Salman Khan's 'Dum' pulls Sony to third spot

Salman Khan's 'Dum' pulls Sony to third spot

MUMBAI: 10 Ka Dum, which brings Salman Khan to the small screen, has proved wonders for Sony Entertainment Television (Set).


With a debut TVR of 3.35 (according to Tam C&S, 4+), the one-hour reality 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.

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