Jassi TRP Article

Game show or shaadi this weekend? Nithya Subramanian New Delhi , Aug. 3 IT'S a Big Friday for broadcasters. This weekend, channels seem to be determined to keep you in your couches glued to the television screen. While Star Plus is attempting to cash in on the Amitabh Bachchan charisma with the final season of Kaun Banega Crorepati (KBC 2) starting Friday, Sony Entertainment Television is hyping up Jassi's wedding to Armaan in the popular serial Jassi Jaise Koi Nahin as a 'must attend' function on that very day. Even as media planners have said that the big shows are mainly to pull viewers to weekend television viewing, channels are leaving no stone unturned to get the audiences. Speaking to Business Line, Mr Ajay Vidyasagar, Senior Vice-President, Marketing and Communication, Star India, said, "For starters, we have tied up with fast food chains in several cities across the country and will ensure that 50,000-60,000 dinners are delivered on the opening night of KBC 2." Besides this, several on-ground and on-air promotions have been initiated for the show. For instance, the channel has also organised for special bus and auto rickshaw services in Mumbai. It will also send out SMS alerts to people during the day. In smaller towns, we will have some large-screens showing KBC, Mr Vidyasagar said. "To ensure that the Tamil belt is not left out, Star Vijay will also air the new show with some dubbed lines," he added. Sony on its part has maintained that Jassi's wedding was not to counter attack KBC 2. Mr Tarun Katiyal, Executive Vice President and Business Head, Sony, said that celebrity designers such as Neeta Lulla and Neelam Kothari to design Jassi's trousseau. "Besides, there will be performances by Indian Idol winners and Fame Gurukul participants," he added. Media planners said that even though the interest levels for KBC 2 is expected to be very high, Sony is trying to fragment the viewership with the Jassi wedding show. "However, we will have to see whether the show will be able to get the same level of viewer interest. The second round of the show Who Wants to Be a Millionaire in international markets did not attract the same kind of audience interest as the first round," said a Mumbai-based media planner.

But obviously, Star Plus is confident of the star pull of the Big B. "We have a channel share of 81 per cent compared with Sony's 12 per cent and Zee's 11 per cent," said Mr Vidyasagar. Sony, meanwhile, is hoping that the charm of Jassi will work.

From http://www.thehindubusinessline.com/2005/08/04/stories/20050 80402650800.htm