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Fear is good for Colors in TV war

business Updated: Sep 09, 2009 21:54 IST
Anita Sharan

The old saying from the movie Wall Street was “Greed is good.” Folks at Colors, the joint venture between Viacom and TV18 in a neck-and-neck race with Rupert Murdoch’s Star India, could well say, “Fear is good.”

Khatron Ke KhiladiFear Factor 2, the second season of the reality show anchored by Bollywood action hero Akshay Kumar and featuring minor showbiz celebrities, opened to a viewership of 2.9 per cent of the total cable and satellite viewership (not counting South) on Monday in the defined 9 pm to 10 pm.

prime-time slot. That is high in the fragmented game. The second day was even better at 3.7 per cent.

The opening, according to a Map, the overnight TV viewership rating service, was 70 per cent higher than the 1.5 per cent opening episode viewership of the show last year. The first season never exceeded a rating of 2 per cent.

But notably, Khatron Ke Khiladi 2’s opening could not shake rival Star Plus and Zee TV’s half-hour shows in the same time slot. Star Plus’ Bidaai and Yeh Rishta Kya Kehlata Hai recorded a viewership rating of 5.3 per cent and Zee TV’s Pavitra Rishta and Agle Janam Mohe Bitiya Hi Kijo notched up a 4.9 per cent viewership.

“The number of viewers enjoying this show has almost doubled this year and stands at a very encouraging number of nine million that walked in as the show began,” said Ashwini Yardi, programming head at Colors.