SET witnessing continued fall in ratings

MUMBAI: As far as the ratings go, Sony Entertainment appears to be in a bit of a slump at the moment. If Kahin Na Kahin Koi Hai, SET's matchmaking blockbuster show hosted by Bollywood screen siren Madhuri Dixit singularly failed to sizzle the charts for the channel, the start has been equally unimpressive for another big ticket programming initiative from the channel - the weekender Kya Hadsa Kya Haqeeqat.

The big budget serial from the Balaji stable that is costing Sony Rs 1 million per episode has failed to register on the Top 100 list. According to market research agency AC Nielsen's TAM ratings covering all cable and satellite homes (24 panels), for the week from 11 August to 17 August, Sony's highest rated show was the long running thriller series C.I.D. at 39 with 3.56 TVRs.

Even the Balaji dependables Kkusum and Kutumb have been steadily slipping. Kutumb was at 41 with 3.52 TVRs while Kkusum was at 42 with 3.51 TVRs. The only other show in the Top 100 for Sony was Heena at 89 with 2.72 TVRs.

Speaking about Kya Hadsa, Sunil Lulla, executive V-P - SET, said it was far too early to pass judgment on the show's performance. Lulla, while admitting that the channel's ratings had seen a dip in the last three months, was however, quite categorical that the present slump was just a blip on the radar for SET. Lulla maintained that the Kkusum, Kutumb franchises still had positive cachet with audiences and said that the tweaking in the programming already brought about for Kutumb, as well as what was planned for Kkusum, would show results in the coming weeks.

Lulla also expressed confidence that the slew of new shows that would be unveiled over the next few months would reinforce the message that there is freshness and excitement to be had on the channel.

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