TV channels face the truth: reality shows are cut-throat
It could be a moment of truth for TV channels – literally – in the war of reality shows. Competition is so cut-throat, that the success of one high-investment show can be challenged with full force in a matter of weeks, if not days.business Updated: Jul 17, 2009 21:36 IST
It could be a moment of truth for TV channels – literally – in the war of reality shows. Competition is so cut-throat, that the success of one high-investment show can be challenged with full force in a matter of weeks, if not days.
Close on the heels of the much-hyped reality television show, Rakhi Ka Swayamvar at the end of June on NDTV Imagine, has arrived much-advertised show, Sachh Ka Saamna (The Facing of Truth), on Star Plus. Premiering on July 15 at 10.30 p.m., the show built on people being forced to tell the harshest truths of their lives managed to grip viewership
attention for the one hour it ran on its debut episode.
Significantly, with a rating of 3.4 per cent from aMap, the overnight TV viewership rating agency, it beat other channels as just a teeny 0.1 percentage point behind Rakhi Ka Swayamwar’s opening episode.
Dance India Dance, which opened recently on Zee TV, but before these two programmes, is the only other reality TV show that recorded a higher opening viewership rating of 3.6 per cent.
However, recently launched reality shows, Godrej Khelo Jeeto Jiyo, also on Star Plus, and Iss Jungle Se Mujhe Bachao on Sony, both game shows, saw much lower opening viewership interest at 0.8 per cent and 1.6 per cent respectively.
Amit Varma, CEO, aMap, said overall channel loyalty, marketing and the core amusement or curiosity in a show –all influence ratings.
“The Rakhi show, which was on the lesser-viewed NDTV Imagine (than the likes of Star Plus, Zee TV or Colors, all general entertainment channels) saw huge pre-launch marketing activity,” he said.
Anupam Vasudev, executive VP — marketing and communications, Star TV, added, “People are looking for differentiated content. So though Rajeev Khandelwal (Sachh Ka Saamna’s anchor) is not that big a celebrity, the theme is about you and me. It has concept and connect, a relatability that everyone can identify with. This is what attracts audiences” Sachh Ka Saamna garnered the highest time spent by its own viewing audience right through its run at 23.8 per cent, compared to other channels’ programmes during the same time slot on July 15.