Planners happy with Satyamev’s 4.9 TVR

17 May,2012

By Meghna Sharma

 

Star India’s much discussed show Satyamev Jayate which premiered across nine channels – Star Plus, Star Pravah, DD National, ETV, Star Utsav, Vijay, Star Jalsha, Star World & Asianet – on May 6 got a rating of an average 4 TVR for the CS4+ in the Hindi speaking markets and an average of 4.9 TVR for the All 4+, according to the TAM viewership data.

 

The media planners are happy with the TVR of 4 and feel that it’s a good start for the show at the morning slot. “With Aamir Khan hosting the show and the whole secrecy about what the show is going to be, the show got its viewers. The slot worked too, as the repeat telecast has got a lower TVR than the morning slot. However, I was expected a rating of 5. In the metros the show has done extremely well but one cannot rule out DD’s reach too,” said Mona Jain, CEO, VivaKi Exchange.

 

The show which marks the entry of Aamir Khan on the small screen does not fall into the typical ‘entertainment’ genre. The content is serious; however, it didn’t stop people from watching. The show reached 27 million people (All4+ category).

 

“It’s a good TVR for a show at a Sunday morning time slot. But we’ll have to wait and watch if the show will be able to maintain it. However, without a doubt, one can agree with the fact that the time slot has worked for both the show as well as the channel,” said Jai Lala, Principal Partner – Exchange at MindShare.

 

Agreeing with Mr Lala, Anil Sathiraju, Mudra Max Media, Head – South, explained that the 11am time slot on weekends is much better today: “The opening TVR for the show is 4, so it’s that context it might be around 3.2 or 3.4 in the coming weeks which will help the channel be on the top slot.”

 

Sundeep Nagpal, director, Stratagem Media, predicted that the show might get a rating between 3.2 to 3.7 on Star Plus. According to TAM, it was able to get a rating of 3 on the channel: “It is unfortunate that the show got a rating of only 3. Social transformations cannot happen with a TVR of 3; it needs much more than that. It is a good property which advertisers should be happy to be associated with.”

 

“For a show of such caliber and content, marketers should associate with it because it means quality viewership rather than the numbers,” said Mr Sathiraju.

 

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