Multi Screen Media (MSM) announced an exclusive content deal with Yash Raj Films (YRF) on October 6, 2009, according to which YRF would produce five shows for MSM’s flagship channel Sony Entertainment Television. These were ‘Mahi Way’, ‘Lift Kara De’, ‘Powder’, ‘Seven’ and ‘Rishta.com’. These shows that were housed in YRF band, launched from January 1, 2010. The objective was to strengthen Sony’s weekend viewership.
When the first set of ratings for YRF shows was released, most of them debuted with lower numbers than expected. Media planners pointed out a few reasons at the time for the low numbers -- consecutive launches of all the shows and ‘not- so-powerful’ content. The channel was however hopeful that the show ratings would pick up.
The last episode of ‘Lift Kare De’ has just been telecast, and all the other shows are slated to finish by June-end. Despite the optimism of the channel, average TVR for this show was 0.74 (C&S 4+ HSM). Similarly, the averages of the other shows failed to cross a TVR of 1. ‘Mahi Way’ had an average TVR of 0.56; ‘Powder’ rated an average TVR of 0.26; ‘Rishta.com’ averaged at 0.33 TVR and ‘Seven’ scored an average TVR of 0.66.
The highest TVR that these shows have generated was also low. The highest TVR for ‘Lift Kara De’ was 1.49 TVR; 1.23 TVR for ‘Mahi Way’; 0.46 TVR for ‘Powder’; 0.62 TVR for ‘Rishta.com’ and 1.2 TVR for ‘Seven’.
Danish Khan, Head, Marketing, Sony Entertainment Television, noted, “The YRF shows have created a new benchmark on counts such as creative execution and production values on Indian television. As far as viewership is concerned, these shows have a strong fan following.”
Media planners, on the other hand, are not too happy. Hariharan Vishwanath, National Head - Buying, MEC India observed that one reason why these shows delivered a low rating was because they targeted a younger audience, which is known to be elusive. He said, “Even if the shows were scheduled for weekdays, it wouldn’t make much of a difference in the ratings.”
Sushma Y Jhaveri, Senior VP, Carat Media India listed out some of the reasons why she thinks the shows didn’t deliver. She enumerated, “The YRF brand was promoted, and not the individual programmes; though the content was quite a shift from regular fare of melodrama, these were not weekly shows and lacked regular continuity, hence failed to hook the audience.”