Even though Aamir Khan's crusader talk show Satyamev Jayate has opened to a thunderous response on Star Plus last week, some industry analysts believe the superstar might find it difficult to sustain the hype and hoopla.
Beginning with eight sponsors, namely Airtel, AquaGuard, Coca-Cola, Johnson & Johnson, Skoda Auto, Axis Bank, Berger Paints and Dixcy Scott; Satyamev Jayate is said to be one of the most expensive TV shows on Hindi general entertainment channels, with costs per episode speculated to be running up to Rs 4 crore.
In its latest report, the Business Standard claims that despite much excitement and audience impact, Satyamev Jayate has got an average TV rating of 2.9 across the six metros in its debut episode.
“The show’s ratings are lower than other celebrity-hosted reality shows. For instance, Sony’s Kaun Banega Crorepati Season 5 had opened with a TVR of 5.24, while Shah Rukh Khan’s Kya Aap Paanchvi Pass Se Tez Hain opened around 4. Akshay Kumar’s Khatron Ke Khiladi got 4.4 while Salman Khan’s Dus Ka Dum fetched 2.2,” states the report, quoting a media buyer on the condition of anonymity.
The report also quotes an executive from a rival channel claiming that advertisers may be disappointed as sponsorship and spot rates were sold at a premium.
Bollywood PR guru Dale Bhagwagar points out, "Even if the show doesn't grow in TRP ratings, it will eventually do a world of good to Brand Aamir Khan. The actor has connected with urban as well as rural audiences and the show has already been hailed as revolutionary."
"Of course, the most sensible move would be to drastically cut down on production budgets, so that it becomes more viable for its advertisers," analyses the celebrity publicist. "Nevertheless, Aamir has earned a place in history for attempting a bold concept like this in a country mired with corruption, political infighting, scams and frauds," adds the PR specialist.
Meanwhile, Satyamev Jayate is said to be trying to recreate the enthusiasm for the Sunday morning time slot, which once upon a time belonged to the extremely famous Ramayana and Mahabharata on Doordarshan.
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