Can Big B create Magic For Sony

Hello World,

Big B is coming back as the host of the fourth season of the decade old Kaun Banega Crorepati (KBC).  And this time it will be on Sony Entertainment Network and not the News Corp-owned Star Plus.

Sony is currently lagging at fourth place amongst Hindi general entertainment channels, behind Star Plus, Zee TV and Colors. Sony will be hoping the Big B can do for the channel what he did for Star Plus a decade ago – propel it to the top of the charts.

According to TAM Media Research (TAM), the first season of the property that had run for 270 episodes had an average television viewership rating (TVR) points of 14.1 while the average for the second and third seasons (the third was hosted by Shah Rukh Khan) dropped to 11.1 and 6.8 TVR points, respectively.

The big question: Can Big B create magic for Sony like he did for Star Plus. Well I am skeptical this time . My reasons are:

  • When KBC launched first it was the first reality show on television and the Big B’s first TV appearance as a host of the show. The concept of reality show and appearance of big star such as Big B was unique to Indian audiences. I am afraid that this time around Sony is failing to create the buzz
  • The success mantra of realty shows is to provide content that appeal to masses, offer something unique and fresh each day to avoid boredom. According to media reports With KBC, Sony TV  is looking to bring huge changes in the format. But how far it can go is a matter of conjecture, given this is an international format licensed from Celedor, a UK-based TV production firm.  In the past also KBC did not offered anything new to the audience in the last two seasons.According to TAM Media Research (TAM), the first season of the property that had run for 270 episodes had an average television viewership rating (TVR) points of 14.1 while the average for the second and third seasons (the third was hosted by Shah Rukh Khan) dropped to 11.1 and 6.8 TVR points, respectively.
  • Looking at the kind of investment Sony is making on KBC I expect that the show will be telecasted in  prime time (8:30-10:30)  when the ad rates are highest.  The problem here is the prime slot is already booked with number of highly popular tele serials. Just have a look at the TRP ratings as of 11th August 2010

(1 ) Zee TV    2100-2130  – Pavithra Rishta
(2)  Colors    2200-2230   – Uttaran
(3)  Colors    2230-2300   – Naa Aana Iss Des Laado
(4)  Zee TV    2000-2030  – Jhansi Ki Rani
(5)  Zee TV    2130-2200  – Agle Janam
(6)  Colors    2130-2200   – Laagi Tujse Lagaan
(7)  Zee TV    2030-2100  – Yahaan Main Ghar Ghar Kheli
(8)  Colors    2030-2100   – Bairi Piya
(9)  Zee TV    1930-2000  – Choti Bahu
(10)  Star Plus    2100-2130 – Bidaai –

These TRPs tells the whole story behind the desperation Sony is facing.  All the soaps listed above are well established.  It will be very hard for Sony to get the share from this pie. The only positive that Sony can take from here is that not a single show is reality based

Sony for its part hasn’t had much success in the past with such shows. Madhuri Dixit hosted Kahin Na Kahin Koi Hain, Govinda hosted Jeeto Chappar Phaad ke and Salman Khan hosted Dus Ka Dum, but none could set the fire

I am quite sure that executives in Sony must be counting on the charisma of Big B to create Magic for Sony.

Good Luck Sony

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