Yash Raj TV shows sputter, advertisers unhappy

Yash Raj Films' TV shows sputter, advertisers unhappy

Yash Chopra's small-screen debut with YRF TV on Sony Entertainment Channel has met with lukewarm response from viewers. Of the five shows Chopra launched, the reality show Lift Kara De, hosted by Karan Johar, and action thriller show Seven, hit the tube on January 1; their viewership ratings are 1.3 and 1.1, respectively.

According to TAM Media Research, the third show, Mahi Way, which first aired on January 2, has a 0.9 rating between 9 pm to 10 pm. "The ratings have been disappointing. And, there is no scope for the ratings to grow in the weeks to come," said a key figure from a media buying agency.

During the same time band, (8 pm to 9:30 pm), other general entertainment channels like Zee and Star Plus witnessed ratings between 2 and 5.5. For instance, Star Plus' Sajan Ghar Jaana Hai (8:30 pm to 9 pm) on January 1 had a viewership rating of 3.1, while Zee TV's Jhansi Ki Rani had a rating of 3.8 on January 1 between 8 and 8:30.

Also, during the time band when Mahi Way was introduced, a show on Star Plus Music, Ka Maha Muqqabla, had a viewership rating of 3 (9 pm to 10:30 pm).

The initial ratings are certainly a cause for concern among advertisers who have bet high. Each of the four fiction shows have a sponsor on board for almost Rs 2 crore each. Advertisers had high hopes for the 20-week celebrity show, Lift Kara De, since the 10-second ad spots were estimated to deliver viewership ratings in the range of 3-4, according to sources. "It's too early to comment on what advertisers will do now. We will consider data of the first two weeks before taking a call," said H Vishwanath, National Trading Head, MediaEdge.

Experts believe the low viewership rating could be due to lack of effective promotion. "Viewers were laoded with promos of too many shows. The channel and production house should have planned the promotion in a phased manned. communicated about one show, built on it before its TV lauch," said an executive from GroupM.

http://www.business-standard.com/india/news/yash-raj-films%5C-tv-shows-sputter-advertisers-unhappy/382052/

What?😲

Only the first epi has been aired i am sure Mahi Way will do well......i really dont want Sony to stop airing this show .......i loved it 😛

I suppose Indian public is not ready for innovative programming, thats prob. why, saas bahu crap is still higher in the ratings

Originally posted by: fungrl

I suppose Indian public is not ready for innovative programming, thats prob. why, saas bahu crap is still higher in the ratings

Originally posted by: fungrl

I suppose Indian public is not ready for innovative programming, thats prob. why, saas bahu crap is still higher in the ratings<br>

Exactly.....now if Mahi's SAAJAN way was the title of this show, MAYBE it would get more viewers 🤣

When will the indian audience broaden it's horizons?? *sigh*

india's still not over wid boring saas-bahu hype :(
man mahi wayy rocksss...& those who dnt watch it dnt know wat they r missingg

they should air it not on weekends, but weekdays betn the same timings, and see the TRP..