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Sony’s Indian Idol results in 13% drop for <i>Kahaani </i>on STAR

11-November-2004
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Sony’s Indian Idol results in 13% drop for <i>Kahaani </i>on STAR

When Sunil Lulla, EVP, Sony Entertainment Television expressed that internationally ‘Idols’ have only built further on the launch numbers and that the same can be true for India, he wasn’t wrong. At least, there’s no deviation as yet. As per TAM Media Research’s numbers for week 45, the show has garnered good numbers for Sony with all three episodes entering top 50. The fourth episode surpasses the first three with a TVR of 6.49.

Commenting on the numbers, Tarun Katial, EVP, Programming and Response says, "It is very encouraging to see that a new genre is developing on television. The numbers indicate that the programme is accepted by the audience across targets and across markets."

In the launch week, it would have been wrong to say that Indian Idol ate into the pie of other mass entertainment channels. With the exception of STAR’s ‘Shararat’, none of the shows registered a fall in ratings. However, in this week, the case is not the same. Kahaani’s Thursday episode, which collides with the second half of Idol show, has dropped by 13 per cent. The show has given an 11.82 TRP for the CS 4+ in the Hindi speaking markets, as against the Monday to Thursday average of 13.62. However, this cannot be taken as a trend yet, as this is the case only in this week.

Evidently, the idea to place the show at the 9.30 pm slot is paying off for the channel. With this scheduling, the initial decision was to air ‘Jassi…’ and ‘Ye…’ from Mondays to Wednesdays. However, the channel then changed the decision and placed ‘Jassi…’ at 10.30 pm and ‘Ye…’ at 11.00 pm on Thursdays. And the decision is showing results as well. Jassi ratings on Thursday have come down to 1.61, giving the show a 46 per cent drop vis-à-vis the Monday to Thursday average of the week. On the same lines, ‘Ye Meri’ has registered a 26 per cent drop.

Sharing more on this, Katial says, "We need to still communicate to the audience better on the changed timings and these drops can primarily be a result of that."

However, the slot viewership has definitely increased for the channel, implying an increase in Sony’s channel share. Indian Idol repeats alone in week 45 has given Sony TVRs of one-plus. Given that this is coming from the 10.40 pm slot again means a positive sign for the channel.

The show hasn’t been pardoned from criticisms from different quarters of the industry on various counts. With an investment of Rs 30 crore, many still don’t even see it as a value for money proposition. Comments like ‘horrible judges’ and ‘very staged’ are common to the show. But evidently, the Indian audience still wants to see it – how long and how much more, is the focus at this hour.

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