KBC must play it safe- An article

It is not that media experts didn't caution that this was likely to happen, but KBC-SRK numbers have dipped as weeks have gone by.

TAM Media Research shows that for the (cable & satellite) C&S, aged four years plus in the Hindi speaking markets, KBC opened at an average television rating point (TRP) of 9.85, the highest for any show on television, at present.

This dropped to 9.07 in the following week, falling further to 8.36, 8.62, 7.25, 7.64 and finally to 7.05 in the latest TAM week (the week ending March 10, 2007).

On the face of it, this is not good news for KBC-SRK and many media experts have pointed this out. MindShare Fulcrum's GM Himanshu Shekhar is clear that any number between the 8 to 10 TRP mark, is good for the show.

Now with the numbers dipping, at least one section of the industry believes that this is below expectations.

Still a top show

On the other hand, Lodestar Universal's Nandini Dias is clear that so long as KBC-SRK is among the top shows on television, it is doing well.

When seen in that light, KBC-SRK numbers have always found place in the top shows — in the latest week two episodes featuring in the top 10 itself.

The other shows here are 'Kyunki Saans Bhi Kabhi Bahu Thi' and 'Kahaani Ghar Ghar Kii'.

Ratings indicate that KBC-SRK, even in a downward slope, has settled in a wave pattern that means that every alternate week, STAR Plus and advertisers have either something to look forward to, or something to worry about.

Shekhar believes that the specials on the show, whether Republic Day special, Valentine special or Holi special, will give the show enough numbers to maintain a good average. The ratings, so far, vindicate that — Holi special rating a huge 9-plus.

Primetime slot

KBC-SRK has allowed STAR Plus to maintain its lead in primetime. More importantly, the 9 pm slot, where Zee TV's 'Kasamh Se' and 'Saath Phere' were giving STAR a tough time, again see STAR's dominating.

However, from a cost point of view, some media experts opine that the show is a concern. Maxus' MD Ajit Varghese stated, "For the money charged for the show, these numbers aren't good enough. The ratings can dip going further and if that happens, it can be a lot of problem."

So far, the boat is still sailing for the show. However, STAR India and SRK sure have to pull some smart ones to ensure that the situation remains so.
A few more weeks and some more dips and the game may just be over.

RISE AND FALL

KBC opened at an average of 9.85. This dropped to 9.07 in the following week, falling further to 8.36, 8.62, 7.25, 7.64 and finally to 7.05 as on the week ending March 10.