The New KBC, as Sony Entertainment Television officials like to call it, had begun with a bang despite the skepticism around the show given the previous two seasons. As the show ends, the industry is divided over the latest season’s performance – while one view is that the finale episode could have rated better, the other view is that this has been one of the better seasons, where all episodes held on to the ratings till the very end, and the show allowed Sony to beat Zee on enough occasions to be at the No. 3 spot.
Can a single programming move make or break a channel’s weekly performance? Can a channel bring about a loyalty shift in its viewers by offering an occasional treat here and there? As it turns out, a strategic programming layout does wonders, more so in the less highlighted weekend charts. In the Hindi general entertainment space, top two channels – Star Plus and Colors – are leaving no stone unturned to push the ratings envelope.
The ‘Raw’ battle to lure the youth was out in the open when MTV announced its ‘Stay Raw’ philosophy last week, and Bindass launched its own ‘Raw’ campaign showing the channel’s positive ratings performance in 2010. While the content options for the youth are increasing, another interesting point to note is that the youth connect has moved beyond television.
The 9 pm slot was set to see some heated battle last week. Star Plus’ ‘Gulaal’ has thrown its first set of numbers, ‘Bigg Boss’ continued with its spike episodes – this week with Pamela Anderson in the house, ‘KBC’ was busy with its own plans, and Zee TV’s ‘Pavitra Rishta’ delivered some of its best numbers. The 9 pm slot is surely not an easy one to lead.