Panchvi may give IPL hiccups

[Ghazal]

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Panchvi may give IPL hiccups
Aminah Sheikh / Mumbai April 28, 2008


The DLF Indian Premier League's viewership ratings are facing competition from the most unusual quarters. STAR Plus' Kya Aap Panchvi Pass Se Tez Hai hosted by Shah Rukh Khan has already grabbed a number of the Twenty20 league's share of eyeballs.

The show, based on the international show Are You Smarter Than A Fifth Grader? in which adults are quizzed on school textbook material from standards 1 to 5, clocked a television viewership rating (TVR) of 2.8 during 8 pm to 9 pm on its debut on Friday.
During the same time slot, Set Max, IPL's official broadcaster, recorded a TVR of 2.5 for the match between Mukesh Ambani's Mumbai Indians and Preity Zinta's Kings XI Punjab, according to Audience Measurement & Analytics (a-MAP).
STAR's market share was 12.3 per cent while Set Max's share stood at 10.9 per cent during the one hour that Panchvi Pass was telecast.
STAR Plus executives could not be reached for a comment. However, Rohit Gupta, president (network sales, licensing and telephony), Sony Entertainment Television India, said, "There will be audiences for both the properties. Viewers have experienced the IPL matches. They like it and are coming back to watch the twenty20 tournament. We did expect Panchvi Pass to have a good opening. However, the challenge for STAR Plus is to be able to sustain the ratings." On Friday, SET Max's average TVR was 3.2 with a market share of 14.7 per cent.
Media experts believe that the ratings during commercial breaks will fall in case of Panchvi Pass.
"Viewers will switching to the matches during the commercial breaks. This will be affect the brands that are advertising on the show," said an executive from a leading media buying agency. The industry estimates that during a commercial break, the TVR of a show drops by 10 to 15 per cent.
During IPL's inaugural match on April 18 in Bangalore when Shah Rukh Khan's Knight Riders won against Vijay Mallya's Royal Challengers, SET Max captured a market share of 16.8 per cent between 8 pm and 11 pm

[pokeye]

opposite picture here...

Khan (IPL) edges out Khan (Paanchvi)


The game show, Kya Aap Paanchvi Paas Se Tez Hain, has managed to get an average television rating of 2.2% and an average market share of 10% between 8pm and 9pm time slot during April 25 and April 27

Priyanka Mehra

New Delhi: The buzz, the hype and the star power of the Indian Premier League (IPL) seems to have won over Bollywood super hero Shah Rukh Khan’s personal charisma.
The star’s much-publicized game show, Kya Aap Paanchvi Paas Se Tez Hain (Are You Smarter Than a Fifth Grader?) that debuted on 25 April on Star Plus, the flagship general entertainment channel of Star Network, failed to draw as many eyeballs as IPL, being broadcast by Sony Entertainment Television (SET), has so far. Khan also co-owns an IPL team and has been actively visible during the tournament.

Paanchvi Paas managed to get an average television rating of 2.2% and an average market share of 10% between 8pm and 9pm time slot during April 25 and April 27, the first three days of the debut, according to Audience Measurement and Analytics Ltd’s overnight TV audience measurement system, aMap.
But, even as Paanchvi Pass was being aired, IPL remained ahead with a television rating of 2.26% between 8 pm and 9 pm, and a market share of 13.1% for the entire duration of the game during the same weekend, according to data from aMap, which measures TV viewership in more than 30 million households across India.

The launch weekend of IPL also delivered healthier numbers for SET than they did for Star Plus. Between 18 April and 20 April, the first three days of the IPL launch, SET secured an average television rating of 3.67% and an average market share of 16.4% between the 8.30pm and 11pm, the peak hours of the game. Further, while Star Plus had an average of 7.5 million viewers tuning into their television sets over the weekend for the show, SET nearly had double that number at 14.9 million viewers.

The weaker performance might come as a setback to Star Plus’ advertisers, who are paying Rs4 lakh for a 10-second ad spot on the channel as against Rs2.5 lakh paid by initial advertisers on SET. “We subscribe to TAM Media Research (the leading Mumbai-based audience measurement agency) for our ratings and would not like to comment on how Paanchvi Pass has done until that comes out,” said a Star spokesperson.

The presenting sponsor for Star, Bharti Airtel Ltd, has committed close to Rs50 crore for the sponsorship rights to the 36-episode show, which is around 60% more than Rs20 crore paid by SET’s presenting sponsor Vodafone Plc, according to a senior media buyer, who didn’t want to be named.
“We expected a positive response from viewers on IPL,” said Harit Nagpal, marketing director, Vodafone. “I’d like to call IPL the biggest reality show in the country.”


V. Ramachandran, director, sales and marketing, LG Electronics India Pvt. Ltd, said: “A brand’s decision to advertise on any show is taken prior to the launch of the show. The decision is based on how it fits the brand plan and its target consumers,” adding that the company decided to advertise on Paanchvi Paas because “we wanted to target the family with our communication and cricket may attract a different audience.”

http://www.livemint.com/2008/04/29010646/Khan-IPL-edges-out-Khan-Paa.html