YRF Shows - Not Impressive enough ? - Article

MUMBAI: The high voltage buzz that the Sony-YRF partnership created just before the launch of its new shows seems to have had only a lukewarm impact on the channel's viewership base.

While the top celebrity driven and Karan Johar-hosted reality show, Lift Kara De, opened with a TVR of 1.3 (1 January, Friday), it managed to garner a TVR of 1.4 on its second day (2 January). The one-hour show is aired on Fridays and Saturdays at 8 pm.

"The show cannot be judged on its initial ratings as it accommodates a variety of stars, each with a different set of fan following," says a senior Sony executive on request of anonymity.

Seven, the sci-fi product from the YRF TV pocket, opened with a TVR of 1.1 (Friday, 9-10 pm), while fiction show Mahi Way opened with 0.9 (Saturday, 9-10 pm), according to Tam, (HSM, C&S 4+).

"Seven has a lot of mystery elements in it which is yet to be revealed. In the long run, the show will eventually pull in a loyal audience base with a lot of heavy viewing," says the executive.

The source further reveals that while Sony was anyway expecting a slow start because of the "differentiated content" and "experimentation", it was yet disappointed to some degree with the performances as it anticipated a healthier start.

The YRF shows will have to win against tough competition. The top trio ( Colors, star plus and Zee TV ) have very strong fiction shows running on their channels. And on top of that, Zee TV has Dance India Dance Season 2, which is clocking a TVR of 4 plus for the channel (Friday-Saturday), while Star Plus' Music Ka Maha Muqqabala gets around 3 TVR.

The article is from, Indiantelevision.com