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Rush hour at Sony: ‘Fame Gurukul’ closes on a high, ‘Dus Ke Dus Le Gaye Dil’ is next

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Rush hour at Sony: ‘Fame Gurukul’ closes on a high, ‘Dus Ke Dus Le Gaye Dil’ is next

Sony Entertainment Television’s reality show ‘Fame Gurukul’ has ended on a high note and the channel is happy. The show has been replaced by another Fame version, ‘Celebrity Fame Gurukul’, but at present the channel is excited over what is coming up next in the slot on November 4, 2005 -- ‘Dus Ke Dus Le Gaye Dil’, which also marks the celebration of ten years of SET India.

Looking at TAM Media Research data for ‘Fame Gurukul’ for CS 4+ in the Hindi speaking markets, the show’s finale on October 20, 2005 rated an 8+. The show has steadily moved between 3 and 4 plus otherwise, the final episodes touching 5 plus. Said Tarun Katial, EVP and Business Head, Sony Entertainment Television, “The show has been on a growth track and these ratings were expected.”

Giving the channel’s point of view on the numbers, Katial said, “These are very positive numbers, vindicating the faith we had in the show. The show was an experiment and has turned out the way we were hoping for. More importantly, it has given us the edge in such competitive time slots. It has fulfilled the objective of building newer time bands on the channel.”

When asked why despite the same kind of voting as the ‘Indian Idol’ finale that rated a 14 plus, ‘Fame’ did not gross numbers on the same lines, Katial said, “This is obviously a much tougher time slot than what ‘Idol’ was in. Also, ‘Idol’ is a big property and the two shows are very different. ‘Fame’ is not even as long running as ‘Idol’ is. What typically happens when a show is on air for a long period of time is that there are many more people sampling it in different stages of its life and many of them want to tune-in to the finals. ‘Fame’ has been a shorter property and in that sense has delivered as per expectations.”

The channel is also content with the opening numbers of ‘Celebrity Fame Gurukul’, which launched on October 21, 2005, in the same slot as Fame Gurukul and has delivered a 3 plus. “Celebrity Fame Gurukul is a two-week stunt,” said Katial. “From that point of view, these numbers are fine. The slot will continue to see action and can then make way for ‘Das Ke Dus…’ ”

Katial is quite pleased with this variation of reality format that will see a combination of ‘Indian Idol’ and ‘Fame Gurukul’ stars competing with each other. With the exception of the winners of both the properties, the next top five of both will star in new ‘Dus Ke Dus Le Gaye Dil’ contest. The format is similar to the other shows to the extent that one participant is voted out every week until there is one winner at the end. The show has no judges and the fate of a participant is dependent on viewers’ votes. Mini Mathur and Mandira Bedi will anchor the show which has been done in partnership with Miditech.

Katial explained that the property is designed to celebrate the ten years of SET in India, wherein these top ten singers will compete for ten days. The show plays out with galas following results and hence one contestant is voted out every day.

“It is fast paced and a fun format and these are people that the viewer is already familiar with,” said Katial. “We think the viewers will enjoy, as they decide who is their ten on ten.”

As is known, following these ‘Dus’, the big one, ‘Indian Idol 2’, is set to launch together with ‘Deal Ya No Deal’. It is rush hour for Sony again.


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