Hindi reality shows run out of steam after flying start
Anchored by three charismatic stars, KBC Season 8, India's Raw Talent and Dare2Dance on three competing Hindi GECs fail to sustain viewership after initial success
Three talent-based reality shows with three charismatic stars have been launched on Hindi GECs. They are - India’s Raw Star, with controversial rapper Honey Singh on Star Plus, Kaun Banega Crorepati (KBC) Season 8 with Amitabh Bachchan on Sony Entertainment, and Dare2Dance with Akshay Kumar on Life OK. Launched close on the heels of each other, each of these shows tap into different talent pools – singing, quizzing and dance.
Some of the biggest and competing brands have associated themselves with the three shows. Cadbury’s Dairy Milk is the title sponsor for KBC 8, which is powered by Idea Cellular, and has Samsung, TVS, Maruti Suzuki and Cisca LED as associate sponsors. Dare2Dance has Micromax as presenting sponsor and is powered by Honda. For India’s Raw Star, Karbonn is the title sponsor with Maruti Suzuki Swift as the co-sponsor.
Given the popularity of the hosts and the nature of the shows, we wanted to explore how each of them has fared with the Indian audiences.
Early to rise, fast to fall
The three stars may have brought in oodles of glamour to their respective shows, but after a flying start they have dropped pace. As per data from TAM subscribers week 35 (August 24 – 30, 2014), in the first week both non-fiction shows India’s Raw Star and KBC 8, scored ratings of above 4 TVMs. Any show that registers anything above the 4 TVMs mark is considered to be solid performer.
KBC 8, which has been familiar with audiences, has been registering a gradual decline in viewership since the last season. With a new format, new cities and heavy promotion, everyone was waiting to see how the show would perform this time. It seemed to work initially, with 4.4 TVMs in the first week. On the other hand, India’s Raw Star was an unfamiliar show, with a little variation from the others in the genre and managed 4.5 TVMs in the first week.
Week 36 (August 31 – September 6, 2014) saw non-fiction show Dare2Dance enter the arena as Life OK’s biggest festive offering. It did remarkably well, beating both India’s Raw Star and KBC 8 in its initial week. While Dare2Dance scored 4.5 TVMs in week 36, India’s Raw Star saw a decline to 4.3 TVMs f and KBC 8 lost a lot of ground dropping to 3.9 TVMs in week 35.
Week 37 (September 7 – 13, 2014), saw all three shows crumble.
After an exceptional start Dare2Dance took a hard fall. The show, in which professional dancers battle it out in the toughest conditions, crashed from 4.5 TVMs to 2.9 TVMs. Evidently, the heavy promotions had lured viewers for the first week, who soon lost interest in the show.
Similarly, India’s Raw Star slumped to 3.1 TVMs from 4.3 TVMs in week 36 whole KBC 8 fell to 3.6 TVMs from 3.9 TVMs in the previous week.
The slump continued in week 38 (September 14 – 20, 2014). KBC 8 dropped to 3.3 TVMs while Dare2Dance fell to 2.5 TVMs. Interestingly, India’s Raw Star made a small comeback- its ratings inched up to 3.4 TVMs this week from 3.1 TVMs. This spike in ratings could be attributed to Deepika Padukone’s presence on the set of the show. She and her co-star Arjun Kapoor, made guest appearances to promote their latest movie Finding Fanny on September 14, 2014.
No match for older non-fiction show?
Even as the newer shows struggled to stay afloat, some of the older non-fiction ones on Hindi GECs performed much better. Shows such as Jhalak Dikhhla Jaa and Comedy Nights with Kapil on Colors have done exceptionally well for the channel week after week. Though Comedy Nights with Kapil has seen its ratings drop in the current week 38 to 4.0 TVMs from 6.0 TVMs the previous week, the show until now has maintained an average rating of more than 6.0 TVMs. Jhalak Dikhhla Jaa, on the other hand, has maintained an average rating of 3.0 TVMs. Currently, its ratings have increased to 5.1 TVMs from 4.1 TVMs in the previous week.
Not everyone has had the same run of luck. Zee TV’s India’s Best Cine Stars Ki Khoj, which will soon wind up, has been floundering at the bottom of the channel’s ratings chart in the eleventh position and a rating of 1.5 TVMs. Similarly, talk show The Anupam Kher Show on Colors has also seen its ratings drop from 2.6 TVMs in week 28 to 1.7 in the current week.
Now that Bigg Boss Season 8 has been launched, the scenario is going to change a fair bit. The show’s ratings are expected to be higher than all reality shows, going by its average of 4.40 TRPs last season. That apart, with the onset of the festive season, viewers are less likely to spend time watching TV and the three shows will have tougher conditions to deal with.
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