Sony as GEC #1? I don’t speculate, says biz head Sneha Rajani

07 Nov,2011

The phase three to four weeks from now could be an interesting period for the GEC industry. Mainly because Sony, having tasted success with KBC and a couple of fiction shows (Bade Achhe Lagte Hain and Kuch Toh Log Kahenge), is all geared to topple Star from its No 1 position.  Colors is not too far behind; in fact both Sony and Colors have locked horns at the second position, on 236 GRPs. Colors’ Bigg Boss opened with 4.3 TVR and the general sense is that the show hasn’t delivered as per expectations, especially after a high-octane marketing activity.

 

For Sony, it’s an opportunity to get to the top. The channel is launching two new shows – Dekha Ek Khwaab and Parvarish – in prime time, replacing KBC. It is clear that the channel is betting big on fiction again. Several attempts have been made in the past but none has worked out well until the channel’s recent hit – Bade Achhe Lagte Hain.

 

If the two new fiction shows (Dekha Ek Khwaab starting November 21) succeed in its plan to become household names, we might see a new genre leader. The channel has tasted success in the ’90s, but that was some time ago. The focus for now is on the present and the leadership team is hoping to make the most of this opportunity.

MxM India’s Rishi Vora speaks to Senior VP and Business Head Sneha Rajani on expectations from the new movements.

 

Q: What are your expectations from the new show ‘Dekha Ek Khwaab’ on the ratings front?

I never speculate.

 

Q: At least tell us what you’re expecting from it on the launch day, or the first few weeks so to say…

Obviously, since we’re launching the show, we expect the numbers to be good.

 

Q: Do you expect it to match the kind of viewership KBC has produced, to keep that momentum going?

Absolutely not! That is not our expectation. And it would be foolish to think that immediately at launch, it’ll deliver the kind of numbers KBC has. That would be a very false expectation to set.

 

Q: Why would you say so?

KBC is a popular show, it has been around for a while and it has created a special interest among the viewers across India. For our new fiction show, to expect it’ll deliver or match up to the popularity of KBC, would be asking for too much, honestly.

 

Typically fiction takes time to settle down as against reality formats which have the ability to spike up the ratings of the channel at launch at the start.

 

Q: Which means the GRPs is likely to see a dip in the coming few weeks?

Yes, there will be a drop in GRPs post KBC. At least for some time till the fiction shows settle down.  But, that’s as per plan.

 

Q: When do you see Sony becoming the No 1 channel in the GEC line-up?

Like I said, I don’t like speculating. I don’t think we are going ahead with the strategy fixated with the idea of being No 1. We are going ahead with the plan to focus on fiction. Bade Achhe Lagte Hain and Kuch Toh Log Kahenge have delivered the goods, and I’m sure Dekha Ek Khwaab and Parvarish – our two upcoming shows will also do well in primetime.

 

Q: What is the split ratio you like to maintain between reality and fiction?

Fiction 80. Reality 20.

 

Q: You’re No 1 in the prime-time band. And all it takes to be No 1 overall is just one good show, because as far as your current standing goes, you’re just 30-35 GRPs behind Star.

Yes, the gap is not very big. And it is our endeavour to get there.

 

Q: Three months is a decent time to get there.

I will not speculate on three months or six months. As long as we get there, I will be happy.

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