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Mixed reactions for Sony's 'Kaisa Ye Pyar Hai'

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Mixed reactions for Sony's 'Kaisa Ye Pyar Hai'

The first report card of Sony's 'Kaisa Ye Pyar Hai' is here. The opening episode on March 29 delivered a 2.04, which dropped to 1.19 and picked again to a 1.22 in the final episode of the week. Industry reaction on the performance so far is mixed and competitor's performance this week is interesting.

'Abhijeet Ka Safar' took the slot prior to this, which culminated to 'Aapka Abhijeet' on March 28. According to TAM Media Research, while 'Abhijeet Ka Safar' gave Sony a steady 1 plus, 'Aapka Abhijeet' rated a 4.14. The launch episode hasn't retained these numbers but the channel sees 'Kaisa Ye Pyar Hai's TRPs as positive, not just from the position Sony was in but also vis-à-vis competition.

Explaining more on this, Tarun Katial, EVP and Business Head, SET, said, "This is how television works. The launch episode has much to do with the show's marketing. Audience sample the show and 50 to 60 per cent stay back. It is only when the channel markets the first climax of the show that numbers further grow."

The media fraternity has differentiated views on the numbers. Nandini Dias, VP, Lodestar Media, said, "2.04 is good and the fact that the channel has retained at least half of it in the following episodes is positive. We should hope that the channel manages to keep these numbers."

Manish Porwal, GM, Starcom, on the other hand believes that Sony can do better. "The numbers are disappointing - not so much because of what it opened on, but more so on the way it has fallen in the subsequent episodes. Increasingly, shows are opening well but the numbers fall subsequently and that is an issue."

A look at competition's numbers this week, throws some interesting details for the 8.00 pm slot. To begin with, even if the fall cannot be attributed to 'Kaisa Ye Pyar Hai.' Star's 'Dekho Magar Pyaar Se' is struggling as well. The show has delivered its first ever set of 2 pluses in the latest TAM week. But the channel doesn't read too much in this. Ajay Vidyasagar, Head, Marketing, STAR India, said, "We are leaders in the slot and constantly looking at how to consolidate this position."

Showing a different trend on the whole, Zee TV's 'Tumhari Disha' has thrown its highest ever 2.13 in the Thursday episode. With the consistent 1 plus that the show is giving (a point that the otherwise top rated show on the channel 'Astitva' also finds difficult to achieve), the channel is still steady on the slot. But the champion and the challenger are facing problems.

Katial further said, "It is a tough slot and there will be a slow burn. 'Kaisa Ye Pyar Hai ' has great potential and it will grow from here." The channel has quite a lot planned, which include a concert with Anu Malik and Abhijeet Sawant and the introduction of Amit Tandon, another Indian Idol finalist is a high point around the show.

Coming from the Balaji stable, the industry expectations from 'Kaisa Ye Pyar Hai' was higher than what is seen presently. The channel is clear on where the show is headed. "In a month, it will stabilise at 2, and in time to come after that, it will settle at 3 and these are conservative estimates," said Katial.

The Balaji magic apparently is selective when it comes to Sony, whether it was the erstwhile 'Kkehna Hai Kuch Mujhko' or 'Kkoi Dil Mein Hai'. 'Kkusum' too is at a 3 plus for quite a while now. Things for the channel were looking good with 'Indian Idol' but it needs a winner soon. Whether 'Kaisa Ye Pyar Hai ' will fit that bill, is an interesting watch.


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.

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