| MUMBAI:
10 Ka Dum, which brings Salman Khan to the small screen for the first time,
has worked wonders for Sony Entertainment Television (Set).
With
a debut TVR of 3.35 (according to Tam C&S, 4+), the one-hour
game show has pulled Set forward to the third spot in the
Hindi general channel (GEC) space.
 According
to the latest Tam data, Set has fetched 101 GRPs (gross rating points) week 23
ending 7 June. Sony was fourth among the GECs in week 22 ending 31 May with a
TVR of 89.
Set
AVP marketing Danish Khan says, “We have got a very good start with the show.
Sony became the number one channel in that particular hour with a peak rating
of 5.4 TVR. We had around 16 million viewers sampling the show.” The
show, however, lost its grip somewhat on the following day (7 June) with a 2.75
TVR. “There
is always a variation of ratings in the reality show. But we will keep the hype
alive with our upcoming promotional plans,” added Khan. Khan
explains that in its debut week, the show has managed to provide stickiness to
the channel's other shows Comedy Circus and CID which follow 10
Ka Dum. “It
is because of 10 ka Dum that ratings of Comedy Circus and CID
which are aired at 10 pm on Friday and Saturday, have doubled. We have locked
in considerable people over the weekends and the show is working like an umbrella
brand for the channel,” Khan adds further. Produced
by Synergy Adlabs, the show has roped in Vodafone, LG, Garnier, Johnson and Johnson
aand P&G for Gillete as sponsors. Apart
from that, IBN 7, CNN IBN, IBN Lokmat have been signed as TV partners while Big
FM is their official radio partner. On
the other side of the curve, Shah Rukh Khan's show Kya Aap Paanchvi Pass Se
Tez Hain? on GEC leader Star Plus (aired on 6 and 7 June at 8 pm) garnered
1.97 TVR and 3.29 TVR respectively. Looking
at all the other shows which placed its bet on the weekend after the finals of
IPL, Star One's The Great Indian Laughter Challenge IV has
raked in 1.46 and 1.24 TVRs on 6 and 7 June respectively. NDTV
Imagine, which had lost GRPs during IPL, also launched a musical competition-based
show Junoon Kuch Kar Dikhane Ka on the same day at 8:30 pm. The show, which
has Hrithik Roshan as its goodwill ambassador, has obtained ratings of 0.82 and
0.59. | 
