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Vacations trouble kids’ weekend telly shows

03-June-2004
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Vacations trouble kids’ weekend telly shows

Two new initiatives marked STAR and Sony weekends on May 21, 2004. With ‘Kabhi Khushi Kabhi Dhoom’ and ‘King, Aassman Ka Ek Raja’ on the respective channels, kid audiences have more to pass judgement on and the first week’s numbers are already out. Have the new shows opened to satisfying numbers?

To begin with, let’s look at the opening numbers of the two shows. STAR’s ‘Kabhi…’ comes in place of ‘Karishma ka Karishma’, which was a part of its kids’ programming. Catering to the same target, the show has opened to a rating of 3.01 in the Hindi speaking markets for the target CS4+. The number for the kid target, that is CS 4-14, is 5.56.

What is important about the show is that unlike the earlier kids’ shows that the channel has indulged in, this one strays away from myths and fantasies. On what the channel feels about the numbers, Deepak Segal, Sr VP, Content and Communication, expresses, “For starters in the 7.30-pm slot, these are good numbers. However, we must not forget a point here. Television is a habit. And this is vacation period for kids so habits are fluid, in essence not giving it optimum numbers but then, we expected this. So yes, the ratings are as per expectations.”

Coming to the second show – ‘King…’ replaces ‘Kya Haadsaa Kya Haqeeqat’, which transformed in the ‘Kab Kaisey Kahaan’ mode on March 12. The new show is also from the Balaji stable. For the CS 4+ in the Hindi speaking markets, this show has opened to 0.99 on Friday and gone to 1.13 on Saturday. For the target CS 4-14, the numbers are at 1.1 going to 1.08 on Saturday.

For Sony, the band is quite an experimental one. This is one of the first kids’ shows that the group has positioned in its weekend block. Explaining this, Sunil Lulla, EVP and Business Head, SET India, expresses, “This is a new property here and any new property takes time to settle.” Is the channel satisfied with the numbers? “It is too early to comment on the show right now. But we do expect it to pick up in days to come.”

Come June 15, and this problem for the channels will be solved. With the school’s reopening one might expect the kids’ audience coming back to the channels that they seem to have reasonably vacated in the holidays.

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