Aug 09, 2005 09:01 PM
2204 Views
(Updated Aug 09, 2005 10:05 PM)
The programme promotions of KBC started from16th May 2005, in total 3660 promos were run on Star Plus till 5th evening garnering a GRP of 3569 (in Mumbai), if you are in the media and advertising industry you will realise that this is really huge investment of air time to promote a property.
Audience Response (Ratings)
The investments paid off and the show opened to a rating of 10 (meaning 10% of people in cable and satellite homes watched the show). In terms of individuals reached, first episode of KBC 2 reached 2 million viewers in Mumbai and over the three episodes it reached 3 million total individuals. This is where the good news ends as other channels viz. Sony have laid out a slew of high profile movies and it started with Devdas to protect its turf from the onslaught of STAR. Next week the viewers can look forward to Hum Tum and other such movies over the next few weeks.
In terms of appearance Big B looks his usual self but for how long the Indian viewers (now much more time poor than in the 2000 when the first show made its appearance) can tolerate him is a question. The Cricket match between India and West Indies on 8th had its impact and pulled down the rating for the third episode.
Looking at Delhi the drop was sharpest and the ratings for the third episode were down to 3.37 from 7.41 that the opening episode garnered. In all the major Hindi speaking markets, the downward trend was visible. Another factor affecting it could be the low viewership of television during the weekends (Saturday & Sunday) but the rating figures suggested the levels were high.
It will now be up to the next week and the second round of KBC Dwitiya to decide the fate of the might of STAR TV Network investments that have been put into KBC. The positioning of the programme is mass appeal as the advertising of Airtel suggests wherein they have been airing their 200 Rs. promos and targetting their mobile services at the masses.
The ratings quoted here are from Amap, the television audience rating service.
Look and Feel
The original look and feel as well as the hooter has been retained to maintain the continuity but the new comer might be wondering as to why the nation went crazy after the show. The interactivity of an Indian Idol is missing but Big B carries the show with aplomb. As some of the other reviewers have already written that AB is loooking cool and is expected to be more funny and informal.
The Future
In the media industry predicting the future of any show is full of risks but the initial audience response suggests that the show will definately bring the zing into weekend television viewing but might not reach the phenomenal success that it achieved in its previous avatar redefining the weekday viewing and turning the fortunes of STAR India.
