Last Thursday, Sony bade farewell to ‘Kaun Banega Crorepati’ (KBC), freeing the primetime 9 pm slot and making way for the channel’s heavily invested property, ‘Jhalak Dikkhla Jaa’. As per TAM ratings for week 50, HSM CS 4+, Sony has reached the third spot with an increase of about 19 points, rising from 181 to 200 GRPs in the week. Clearly, ‘KBC’ did its bit for the channel in its exit as well, even though the finale episode was similar in numbers to the other episodes of the show at around 5 TVR.
Tracing back ‘KBC’ journey in this season, it had opened with a TVR of 6.2, making it a slot leader and one of the most successful show launches in the war-torn reality show genre. That week, it also placed Sony in the No. 3 position. Then on, it has been one of the consistently delivering reality shows of the last quarter of 2010 and showed a better growth graph in comparison to seasons two and three.
Harsha Joshi, COO, Media Buying and Content, Madison Communication, remarked, “After the jump in ratings led by ‘3 Idiots’, Sony’s shows are now looking up and some slots are doing well. This is a good start for Sony. Advertising rates for spot buys for ‘KBC’ have been high since the beginning as the show has been doing well consistently. For the finale, there was a slight premium attached, which is an accepted norm across channels.”
Adding more perspective, Rohit Gupta, President, Multi Screen Media, said, “‘KBC’ has been good for us. Last week was a good finale and these are very good ratings. In the earlier season, ‘KBC’ would begin with a bang and then ratings would taper off. Thus, the average ratings would come down. This time, it held on to ratings in all the 36 episodes.”
From the sponsor and advertiser point of view, too, the show has yielded well and retained steady GRPs. Gupta noted, “With Amitabh Bachchan back, we have set an ad rate benchmark for the show – Rs 3.5 lakh/10 seconds. The industry knows that reality has been our forte.”
On the other side of the table, Joshi, sharing the media buyer’s viewpoint, said, “Overall, ‘KBC’ has done well, considering its return after a gap of a few years and the fact that the last two seasons did not do well. Also, it was competing with masala shows like ‘Bigg Boss’ and ‘Masterchef’, whereas ‘KBC’ had relatively no change in the format except a few tweaks. ‘Bigg Boss’ had crowd pulling elements like Pamela’s stint and Dolly Bindra; Mr Bachchan held on the viewers for Sony.”
Talking about Sony’s programming map ahead, Gupta elaborated, “Our fiction offering has grown stronger on the back of ‘KBC’ and has begun showing some positive trends with ‘Saas Bina Sasuraal’ touching a TVR of around 2 in the 1 pm slot, where we were weak. Meanwhile, ‘Adaalat’ has also got around 2.5 to 3 TVR. We have done well across the channel and have seen strong performance on all seven days of the week, which is helping us generate additional revenues. And we have already started receiving excellent feedback for ‘Jhalak Dikkhla Jaa’”.
With Sony hedging big bets on ‘Jhalak Dikkhla Jaa’ and even bringing in actress Madhuri Dixit on the show, all eyes are now on the dance reality show. Will it capture the magic of its earlier season? That’s a wait and watch…