| MUMBAI:
In December 2008, Star Plus' decision to replace its popular long-running soap
Kyunki Saas Bhi Kabhi Bahu Thi with Aap Ki Kachehri at 10.30 pm
paid off as viewers flocked on to the property that notched ratings above a TVR
of 3. But
the pronouncement to position the second season of the Kiran Bedi-hosted social
issue-based reality show at the 8 pm band seems to have diluted the channel's
strategy to grow its audience base.
According
to the latest Tam data, the show is fetching ratings only above a TVR of 1, with
the range varying between 1.6 and 1.89. The peak TVR of the show, which was launched
on 5 August, is 2.05 until now. It
is pertinent to note here that, standing at the 8 pm band, the show contends against
the highly-rated Balika Vadhu (Colors) and recently-launched Jhansi
Ki Rani on Zee TV. So
did the decision to shift the time band to 8 pm make the show lose viewership? Says
Star India EVP marketing and communications Anupam Vasudev, "Our primary
reason to launch the show in the 8 pm band was to grow the market and also attract
small town viewers. But, maybe, because viewers were expecting something more
and new in the second season, the show has not performed as well as the first."
While
Star Plus is yet to decipher the actual reason behind the "not so outstanding"
performance of the show, it believes that the property holds potential. Explains
Vasudev, "Whenever a new format launches, it attracts more eyeballs because
it is fresh and unknown to the audience. We are working towards propping up the
show and have already got our plans in place to uplift its performance." Aap
Ki Kachehri features real people, cases and situations with an aim to educate
and entertain. It gets disputing parties on the small screen to discuss their
issues, examine probable solutions and solve matters amicably, while educating
viewers on the legal aspects of such situations. | 
