TRP Chart - All Trps for KBC 3 Goes Here. - Page 3

KBC 3 Impacts opens at No.1

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'KBC' opener boosts Star Plus' channel share in 9-10 pm band

Indiantelevision.com Team
(2 February 2007 2:00 pm)

MUMBAI: The opening week numbers of KBC, Star Plus' big ticket show for the season, seem to have done the trick at least on one front - jack up its channel share for the crucial 9-10 pm band significantly against rival Zee TV.

The much awaited ratings for KBC, revealed by Tam today, show Star Plus' channel share increasing to 55.9 per cent from the previous week's 37.7 per cent in Hindi speaking markets ( 9-10 pm; Monday, Tuesday, Wednesday, Thursday).

As opposed to the aMap's overnight ratings system that delivered an opening TVR of 5.3, Tam records the ratings for the premiere on 22 January as 12.3 for the Hindi markets.

Commenting on the opening numbers of KBC, Star Entertainment India CEO Sameer Nair said, "At the outset, we had set three objectives for ourselves for KBC with SRK: strategic to ensure that Star Plus continues to dominate viewers hearts and minds; tactical to gain clear leadership in the 9-10 pm weekday primetime band and commercial, to allow us to ensure that the cricket World Cup does not dent our revenues. We have conclusively met all our objectives."

Expectedly, in the three metros (Mumbai, Delhi and Kolkata) Star Plus has done even better, with a market share of 62.7 per cent, pushing down rival Zee TV from 38.2 per cent in the previous week to 15.3 per cent.

Given the pre-launch hype that the network put in place for the Shah Rukh Khan fronted reality game show, it's no wonder that it opened well, but the big question lies in the 'sustainability factor' of the show in the coming weeks.

Of course SRK does not stand a chance against cricket, as the show was hit hard by the India Vs West Indies ODI match on 24 January, dragging the ratings down to 7.36 TVRs (HSM). Not surprisingly, the three metros also saw a steep decline as a result of cricket, clocking a TVR of 6.03. However, the average ratings for it's first week seem to be stabilizing at about 10 so if KBC can sustain these numbers, the Star team should sail steady.

As for the big question on how SRK compares with Amitabh Bachchan, in the the opening ratings it is a no contest, since 19.75 was what the second season of KBC hosted by the Big B opened at.

An interesting point of note however, is that the first episode of KBC reached 23.3 million, which is 5 million more than the launch episode of KBC 2 did (factoring in the increased C&S population between then and now).

Moreover, KBC reached 39 million individuals in the first week of its launch, which Star claims is the highest ever reach of a show in it's first week in the history of satellite TV.

All in all, the network states that KBC has caused a 25 per cent growth in Hindi general entertainment viewing, with Star gaining viewers from movie channels, regional and hindi news channels.

But at the end of the day, this tale is really all about the ratings commitments that Star has given to its advertisers, so it ultimately will come back to whether the numbers will hold up. Can KBC deliver on a consistent basis over its full 13-week run will be what advertisers will be interested in, not how it opened.

http://us.indiantelevision.com/headlines/y2k7/feb/feb22.htm

TAM ratings point to KBC 3's dominance in 9-10 pm slot

Saurabh Turakhia
February 2, 2007

The opening numbers of KBC3 viewership ratings are out and it has managed to dominate the 9-10 pm slot. The show opened with a rating of 12.3 and 10.4 TVR and 9.2 TVRs on Tuesday and Thursday respectively. Wednesday saw a slight fall to 7.2 TVR on account of the India Vs West Indies match.

While overall Star Plus's show's ratings may fall and Zee's ratings may go up, Sameer Nair, CEO, Star Entertainment India is pleased that KBC 3 has met its objective of dominating the 9-10 pm slot.

Nair says, "Star Plus and Zee were neck to neck before KBC 3 in the 9-10 slot. However with the arrival of KBC 3, Star's share has gone up to more than 2.5 times the Zee share in the 9-10 pm slot."

The third season of KBC also reached 39 million households in its first week of launch.

When asked about the stiff competition from the forthcoming World Cup, Nair said, "When we were starting KBC 3, there were comparisons between Shahrukh and Amitabh Bachchan. Now that the show has grown, people are talking about cricket. Anyways, only a few Indian matches coincide with the KBC 3 timings. Only if India gets into semi-finals and finals, will there be a close contest."

A media release also said that of the balance airtime on KBC, there is no inventory available till the end of February.

However, an 'estimation of audience response' (EAR) post-launch study on KBC 3, done in two phases by Optimum Media Solutions (OMS), the Mudra group's independent media agency, only 44 per cent of respondents watched all the three episodes of KBC-3, while twenty-five per cent watched only the first episode.

The aMAP ratings too pointed to the decline in viewer interest - the opening rating was 5.3 but fell to 4.8 on the second day and further to 3.5 on the third day.

However, the 9-10 pm slot continues to be ruled by Star Plus.

http://www.hindustantimes.com/news/181_1918334,0002.htm

Gauging the magic of SRK

SOMASHUKLA SINHA WALUNJKAR
Posted online: Saturday, February 03, 2007 at 0112 hours IST

NEW DELHI, FEB 2 : Box-office king Shah Rukh Khan's prime time quizzing act in Star Plus' big ticket show KBC has thrown up interesting TRPs (especially if one remembers what the Audience Measurement & Analytics', or a-Map, overnight ratings looked like last week—5.3 on January 22, 4.8 on January 23 and 3.5 on January 24).
According to the rating system officially recognised by the Joint Industry Body—a consortium of advertisers, broadcasters and agencies—TAM Peoplemeter—KBC's opening act in the combined Delhi-Mumbai-Kolkata markets on January 22 fetched TRPs of 11.26; on January 23, it dipped to 9.1; fell again to 6.03 on January 24 and became 7.65 on January 25.

In comparison, in 2005, Big B's KBC2 fetched 18.52 on opening day, dipping to 14.92 (Saturday) and 10.27 (Sunday). In 2000, on July 1, KBC1 clocked 10.59.

So, was Amitabh Bachchan the bigger showstopper? Says Ajay Vidyasagar, executive vice-president, Star India: "The TAM base during KBC2 was smaller than now, so comparing the figures won't be fair. Earlier, peak ratings of shows would be 15/16, now 10 is considered good."

He also added that Star Plus had grown 105 % in the 9-10 pm slot, while Zee had fallen 24%. Star Plus is now 2.5 times more than Zee at 9-10 pm. The first episode of KBC reached 23.3 million (5 million more than the reach of the launch episode of KBC2). The show has reached 39 million individuals in the first week of launch. This is the highest ever reach for a show in the first week in the history of satellite TV. And this despite the CAS impact in Mumbai, Delhi and Kolkata.

According to the TAM ratings, on January 22, when KBC opened with 12.33 TRP in the Hindi speaking markets, the 9-10 pm band on other channels looked something like this: Zee – Kasamh Se (9pm, 3.1), Saat Phere (9.30 pm, 4.4), Sony's Ek Ladki Anjani Si (9pm, 0.97), Thodi Khushi Thode Gham (9.30 pm, 0.67).

Not that rivals are worried. Says Ashish Kaul, senior VP, Zee Entertainment Ltd: "The first week rode high on hype and KBC was expected to be the frontrunner. But the TRPs aren't that encouraging and should have been better given that the show had so much money riding on it. In the second week, the picture will change because there's a dip in viewership as even the TRPs show and it will dip further. We are confident about our 9-10 pm band and aren't worrying." Says Premjit Sodhi, senior VP, Initiative Media: "It would be unfair to compare how KBC1 did with KBC3's ratings. The measurement scales have changed and even the TAM panel base has changed in January. But yes, KBC changed Star Plus' fortunes in 2000, and we don't see that happening with KBC3 even it manages good TRPs later. Zee is in a strong position and consolidating."

So, even while SRK campaigns for his show, and Star Plus conducts studies in ten cities to gauge his popularity, the warm friendly neighbourhood superstar act will need some more magic to whip up the frenzy his predecessor achieved in 2000.

http://www.financialexpress.com/fe_full_story.php?content_id =153599

New Age Don's KBC figures are impressive

Faridoon Shahryar, IndiaGlitz [Saturday, February 03, 2007>

Kaun Banega Crorepati has opened with a big bang. Below is an update on the opening week's performance of KBC with SRK. Commenting on the opening numbers of KBC, Sameer Nair, CEO, STAR Entertainment India, said "At the outset, we had set 3 objectives for ourselves for KBC with SRK: strategic to ensure that Star Plus continues to dominate viewers hearts & minds; tactical to gain clear leadership in the 9-10 pm weekday primetime band and commercial, to allow us to ensure that the cricket World Cup does not dent our revenues. We have conclusively met all our objectives and the following facts bear those out."

The key facts & Numbers on the success of KBC.

KBC with SRK Week 1: key facts

1. KBC opened strong with a rating of 12.3 and did a 10.4 TVR and 9.2 TVR on Tue and Thursday respectively.

2. On Wednesday the show faced fragmentation because of India-WI prime time cricket. The show with a 7.2 TVR did better than cricket on Neo sports (2.24) and DD (4.16).

3. The KBC first episode reached 23.3 million. This was 5 million more than the reach of the launch episode of KBC-2. In a little more than an hour KBC reached more people than a India Australia Champions trophy match over 8 hours.

4. The show unlike other content on Hindi has performed well universally. The show has grown by 128 % among males from a 4 TVR to a 8.9 TVR average. This is higher than any programming including cricket.

5. Despite the CAS impact in Mumbai, Delhi and Calcutta. The show has done a 15+ TVR in Delhi, around 9 TVR in Mumbai and Kolkata.

6. The show has performed exceptionally well in markets such as Gujarat and MP 0.1 to 1m where the show has done a 20+ TVR.

7. There are 10 sponsors on KBC for the 52 episodes.

8. In addition, there are 6 brand associations in the show.

http://www.indiaglitz.com/channels/hindi/article/28937.html

TAM slam may force up to 25% cut in KBC-3 spot rates

THE ECONOMIC TIMES
Ratna Bhushan
GURGAON

The verdict on the much-talked about Shah Rukh Khan-starrer Kaun Banega Crorepati-3 (KBC) is finally out. TAM Media Research's ratings have been below expectations, and media buyers say this would lead to a 20-25% fall in spot rates. STAR Plus' asking rate for spot buys on KBC-3 was on an average Rs 5 lakh per 10 seconds. After negotiations, deals were being struck anywhere between Rs 3.5 lakh and Rs 4 lakh per 10 seconds. But post-TAM ratings, spot rates are expected to settle down at about Rs 3 lakh.

"To begin with, STAR's rates were astronomical. Prices should come within a more affordable bracket," Mindshare India's MD (north & east) Sundar Raman said. "While KBC's sponsors have got value for their money, spot rates which were on the higher side would certainly come down," Madison Media Plus COO Basab Dutta Chowdhury said. KBC-3 opened at a TRP of 12.33 in Hindi-speaking markets for cable & satellite homes, with STAR Plus' share going up to 60% from 37.7% the week before. The second day of the show, however, saw ratings slip to 10.44, and 7.36 in the third episode. The final episode of the week saw ratings climb to 9.24. In contrast, KBC-2 had opened to a much higher TRP of 19.75, and subsequently dropped to 15.07 and 10.33 by the second and third episodes respectively. On the face of it, KBC-3's ratings are not that bad. But given the huge expectations, the results have been disappointing, say media buyers. Starcom MediaVest Group's CEO (South Asia) Ravi Kiran said, "The ratings may dampen the mood of advertisers who were driven by perception. However, they won't affect advertisers looking for long-term gains."

STAR officials are attributing the not-too-dramatic start to unavailability of the channel in some CAS areas and TAM changes. "The show would have been more successful if we had reached out to all CAS homes. But lack of set-top boxes impacted our ratings. Secondly, TAM's expanded panel which includes several electricity-deficit cities — resulting in several homes being unable to watch the show," Star's president (ad sales) Paritosh Joshi said. STAR Plus had to settle down for an overall sponsorship of about Rs 130 crore with its 10 sponsors put together, compared with Rs 150 cr target.

Copyright 2007, Bennett, Coleman & Co. Limited. All Rights Reserved

Credited to: Anishma24

'SRK not as popular as Bachchan on KBC'

New Delhi, Feb. 3 (AP): Top Bollywood actor Shahrukh Khan's popularity as host of India's biggest TV show is no match for his predecessor Amitabh Bachchan, a news report said on Saturday.

''Kaun Banega Crorepati'' - based on ''Who Wants to be a Millionaire'' - was scrapped in January last year following film legend Bachchan's illness, but was revived last week with 41-year-old Khan at the helm.

The programme usually draws millions of viewers with huge money tied to advertising sales.

Star Entertainment India television channel restarted the show on Jan. 22, and a random survey shows that audiences have given Khan, one of the biggest Bollywood heartthrobs of the past decade, the thumbs down, the Hindustan Times reported.

The data compiled by India's Television Audience Measurement for the first four days showed a television viewership rating, or TVR, of 12.33. Bachchan, 61, had a bigger four-day audience in August 2005 with a 19.75 rating, the daily said.

The paper did not provide the margin of error, and the show remains India's most popular.

However, Star Entertainment India didn't agree with the findings.

The number of people ''reached '' on Khan's first day was 23 million compared to Bachchan's 18 million, Paritosh Joshi, the network's president in charge of advertising and distribution said, according to the Hindustan Times.

Joshi's figures are based on those who watched the gameshow for at least a minute.

The TVR, on the other hand, gives the number of people who sat through the hour-long programme.

''Kaun Banega Crorepati'' offers a cash reward of 20 million rupees (US$434,800; euro336,100) for correctly answering 15 general knowledge questions.

SRK looses round one of KBC

2007-02-03 12:25:14 Source : Moneycontrol.com

TAM numbers for the opening week of Kaun Banega Crorepati with SRK are in. It looks like Shahrukh Khan has lost out in round one, reports CNBC-TV18.

While Shahrukh's KBC debuted with a 12.3 rating the first episode of Amitabh Bachchan's KBC had garnered 19.75.

But there's good news for Star Plus as well. The channel's relative shares in the general entertainment category is up from 37.7 to 55.9 percent in the primetime in the 9-10 pm band in the KBC launch week.

A closer look at the TAM data for all four episodes last week, however, shows a dipping interest in the show after the opening episode.

Especially so on day three which was the 24th of January when KBC went head-to-head with the India-West Indies ODI in Cuttack. The show seems to have borne the brunt then, losing viewers to cricket.

http://www.moneycontrol.com/india/news/currentaffairs/tamkbc /srkloosesroundo/market/stocks/article/265343

Star gains, Zee share slips

TIMES NEWS NETWORK[ SATURDAY, FEBRUARY 03, 2007 02:14:39 AM>

NEW DELHI: KBC-3 may not have lived up to the rating standards set during AB's show, but here's one consolation for Star Plus. The channel has managed to take some wind out of its nearest competitor, Zee TV's sails in the prime-time channel share.

The current ratings have proved to be good enough for Star Plus to almost double its relative channel share from 37.7% to 56% in the HSM. While Zee TV slipped from 37.6% relative share to 21.5% relative channel share in the KBC week again in the HSM markets.

When contacted Star TV's president (ad sales) Paritosh Joshi said that the competition from Zee in the 9-10-pm slot has been put to rest with the TAM ratings coming through.

"Our channel share has gone up impressively and as far as the GRP's going down in comparison to the earlier editions of the KBC, its primarily because of the TAM peoplemeter having become wider and undergone changes along with the implementation of CAS in Mumbai and Delhi," he added.

Zee Network's senior vice-president Ashish Kaul admitted to the dip in TRP's for the 9 'o clock slot but added that the dent is only a temporary fluctuation.

"We have maintained our leadership in the 9-10 pm slot and one week's ratings don't say much. In fact, we expected the show to garner 25% more ratings," Kaul added.

So how is Zee combating this KBC-SRK competition? "We have no strategies as such because we are very well entrenched in this slot with new serials like Saath Phere and Kasamh Se which are poised to grow further," he said.

samidha.sharma@timesgroup.com

http://economictimes.indiatimes.com/Star_gains_Zee_share_sli ps/articleshow/1556702.cms

From Janurary 22 to Janurary 25

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