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MUMBAI:
As Rajasthan Royals lifted the DLF Indian Premier League (IPL)
cup, Hindi general entertainment channels (GEC) got relief
from the heavy beating that the tournament had caused during
the 44 days.
But
even post IPL, Star Plus' big ticket show Kya Aap Paanchvi
Pass Se Tez Hain? could not do much to drive traffic to
the show.
Sample
this: during IPL Paanchvi Pass’ 18-episode stint
touched an average of 2.55 TVR (Tam, HSM, C&S, 4+) after
a debut rating of 4.46. It even slipped to a low of 1.2 when
the final contest in the IPL was being played out.
Post IPL, the story is not much different. With an average
TVR of 2.15, the 11-episodes after IPL is dabbling between
1.2 to 2.35. A Kareena-Saif special episode fetched a TVR
of 3.29.
As
per latest Tam data, the show has garnered 1.8 TVR on both
27 and 28 June.
However
Star India GM Keertan Adyanthaya likes to differ. He says,
"Paanchvi Pass has grown the slot by an amazing 142 per
cent with 9-10 million viewers tuning in to watch it every
week. It is even serving as a good lead-in, boosting ratings
of the shows following it."
Paanchvi
Pass had a better first week, becoming the highest rated
show (starting 20 April) even as IPL took the steam out of
the other programmes in the Hindi GECs.
However,
disappointing those who had higher expectations, the SRK show
has not worked any wonders since then for the leader in the
GEC space.
 Starcom
Worldwide MD India- West & South Sandeep Lakhina says,
“The reason why Paanchvi Pass did not take off
as expected was IPL. The other reason was the show itself
– it is a knowledge based show and some of the questions,
though from upto a class V curriculum, can be quite a pain
for most of us. I am no sure how many of us – across
different strata - are still ready to accept that we do not
know the answers to many of those questions – almost
akin to being somewhat a failure.”
Paanchvi
Pass will get Lalu Prasad Yadav as a contestant in the
concluding episode, hoping that the maverick political leader
will bring cheer to the ratings.
Produced
by Synergy Adlabs, Paanchvi Pass owes its format to
the international show Are You Smarter Than a Fifth Grader?
The winner gets to take away Rs 50 million as prize money.
With
Bharti Airtel as the presenting sponsor, the 36-episode show
has 10 associate sponsors including Parle Products, Tata Sky,
Ambuja Cement, L'Oreal India, Pidilite Industries, Havell's
India, General Motors, Pepsi Food India, LG Electronics India
and Halls.
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