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KBC 3 creates new record
Following its cracking opening-week performance, KBC 3 with Shah Rukh Khan as host, has reached 47 million viewers in the second week, which is ten million more than the show's first week reach of 37 million individuals. The show opened with 12.3 TVRs and for the first week it delivered an average TRP of 9.7. For the second week, according to TAM Media Research data, KBC got an average TRP of 9.1. In comparison KBC 2 which was a weekend show had opened with 19.75 TVRs and reached 18 million individuals. "These are historic numbers," says Star India's Vice-president Ajay Vidyasagar. "In the history of satellite television in India no show has delivered such eyeballs and achieved such widespread reach in just two weeks." Vidyasagar says KBC 3 is a much bigger success and apart from the content the Shah Rukh Khan factor has clearly swayed the mass audience in its favour. "It is a sign of good content winning, maturing of audience in the cable & satellite homes and the increased reach of satellite television besides of course SRK effect which is showing clear signs of picking up further in coming weeks. People are beginning to love him for his warm, breezy, funny and tongue-in-cheek humour and style of anchoring," says Vidyasagar. What's more, in two weeks spread over eight episodes, KBC has also racked in Rs. 24 crores in advertising revenue. Besides raking in mega bucks in ad sales, the show has also taken STAR Plus' 9 to 10 pm slot to a new high. Before the launch of KBC it was a neck-to-neck fight between STAR Plus and Zee in the 9 to 10 pm slot with STAR's channel share at 17 per cent against Zee's 16 per cent. In two weeks the game show has helped the channel increase its share from 17 to 31 per cent while Zee's share has gone down to 14 per cent. Ever since the first week's TRP figures were released by TAM on Friday last week, there has been a constant comparison between SRK's KBC and that of Bachchan's KBC 1 and KBC 2. The comparison is clearly aimed at gauging whether SRK's KBC is a hit or flop over that of Bachchan's two seasons. But such a comparison is not only unfair but also unjustified simply because the whole market reality and reach of satellite television has undergone a sea change in the past seven years. Much water has flown under the bridge between July 2000 when the first edition of the show was launched and January 2007 when the third season of the show with SRK opened. To understand the TRP numbers in proper perspective one needs to understand the cable and satellite television's growth in terms of reach, market, audience profile and time spent on show/s as well as the changes in the size of the sample size, geographical spread and methodology used by TAM to calculate TRP numbers.
For instance, between 1997 and 2002 the panel size (number of PeopleMeters) was 3200 but post- National Readership Survey (NRS) 2002, the panel size was increased to 4800 covering all cities, regions and towns with one lakh-plus population. Post-NRS 2005 which had thrown up drastic changes in market reality, the panel size has been increased to 7000 PeopleMeters, covering 151 cities from the earlier 73. In 2000 there were 25 million cable and satellite homes. KBC 1 which opened with 10.7 TVRs was watched by about nine million viewers. In 2005 there were 45 million cable and satellite homes and KBC 2 reached 18 million viewers in the opening week. Today there are 65 million cable and satellite homes and KBC reached 37 million viewers in the first week and 47 million in the second week. "There is no denying that KBC 3 has got more eyeballs but that's also because the reach of satellite television has increased substantially, nearly three times the number in 2000," says TAM Media Research's Corporate Communication Manager Siddhartha Mukherji.
Following its cracking opening-week performance, KBC 3 with Shah Rukh Khan as host, has reached 47 million viewers in the second week, which is ten million more than the show's first week reach of 37 million individuals. The show opened with 12.3 TVRs and for the first week it delivered an average TRP of 9.7. For the second week, according to TAM Media Research data, KBC got an average TRP of 9.1. In comparison KBC 2 which was a weekend show had opened with 19.75 TVRs and reached 18 million individuals. "These are historic numbers," says Star India's Vice-president Ajay Vidyasagar. "In the history of satellite television in India no show has delivered such eyeballs and achieved such widespread reach in just two weeks." Vidyasagar says KBC 3 is a much bigger success and apart from the content the Shah Rukh Khan factor has clearly swayed the mass audience in its favour. "It is a sign of good content winning, maturing of audience in the cable & satellite homes and the increased reach of satellite television besides of course SRK effect which is showing clear signs of picking up further in coming weeks. People are beginning to love him for his warm, breezy, funny and tongue-in-cheek humour and style of anchoring," says Vidyasagar. What's more, in two weeks spread over eight episodes, KBC has also racked in Rs. 24 crores in advertising revenue. Besides raking in mega bucks in ad sales, the show has also taken STAR Plus' 9 to 10 pm slot to a new high. Before the launch of KBC it was a neck-to-neck fight between STAR Plus and Zee in the 9 to 10 pm slot with STAR's channel share at 17 per cent against Zee's 16 per cent. In two weeks the game show has helped the channel increase its share from 17 to 31 per cent while Zee's share has gone down to 14 per cent. Ever since the first week's TRP figures were released by TAM on Friday last week, there has been a constant comparison between SRK's KBC and that of Bachchan's KBC 1 and KBC 2. The comparison is clearly aimed at gauging whether SRK's KBC is a hit or flop over that of Bachchan's two seasons. But such a comparison is not only unfair but also unjustified simply because the whole market reality and reach of satellite television has undergone a sea change in the past seven years. Much water has flown under the bridge between July 2000 when the first edition of the show was launched and January 2007 when the third season of the show with SRK opened. To understand the TRP numbers in proper perspective one needs to understand the cable and satellite television's growth in terms of reach, market, audience profile and time spent on show/s as well as the changes in the size of the sample size, geographical spread and methodology used by TAM to calculate TRP numbers.
According to Mukherji, comparison is based on individual perception. "Comparison was bound to happen because KBC was synonymous with Bachchan. The first week was a testing time for Shah Rukh. It took him some time to warm up and connect with viewers who were used to watching Bachchan as the host," says Mukherji. "But the industry was interested in knowing how SRK's KBC opened and whether it is a hit or flop. There are 100 factors that determine TRPs which in turn determine the fate of a show and one week is too short a time to pass a definite verdict. But people were in a hurry to judge it." TRPs, according to Siddhartha, are determined by reach and time spent. "But there is no doubt that KBC has reached more viewers," he adds. Thus when it comes to getting eyeballs KBC 3 has scored a clear victory over the previous two seasons of the show.
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