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HindustanTimes Fri,19 Dec 2014

Satyamev Jayate, reaching far and wide

Kavita Awaasthi, Hindustan Times  Mumbai, May 28, 2012
First Published: 12:21 IST(28/5/2012) | Last Updated: 14:11 IST(28/5/2012)

Four episodes in, Aamir Khan’s debut TV show, Satyamev Jayate, has touched people all over the country. Though it began at a modest 3.1 TVR in the first week, it went on to generate a TVR of 3.7 in the second week, reaching 27.8 crore people in India.

The show is also generating a lot of awareness in the social media space. While the pre-launch campaign on digital platforms reached about 8.2 crore people, since the launch, the show has caught the attention of 1.25 crore Twitter users (75 per cent of the user base).

It has been trending on the micro-blogging website over the last four weeks with each topic — female infanticide, child sexual abuse, dowry and medical malpratice — creating buzz.

On Facebook, it has reached out to 1.4 crore users and garnered 10 lakh fans already, which is higher than the IPL that added 11 lakh fans in three years and KBC that added four lakh fans.

The show has received 1 crore hits on YouTube, with over 20 lakh votes of support and over Rs. 1.1 crore in donations (including the contribution of Reliance Foundation) for two episodes.

Uday Shankar, CEO Star India, says, “Satyamev Jayate has generated unprecedented buzz and impact. While it’s true that at the start, the conversations were around Aamir and the show, online trends show that post the episode, conversations have moved towards the issue and ‘real action’, signalling the stirrings of a movement.”

He adds that the power of the medium and the message is working, touching hearts and awakening change. “It’s one of the few individual events (media or otherwise) to trend on Twitter for two days with such high levels of conversation. The Internet is a people’s medium and this show has become the people’s brand. This level of impact is not something you can predict or plan for.”

Satyamev Jayate’s digital impact

Viewership
* 27.8 crore people in first

Two episodes  
* 3.1 first week ratings
* 3.7 second week ratings

Facebook 
*  Ten lakh fans  
* 1.4 crore users reached

Twitter
* 1.25 crore Twitter users reached 
* Trending on Twitter for four consecutive weeks

YouTube
* 1 crore video views

SMS
* 20 lakhs votes of support received

Donations
* Rs 1.1 crore in donations (including contributions from Reliance Foundation)

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