time bomb overtakes kyuki

MUMBAI: Zee TV's latest launch Time Bomb continues to be in the news. The Ketan Mehta serial, which has already created waves, be it the starcast, heavy duty promotions or the legal clash with Twentieth Century Fox over copyright issues, is now laying claim to being a ratings success as well.

Zee TV has claimed that the opening episode of its weekly blockbuster thriller that aired last night (10-11 pm) scored ahead of even Star Plus' "big behen" soap Kyunki Saas Bhi Kabhie Bahu Thi. Of course, it is pertinent to note here that it is not TAM India data that has been used to generate the results obtained but aMap (Audience Map) ratings. It was in June 2004 that Audience Measurement and Analytics (AMA) announced the launch of online television ratings system aMap and Zee is their first client.

According to the aMap data provided by the channel, Time Bomb recorded 3.2 TVRs, ahead of Kyunki...'s 2.5 TVRs in the C&S 4+ Mumbai market.

Overall, Time Bomb stands second, behind the other Star Plus heavyweight Kahaani Ghar Ghar Kii, which scored a Mumbai high of 4.2 TVRs.

Additionally, Zee claims that Time Bomb helped it attain the maximum reach in Mumbai of 17.5 per cent, ahead of Star Plus' 15.9 per cent and Sony's 11.3 per cent. This was for the 10 pm band.

Commenting on the TVRs from aMap, Zee TV business head Abhijit Saxena says, "These figures are a clear indication that viewers are looking for a change and Ketan Mehta's thriller Time Bomb has been widely appreciated."

Saxena added, "We have recently launched shows like Sinndoor Tere Naam Ka and Sarrkkar and with a slew of programmes lined up in the coming weeks, Zee TV promises to be the market leader. Time Bomb, the first amongst the many upcoming weeklies of Zee TV, has further strengthened the Zee TV prime time band that now starts at 7:30 pm with Sinndoor Tere Naam Ka and continues till 11:30 pm with Kasshish a daily at 11pm."

I'll also post this in the TB forum....