STAR India’s intent with ‘Satyamev Jayate’ was to give it as wide a reach as possible, and that is one of the reasons why the show was telecast on nine channels, including two non -STAR channels – DD National and ETV (Telugu).
The show was simulcast in Hindi on Star Plus, Star Utsav and DD National. On channels such as Star World, Star Jalsha and Star Pravah, the show was telecast in Hindi but with English, Bengali and Marathi subtitles.
Data from TAM Media Research, quoted by STAR India, shows that on the whole across its channels, the show has delivered a rating of 4 TVR for the C&S 4+ in the Hindi speaking markets and a 4.9 TVR for the All 4+ including C&S and terrestrial homes. The equivalent ratings at an All India level were 3.4 (CS4+) and 4.1 (All 4+).
For the C&S 4+ in the Hindi speaking markets, ‘Satyamev Jayate’ (SMJ) delivered a rating of 3 for Star Plus in the 11 am slot on May 6, 2012 when the show debuted on television. As is known, SMJ was telecast for an hour and a half. Star Plus’ overall GRPs in the week are at 276; last week the number was at 262 GRPs.
In its specific markets, the show has fared well on channels such as Star Pravah and Star Jalsha. On DD National, for the Non C&S 4+, the channel has rated over 11 TVR and was the third most watched show on the channel on May 6, 2012.
Not only a ratings game
The wide thought on the show however is that SMJ proved to be a concept powerful enough to get people discussing issues that were raised in the show. The buzz it has created online is another factor that needs to be taken into consideration.
“Satyamev Jayate is so powerful in the impact and buzz it is creating that it should not be looked at as a ratings game. Rating is critical but it does not signify the real value and strength of the programme. I would be more curious to look at the YouTube hits for the elements of the show and other factors of engagement of that nature,” said Ravi Rao, Leader, Mindshare South Asia.
One of the biggest points to note about the show is that the “dead Sunday morning” has been reactivated and one can expect more show coming up on Sunday. Rao added, “With the TRAI regulation that has come about, we need more programmes that are sticking at different timeband, overall SMJ benefits the industry significantly.”