difficult to give a precise explanation but we have consumed some numbers from competition." Even though it is early in the day to state as far competition's figures are concerned, yet not much difference is seen in 'Kareena Kareena's numbers on Zee and Sony's 'Jassi' which sees a slight dip, delivering a 2.42 and 2.16 on January 25 and 26 respectively.
The industry is positive about the show's opening numbers as well. "Which is the last show that has given this kind of numbers," asks Nandini Dias, Vice President, Lodestar Media, "for some time, we were sceptical that the channels is investing heavily in marketing and what the result would be. Evidently, it has paid off."
"The numbers we see right now are the direct result of the channel's marketing initiatives," says Abbas Muni, General Manager, Carat Media, "Many people were curious to watch the show."
As to what do they think about the dip in the second and third episode ratings, Muni says, "The show has to stabilise and this would lead to such patterns in viewership. Anything above 10 is a good number and now it is up to the content to manage that."
Dias asserts, "We believe the show would manage to deliver these numbers." And there isn't much time to see whether the show does indeed remain consistent in what it has given the channel in its first week.