exchange4media research team
Laloo Yadav''s charisma is rubbing off on the small screen. Ever since Jeena Isi Ka Naam Hai has been launched there has been an air of expectation mixed with caution on whether Zee will be able to hold on to the good beginning made. The Laloo Yadav episode telecast on 26th April certainly seems to suggest the programme is picking up. Apart from special events like the Zee Cine awards, Zee for the first time in almost a year has been able match the ratings of Star and Sony during Prime Time on a weekday, all thanks to Laloo Yadav and the innovative concept of the show. The ratings for JIKNH, which were hovering around the 3.5 - 4% mark ever since it started, peaked on 26th April at 4.5% matching the ratings during that time slot on Star and Sony, which were 4.9% and 4.8% respectively. (TAM data, TG: 15-44/ M/F/ SEC ABC, Hindi speaking markets) Star and Sony both have seen a steady decline over the past few weeks of ratings on Friday during the 9-10 pm band.