Aamir Khan's ‘Satyamev Jayate’ flounders in TVR race
Saturday, May 12, 2012 2:22:28 PM (IST)
Rajesh Kumar Singh, Bollywood Trade Editorial
After the much hype and hoopla all through the week and a whole lot of assiduously circulated positive stories in the media, the bitter and biting truth seems to have won. Satyamev Jayate.
It may not be to the liking of the numero-uno star, producer, director, actor, and the first time TV crusader Aamir Khan. The first episode of his show has got an average TV rating of 2.9 in the six metros (including Hyderabad and Bangalore). This is nowhere near the other celebrity driven shows like ‘Kaun Banega Crorepati’ that had a 5+ TVR in its fifth season. But for the TVR of 3.8 in the Hindi belt, the ratings may have been lower. Aamir Khan has been beaten hollow in the TVR race by Amitabh Bachchan, Shahrukh Khan, and Akshay Kumar and has somehow been able to match Salman Khan’s record in ‘Dus Ka Dum’.
The show did not even perform well vis-à-vis the other programmes on the nine channels that carried the feed including Doordarshan and registered around 0.5 TVR. Here again, Star Pravah saved the day for it.
It can be argued that the show has not done badly considering its Sunday morning slot and the seriousness of its content. If it is so why were the spot rates sold at such a high premium? The advertisers are bound to rue their decision to climb on to Aamir Khan’s back to promote their marketing cause. It also is the most expensive show ever produced costing the channel over 4 crores per episode. Somebody is getting rich and more than the cause it’s the celebrity who hogs the limelight proving the old advertising ‘gyan’ right that celebrity endorsements are generally counter-productive.
The advertisers are now faced with the big dilemma. If the show delivered them lower than the expected TVRs for the over-hyped first episode, what happens now after the initial media brouhaha calms down?
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Tags : Aamir Khan, Satyamev jayate, Salman Khan, Aamir Khan, Akshay Kumar, Shahrukh Khan, Amitabh Bachchan