Indian Television Article: Saathiya in top 10

Indiantelevision.com Team

(20 October 2010 10:30 pm)

MUMBAI: The grand old man of Bollywood is proving his magic yet again on television. Amitabh Bachchan has anchored the fourth season of Kaun Banega Crorepati to explosive numbers, making it the top-rated show among the Hindi general entertainment channels (GECs) and aiding Sony Entertainment Television (Set) to race to the third spot ahead of Zee TV.

On the launch day, the one-and-a-half hour episode of KBC 4 fetched a TVR of 6.2 in the Hindi speaking markets (HSM).

Surpassing the opening day ratings of all the reality shows launched in recent times, KBC 4 managed an average TVR of 5.3 for the whole week.

Says an elated Bachchan, "I am humbled and delighted with the performance of KBC. These numbers show that we have managed to touch a chord with the 'aam aadmi'. It is especially gratifying that it has brought whole families together across the entire country. Only a few days back, a viewer wrote to me saying after so many years, three generations of her family – she, along with her teenage daughter and mother-in-law - all watched television together, thanks to KBC."

Master Chef on Star Plus and Rakhi Ka Insaaf on Imagine TV, the other two celebrity-driven reality shows launched during the week, managed only 2.6 TVR and 1.9 TVR respectively.

"The first week ratings are pretty encouraging. The fact that viewers are glued for the whole week is very good news for us," says Set business head and EVP Ajit Thakur.

Sony, in fact, has edged out Zee TV with 221 GRPs (gross rating points) for the week ended 16 October, according to Tam data.

Zee TV mopped up 178 GRPs, prompting industry experts to believe that Sony has a high possibility of staying at the third spot at least till KBC gets over. The channel has signed Bachchan for nine weeks (36 episodes).

KBC, in fact, has had more punching power in the opening week than all the major shows launched recently. Bigg Boss 4 on Colors had opened to a 4.8 TVR, but the average ratings fell to 3.15 TVR and 2.27 TVR in the first and second week respectively.

The debut episode of Khataron Ke Khiladi x3 had clocked a 5.5 TVR, but the first week ratings stood at 4.4 TVR.

Among the different age demographics, KBC's ratings from 4-14-year-olds stood at 5.8 TVR, lower than the 15-24 age group which had a TVR of 7.1.

Among the 25-34-year-olds the TVR stood at 5.3, while the TVR was 6 for the 35-44 age group, 7.4 for 45-54 years and 6.2 TVR for audiences over 55 years.

The modest ratings of Master Chef, however, won't hurt Star Plus (361 GRPs), which is leading the flock with a 100 GRP gap over Colors (261 GRPs). Star Plus' four shows – Pratigya, Bidaaii, Sathiya Saath Bibhana and yeh Rishta – are among the top 10 shows during the week, and all of them have ratings of over 4.3 TVR.

Meanwhile, Colors' flagship fiction, Balika Vadhu, is knocked out of the top 10 shows. The channel now has three shows – Uttaran (4.4 TVR), Bigg Boss –Aakhiri Salaam (4.17 TVR) and na Ana Iss Desh Laado (3.99 TVR) - in the list of top 10.

Zee TV has lost some ground as it has only one show, Pavitra Rishta (4.93 TVR), among the top 10.

A quick look on the other GECs: Sab is fifth with 99 GRPs (109 GRPs in prior week), Imagine with 81 GRPs (from 75 GRPs) takes the sixth spot, followed by Star One (38 GRPs), and Sahara One (25 GRPs).