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May 21, 2012, 02.32 PM IST | Source: CNBC-TV18

Satyameva Jayate: Hit or miss?

Despite all the buzz and the big build up, the numbers suggest ‘ki public toh nahin baithi.’

Is Aamir Khan's TV debut a hit or a flop?

Well, the verdict is still out on whether Star India's Satyameva Jayate can revolutionise Sunday morning ratings or not. But going by the initial viewership numbers released today, looks like the media and advertising industry seems to have taken a bittersweet view, reports CNBC-TV18’s Animesh Das.

With around Rs 84 crore riding on it, Satyameva Jayate, has been Star India's most ambitious show till date. And while it has caused a stir with its social concept, initial viewership figures though are not very encouraging.

While the broadcaster says it is satisfied, media planners have a different view.

CEO of Allied Media Services PM Balakrishna explains that the Sudnay slot has always been very difficult to build for audiences. “It’s a tough slot to really get your target audience to get up and watch television, so from a show perspective, from the perspective of Aamir Khan and from a channel perspective, I certainly think they would be happy with the kind of reach that's delivered,” he said.

But looking at it from the other side, Balakrishna says “the advertising industry, and as far as strategic media planners are concerned, I think we would've expected a slightly better number given the huge hype.”

Star India had managed to lock in eight sponsors for Satymeva Jayate.

Title sponsors Airtel and Aquaguard were signed on for anything between Rs 15-20 crore apiece, while the six associate sponsors paid between Rs 6-8 crore. The broadcaster has added Samsung refrigerators to its sponsor roster, and says that it has only 30 seconds of ad inventory left for each of the 12 remaining episodes.

But with the channel commanding around Rs 10 lakh for 10 seconds, media planners say spot buyers might rethink their strategy.

The CEO of GroupM Vikram Sakhuja says that a programme like this does not make sense from a pure efficiency point of view. “Where the power of this programme really lies is leveraging a sponsorship value for what this programme stands for,” he said.

With a reach of 14.4 million, Satyameva Jayate was watched by only 20% of TV viewers in the six metros. Analysts say the Doordarshan effect will be reflected in the all India figures to be released on Wednesday, and that will boost these figures for sure.

But at the moment, despite all the buzz and the big build up, the numbers suggest ‘ki public toh nahin baithi.’

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