Day 3: KBC III loses plot, audience

MUMBAI: While Star Plus' big gamble - Kaun Banega Crorepati with King Khan, started off on a steady note, it has shown signs of slipping barely three days into the week.

According to aMap data, the overnight TV rating panel, KBC III, which debuted on Monday has witnessed a steady decline episode on episode. While the show initially got off with a 5.3 television rating (TVR) start, almost doubling its channel share in the 9 - 10 pm slot, the second episode saw the show slip to 4.8 TVR. What is interesting the third day, witnessed a steeper decline of ratings, the show garnering only 3.5 TVR. "We do not subscribe to aMap ratings, and will wait for the TAM ratings to judge the performance of the show," a Star spokesperson said.

The slot share which accelerated from 12.4 to 24.2 on Monday has come down to 15.4 on Wednesday. However, Zee TV, which is supposed to have supremacy over the 9 - 10 pm slot also didn't gain by KBC's loss. In fact, Zee also suffered with its 9 - 10 pm slot moving from 2.8 TVR on Monday to 2.4 TVR on Tuesday and down to 2 TVR on Wednesday.

Media planners attribute the Wednesday decline in ratings to cricket, which is where eye-balls must have flocked during 9 - 10 pm, as the match took some sharp turns then. However, Tuesday's dip in ratings still seem have no rationale. According to Group M national director, central trading group, Lakshmi Narasimhan, "The ratings dip indicates that the additional audiences that came on to the time band to sample, are dropping off. These viewers are essentially light TV watchers and are normally difficult to reach."

Another point in note was made by Starcom South Asia CEO Ravi Kiran: "The fact that there is nothing new in format, coupled with the fact that Shah Rukh Khan is still uncomfortable and Star seems to be counting on his presence rather than his performance. For ratings to spruce up, the show formats need to be fiddled with and SRK needs to be in his acting avatar."

The novelty of KBC per se seems to have got diluted according to media professionals and with the wide range of emerging entertainment options coupled with the fact that TV viewing also coming down, holding audience attention is a lot more challenging task.

The first week of KBC has traditionally had the most impact in terms of reach and ratings, and hence if the show does not manage to sustain it in the first week, the road ahead is going be quite rough.

Also, given the fact that cricket which had made a comeback, will be strong counter for KBC at all points, and the given format may not be able to withstand such competition.

On the other hand, day three of KBC which clocked a 3.5 rating is still higher that what the 9 - 10 pm slot was garnering pre- KBC which stood at 2.75. So, to say that the channel has not gained would be unfair. Zee's rating for the slot have also dropped, so clearly audiences have moved, but there does not seem to enough stickiness to ensure larger sampling of the show.

sonali.krishna@timesgroup.com