MAM

Rahul Mahajan fails to create the Rakhi oomph

MUMBAI: NDTV Imagine‘s endeavour to scout for the "right bride" for controversial politico-television personality Rahul Mahajan may have riveted the audiences to the channel, but it‘s surely not warmed up the slot just the way Rakhi‘s Swayamvar did in its debut week.


Unlike the high grades that Rakhi‘s oomph fetched for the channel on her maiden day appearance (4.1 TVR), Rahul‘s Dulhaniya Le Jaayega (RDLJ) has got a debut rating of 2.1 TVR.


Also, while Rahul batted the week ended 6 February for an average TVR of 1.5, Rakhi had a higher average of 2.7 TVR in her first week on NDTV Imagine. 
 
However, the property‘s second innings has helped NDTV Imagine shore up its GRP scoreboard to 104 points in the week, compared to 90 GRPs it clocked in the previous week.


Come what may, the Rahul Mahajan brand has indisputably not made it to the viewership charts like Rakhi and for media observers the reason is not just a difference in the magnetic element between the two, but also "a promise not kept!"


Says a media observer, "The show began with a promise that it would find the right groom for Rakhi with whom she would get married and live happily ever after. But it failed to keep that promise alive. As a result, viewers might not trust the show promise once again in its second season." 
 
Such format shows could have their own limitations. "This is because people understood the format well in the debut season and thus, maybe now they expect something fresh in the new term. And that, if not delivered, will affect the viewership base," says the programming head of a rival network.


The other properties that have added to the channel GRPs include Bandini (1.7 TVR), Palkon Ki Chaaon Mein (1.7 TVR), Devi (1.6 TVR) and Shani Shinganapur Kathayen (1.4 TVR).


Meanwhile, Star Plus has ousted Zee TV to the second spot, riding on the back of the 16th Star Screen Awards that pocketed a TVR of 6.6. The non-fiction property was telecast on 31 January at 8 pm. 
 
While Zee TV has slipped to 261 from 309 over the week-ago period, Sony Entertainment television is stable at 169 (170 last week). Zee TV, however, has the most-watched show in Pavitra Rishta that has once again topped with a peak TVR of 7.0. Last week, the show dislodged Colors‘ Laado to occupy the number one slot.


Colors continues to rule the rooster with 318 GRPs (321 in previous week). Star Plus grips the second pole with 303 points, a 56 point jump over the previous week.


A close look at the other GECs: Sab is two points down over previous week to stand at 84 while Star One is one point down at 39; Sahara One has marched four points up the ladder to clock 31 GRPs.
 

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