Television

Sony makes headway with 'Fame Gurukul' in 8:30 - 9 pm slot

MUMBAI: Sony's reality soap opera Fame Gurukul may not be anywhere near working wonder numbers which its predecessor Indian Idol did, but it is on a slow upward curve.

And it is waking up a dead slot on the channel. Aired at 8.30-9 pm, the show has moved up from its debut rating of 1.4 TVR in week 27 to 2.2 TVR in week 32 (HSM; CS4+) according to Tam data. This is still far below industry expectations. But the slot was clocking an average rating of 0.8 TVR prior to the launch of the show.

Sony had to battle against Star Plus' four-year running blockbuster soap Kasautii Zindagi Kay. Earlier efforts with Ayushmaan had flopped miserably. With Fame Gurukul, the channel is trying out a counter programming strategy. As it has done with CID Special Bureau and Crime Patrol post 10 pm.

Explains Sony's EVP and business head Tarun Katial, "The effort of Sony has always been to provide differentiated content. Fame Gurukul is a classical example of counter programming whether one looks at style, treatment or genre as well as reality TV Vs a daily soap. The attempt has also been to expand the category and bring in new viewers."

The performance of Fame Gurukul has seen some growth (see table below).

Fame Gurukul's performance till date



Show                  Period      TVR       Slot

Fame Gurukul    Week 27    1.4    8:30 - 9 pm

Fame Gurukul    Week 28    1.3    8:30 - 9 pm

Fame Gurukul    Week 29    1.8    8:30 - 9 pm

Fame Gurukul    Week 30    1.9    8:30 - 9 pm

Fame Gurukul    Week 31    2.4    8:30 - 9 PM

Fame Gurukul    Week 32    2.2    8:30 - 9 PM


Source : TAM data; HSM; CS4+; Monday to Thursday

Interestingly, Star Plus' Kasautii Zindagi Kay (KZK) has seen a dip, if one looks at week 31 and 32.



Show             Period      TVR         Slot

Kasautii...    Week 27    11.4    8:30 - 9 PM

Kasautii...    Week 28    12.3    8:30 - 9 PM

Kasautii...    Week 29    11.5    8:30 - 9 PM

Kasautii...    Week 30    11.9    8:30 - 9 PM

Kasautii...    Week 31    9.5    8:30 - 9 PM

Kasautii...    Week 32    8.6    8:30 - 9 PM


Source : TAM data; HSM; CS4+; Monday to Thursday

If one were to analyse KZK's week 31and 32 performance, the fall may be attributed to the repeat episode aired in week 31, on account of the rains. Star, however, dismisses this as "minor fluctuations."

As for Sony, Katial claims Fame Gurukul has managed to draw in audiences from the lower SECs. According to TAM data, the show received its peak TVRs from SEC DE with 4.8 TVR (HSM; week 27 -32), followed by females at 4.3 TVR. "This is quite encouraging for Sony which is generally skewed towards the upper SECs," says Katial.

The process of broadbasing Sony's audience base started with Indian Idol. Katial further explains that Fame Gurukul's growth is organic in nature and the shows ratings will rise further only to peak in the last five to six weeks.

For now, at least, it seems to be following the trajectory he has in mind. Now to sustain it and make it climb further is the task that Katial has cut out for him.

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