On January 1, the colour of your TV screen will be red,” promised YRF TVs promotional campaign. The hype preceded the launch of a five show-package for the weekend slot on Sony, namely Powder, Mahi Way, Lift Kara De, Seven and Rishta.com.
Three weeks have passed since and the TRPs are far from encouraging and the YRF TV shows that cost the channel over Rs 50 lakh each in promotional expenses, have left viewers unimpressed. Advertisers aren’t showing interest either.
Karan Johar playing host on Lift Kara De didn’t get great reviews. The show opened at 1.3 and reached 1.4 over the next two weeks. Mahi Way, inspired by Sony’s previous hit, Jassi Jaisi Koi Nahin, is probably the only show showing some growth.
The ratings of Seven have come down from 1.1 to 0.9. Powder, despite a tight script rated just 0.5 and has since dipped to 0.3 and Rishta.com could only garner 0.6.
Danish Khan of Sony says, “We didn’t expect them to take a flying start but are hoping they will grow, slowly but surely.” Khan insists that the ratings that have been circulating are incorrect. Rubbishing rumours that Yash Raj Films plans to move into the weekday primetime slot, Khan says, “No show will be moved from its current slot.”
Karan Johar who received flak for Lift Kara De defends himself. “I’m more comfortable speaking in English. The concept of the chat show is novel and noble,” he says.