Has Satyamev Jayate failed from the advertising perspective?

Satyamev Jayete might be the talk of the town and the country, but certain trade reports insist that the show has failed at the advertising level!

One such recent report on Afaqs!, the highly respected trade site for news on the marketing and advertising industries in India, states that much against anticipation, Satyamev Jayate on Star Plus has failed to make it to the Top 10 shows list in the Hindi speaking market (HSM) for the week ended May 12, 2012. Instead, according to TAM's latest data, the much-touted property – garbed in Aamir Khan glory – has opened with a TVR of 3.02 on Star Plus to occupy the 12th spot in the most-watched show hierarchy.

It adds that from a hardcore buyer and advertiser's point of view, the show has failed in efficient delivery. “While the expectations were very high at the initial stage, the levels are much lowered now. And, if such a rating trend continues, then the expectations will significantly diminish. Evidently, this also means that advertisers will not be ready to pay such high premium on the property,” the report quotes a top media buyer.

However, it admits that that the show has managed to successfully create a brand of its own and therefore, from Khan's perspective, the show is a clear 'hot' success. It can be noted here, that earlier, Bollywood PR guru Dale Bhagwagar had pointed out that "even if the show doesn't grow in TRP ratings, it will eventually do a world of good to Brand Aamir Khan.”

The publicist had pointed out that “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," Dale had said, further stating that Aamir Khan has nevertheless earned a place in history for attempting a bold concept like this in a country mired with corruption, political infighting, scams and frauds.

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