STAR Plus’ flagship gameshow ‘Kaun Banega Crorepati’ (KBC) is holding on, with week 2’s statistics showing only a slight dip in viewership.
According to measuring body TAM (in India), the Hindi speaking markets for the target C&S 4+, the week opened at 8.8, moved on 9, then down to 8.4 and the Thursday episode was at 10.
The show is still in the top five list. In the meanwhile, ZEE TV has improved a little on the fall that it had seen in the first week of KBC-SRK but the numbers are still lower than that of the preceding weeks.
However, STAR Plus has seen a slight increase, with its all-day weekly relative channel share increasing from 40 to 43 percent from the last week. Its 21:00 – 22:00 share has increased from 49 to 52 percent. Media comments are still of a wait-and-watch mode. MindShare Fulcrum’s Amol Dighe admits that the numbers are very slightly below expectations but adds, “the show has done well in the changed media scenario with a different measurement system and the competitive dynamics and fragmentation.”
Lodestar Universal’s Nandini Dias says, “it is still in the top five shows and I expect it to be there. There will be fluctuations based on properties like cricket but that said, I think these are fine numbers, so far.”
The KBC ratings so far…
Monday 22nd January (launch) = 12.3 TVR
Tuesday 23rd January = 10.44 TVR
Wednesday 24th January = 7.36 TVR
Thursday 25th January = 9.24 TVR
Monday 29th January = 8.8 TVR
Tuesday 30th January = 9 TVR
Wednesday 31st January = 8.4 TVR
Thursday 1st February = 10 TVR
Valentines Special
KBC has a lot planned for the weeks to come. One of the first would be a special on Valentine’s Day. A two-hour special episode will see three celebrity couples, including Malaika and Arbaaz Khan; the brother and sister duo Farhan and Zoya Akhtar and the best pals Farah Khan and Karan Johar. These three celeb couples will donate their prize money amount to various charities/causes which they are associated with – Arbaaz and Malaika would donate to St Anthony’s Home for the Aged; Zoya and Farhan Akthar to Nivara Hakk Welfare and Karan Johar ad Farah Khan would give away their prize money to Bal Jeevan Trust.
Extracts from Exchange4Media
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