MxMIndia

Category: SATYAMEV JAYATE

  • Star's no-holds-barred show promises to be a tear-jerker, as Aamir Khan brings out facets of India’s gritty reality.

    High EQ at Aamir Khan talk show Satyameva Jayate

    By A Correspondent

     

    From Lagaan to Rang de Basanti to 3 Idiots and the hard-hitting Peepli Live which dealt unabashedly with home truths – for Aamir Khan, the next logical step seemed to be tackling real life itself, live.

     

    His no-holds-barred talk show Satyameva Jayate has already garnered praise from industrywallahs – singer Sukhwinder Singh is gaga about it, for one – and, from all accounts, promises to be an eye-opener.

     

    Shooting for the episodes has begun and is said to be proceeding as per schedule.

     

    Besides the guests on the show, the live TV audiences have also been moved by the issues tackled on the show. While the mood is not always sombre to begin with, as the issues get revealed and the guests share their touching stories, it is often Mr Khan himself who is seen to have tears in his eyes. The actor with a heart does succeed in getting the guests to talk about the most difficult times in their lives, but not without also extracting mugfuls of tears from practically everyone, according to eyewitnesses.

     

    “I will put it this way, that the ‘EQ’ or emotional quotient is very high on this show,” said a participant who attended one of the studio shoots. “Aamir Khan is really dedicated and really cares about the people and their problems that are being discussed. He’s wonderful. We came because we are Aamir fans, but then we just forgot that he is a star actor,” she added.

     

    After heavy doses of manufactured reality programmes, the Star offering seems to be a breath of genuine fresh air, as the show sets out to reveal the India that lives in far-flung villages and only sometimes breaks out in the form of a headline.

     

  • Aamir scores far higher on parameters of good journalism. He's anchoring the show the way it should be anchored on the news channels

    Anil Thakraney: Aamir, hope this isn’t social tourism

    By Anil Thakraney

     

    I can assure you a whole lot of news channel anchors must be burning with jealousy.

    Evening after evening they raise various social issues, and nobody notices and no one cares. And of course, nothing changes. Along comes Aamir Khan, and with just one TV show, that too aired on an entertainment channel, and he’s already compelled some ministers to wake up and smell the coffee on the slaying of the girl child. What must also be making these worthies a bit embarrassed (at least I hope so!) is that Aamir scores far higher on parameters of good journalism. He’s anchoring the show the way it should be anchored on the news channels.

     

    Well, now that I have patted the superstar on the back, let’s see if he can/will make a real, long term impact. Okay, so the Rajasthan CM met him for tea and agreed to set up a fast track court (a nice photo-op), but is that the real solution? In my previous blogpost I had mentioned that Aamir must keep the follow-ups on. And not disappear, which he often does. Remember theNarmadaand the Lokpal campaigns where he dropped by, for what I call, ‘social tourism’? Well, hope he’s not playing a tourist with Satyamev Jayate.

     

    The concern is this: Come a new Sunday and the show will discuss a brand new social issue. Don’t know what it is going to be this weekend, maybe it’s domestic violence or child abuse or dowry deaths. The tears and all the drama will be back, and the new issue will become the flavour of the week in the media. Female foeticide will be all forgotten, and it will be back to routine life for everyone. Aamir MUST ensure his good work doesn’t go for waste. He must keep himself involved, even as his other projects go on. If a global star like George Clooney can sail the two boats of commerce and social activism effortlessly, so can Aamir. If the issues remain at the level of a Sunday TV show, I am afraid nothing will change on the ground. The janta’s ancient beliefs and customs are too deep-rooted to be wished away by a chat show discussion.

     

    Do it, Aamir. You have the star power, the fan following, the charisma, the intelligence and the clout to make a real difference. Don’t blow this opportunity away.

     

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    PS: Public awareness campaigns need not be boring. Here’s a foundation set up to spread awareness about HIV. And they have developed funky merchandise items to keep people informed and entertained at the same time. Good work.

     

    Link: http://www.thukralandtagra.com/foundation/

  • The next step forward for the industry should be attempts to create differentiation in content in order to create more appointment listeners

    Can a Satyamev-like show be created for radio? Yes, say broadcasters

    By Robin Thomas

     

    Aamir Khan’s ‘Satyamev Jayate’ is the hope to recreate the Sunday morning appointment viewership that was probably lost with the entry of multiple cable television channels in the late 90s. The Sunday morning programme, which premiered on May 6 with much fanfare, has already received rave reviews from viewers and marketers alike.

     

    Appointment viewing in television has become a common practice, with examples galore like season one of Kaun Banega Crorepati (KBC) or soap operas suchas ‘Kyun Ki Saas Bhi Kabhi Bahu Thi’ or even earlier epic programmes like the Ramayana and Mahabharata, wherein viewers would often set the time aside for their favourite shows.

     

    But can the same be said about radio? Does a radio programme have appointment listenership? Can they create shows of the calibre of ‘Satyamev Jayate’?

     

    One of the reasons why television programming has evolved is said to be only because of multiple channel offerings, similarly radio programming is also said to evolve with more channel offering, different genres and thus big property shows which could draw more loyal listeners.

     

    According to GG Jayanta, National Marketing Head, Radio Mirchi, a similar kind of experience exists on radio, albeit on a smaller scale, despite the fact that music is the largest chunk of programming on most radio stations. “The breakfast show, from 7am to 11am, usually tackles issues that resonate with local sentiments – be it the case of the battered girl child or petty corruption or question paper leaks or pot-holed roads. There are expert opinions, listener call-ins, diverging points of view et al – but the tone and manner is always upbeat and offers a ray of hope to the listener – entertaining, but not frivolous. It makes for engaging content leaving the listener with a feeling that there is someone listening to their plea. This interactivity is what makes radio powerful.”

     

    One of the challenges for radio today is the lack of differentiation in content as most radio stations arguably sound the same, especially in the kind of music they play. Gone are the days when radio programmes like ‘Binaca Geet Mala’ and ‘Sangeet Ke Sitaron Ki Mehfil’ were highly popular with listeners who set aside time to listen to these programmes.

     

    Anil Machado, National Programming Head, Radio One, felt: “Radio has a lot of appointment listeners, mostly during the weekends. Programming in every medium is a challenge today, but it depends on how you create a differentiation in your content. The moment a radio station begins to move away from the herd and create a differentiated content, it will attract more listeners and thus bring appointment listenership.”

     

    Nonetheless, those were the days when there were not as many FM stations and the television onslaught was yet to take place. Whether or not multiple frequencies in FM Phase III would create differentiated and innovative shows and shows that of a ‘Satyamev Jayate’s’ calibre, only time will tell. But radio broadcasters would like to disagree. “In fact, Aamir Khan was on air with RJ Jeeturaj on Radio Mirchi Mumbai, wanting to interact with the audience and gauge their reaction to the show. Therefore, a similar sort of programming can happen on radio or for that matter any medium but, what is important is the audience should feel enriched,” said Mr Jayanta.

     

    Radio broadcasters are of the view that such programmes have always been part of radio and that the next step forward for the industry should be attempts to create differentiation in content in order to create more appointment listeners. But there are some who feel that more than shows like Satyamev Jayate, what would work on radio are shows with localised content.

     

    Sarthak Kaushik, Director, Programming, Hit FM felt: “A radio version of Satyamev Jayate’s calibre will not work because radio is an intensely personal and a local medium, so essentially it is the local issues that work on radio. As far as appointment listenership is concerned, it is mainly depends on the maturity of the audience. Radio is one medium which allows a lot of experimentation, all one needs is courage to experiment with a programme and how confident one is to promote that programme.”

     

  • Because Satyamev’s content is highly sensational and extremely disturbing, audiences are unlikely to be receptive to the idea of pure commerce in that moment

    Anil Thakraney: Is Satyamev benefiting advertisers?

    By Anil Thakraney

     

    Okay, so this is the third time in a row I am discussing Satyamev Jayate. What to do? It’s caught the nation’s imagination, and the show is a total path-breaker. We still have to wait to find the overall TVRs SJ delivers, so its commercial success we don’t know of yet. However, this time I want to bring up the issue of the benefit the show brings to all the brands that advertise on SJ. Does it really work to their advantage?

     

    Here’s a thought: Because Satyamev’s content is highly sensational and extremely disturbing, audiences are unlikely to be receptive to the idea of pure commerce in that moment. I haven’t conducted any market survey to suggest this (and perhaps someone should!) but my own observations tell me that audiences get busy debating the content and the points raised in a particular segment during the ad breaks. In addition, I wonder how many people actually like watching ads in the midst of grim discussions on subjects like female infanticide and child sex abuse. I don’t know exactly how much a spot costs on the programme (though I suspect it’s a lot of money), but is that spend really worth it? Something to think about. By the way, this is one of the reasons some news channels pull all advertising during the coverage of a tragedy. People are in no mood to be sold something at that point of time.

     

    Another thing: What’s most galling is that underwear, baniyan and other such floozy products are being advertised on this show. Shouldn’t these brand managers restrict their choice to a floozy tournament like the IPL? Whatever be the popularity of the programme, does the SJ format work for ALL brands? Should just numbers and hype be used to arrive at media scheduling? Or, this could be happening because the media planner has been killed by the industry. And media space and time is being sold like kanda batata. There’s no one around to tell the brand manager if the content of the show would help the brand in any way.

     

    Would be very interesting if there’s a formal study conducted on this subject.

     

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    PS: A fantastic public service campaign from the UK on how to stop domestic violence. With a simple phone call to the police when the horrifying sounds of violence are heard. But what got me interested even more is that the campaign is being run entirely on radio and very effectively too. A nice lesson for all those copywriters struggling with this wonderful medium.

     

    A word of caution: The ads are embedded in the article. And they are VERY disturbing. So listen to them only if you have the capacity to handle such spine chilling stuff.

     

    Link: http://www.womensaid.org.uk/page.asp? section=0001000100100021&sectionTitle=Call+to+Make+it+Stop+radio+campaign

  • TAM released its mid-week ratings for the six metros with the show garnering a TVR of 3.79 on Star Plus and 0.43 for DD

    TAM releases mid-week TVRs for SMJ

    By A Correspondent

     

    Since Sunday last, when Aamir Khan made his debut on the small screen with Satyamev Jayate, there has been much discussion on the show and how it has established a new dimension to  entertainment television. Albeit only on Sunday mornings.

     

    While the all-India ratings will be out only next Wednesday, those for six metros was released this morning. According to TAM Media, in the All4+ category, the show’s prime telecast got a rating on 4.27 in the six metros for all nine channels. In the C&S4+, overall viewership TVR of the prime telecast was 4.08. In the three Hindi-speaking metros (Mumbai, Delhi and Kolkata), the show got a TVR of 3.79 on Star Plus itself. In the 6 metros (all4+), DD National scored a TVR of 0.43.

     

     

    Pratap Bose, COO, DDB Mudra was disappointed by the ratings. “To be frank, I was expecting a higher rating, so I’m surprised at a 3.79 TVR in the three metros. According to me, the show should have gotten at least a rating of 6 across sections. However, I’m optimistic and hope that as the show progresses, it will be able to do well.”

     

    On the other hand, Ashwini Kamat, GM, MediaCom feels that the ratings are okay since it’s mid-week rating only. “I’m sure the ratings which will come out on the coming Wednesday would be much higher. It would be closer to 4.5 TVR for the three metros.”

     

    Echoing the view that one must wait for the All-India ratings is Sundeep Nagpal, Director, Stratagem Media. “Given the canvas of the issues raised and the multi-channel simulcast across the country, the six-city numbers are probably not the best way to judge the popularity of the programme,” he said.

     

  • I doubt if the show has made any impact on the nation. Because every Sunday, a new issue is being raked up, the one discussed a few weeks ago gets erased

    Anil Thakraney: Satyamev Jayate: Handkerchief entertainment

    By Anil Thakraney

     

    Okay, the nation’s most expensive and the most-hyped TV show is drawing to a close. In a few weeks from now Satyamev Jayate will be history (there may or may not be a sequel). In fact, host Aamir Khan’s already moved on to what he does and what he knows best: Making movies. The hero’s strutting around in his ‘Dhoom 3’ look these days. It’s a good time to do an appraisal, and I have three large points to make.

     

    The ratings of SJ have been disappointing. It reported an okayish 4 when the show began, but in recent times the TVR points have dipped to about 3. And that is sad. This means India isn’t really euphoric over a TV show that discusses serious public issues. Dance reality shows enjoy better ratings. We can’t blame this on the channel or the producer. And this is also the reason I doubt they’ll put out another season.

     

    I also doubt if the show has made any impact on the nation. And I had expressed this concern when I first wrote about SJ. Because every Sunday, a new issue is being raked up, the one discussed a few weeks ago gets erased from the memory. In that sense, SJ has ended up becoming what I call ‘handkerchief entertainment’. Weep a bit and then discuss where to step out for lunch. This also tells me entertainment channels cannot change this nation. News channels can, but they have other problems which we’ll discuss another day.

     

    The onus then falls on the star host to keep the pressure going on the various issues he’s brought up. The only reason SJ even scores a TVR of 4 is Aamir Khan. Take him out of the equation and it will earn less than 0.5 points. It’s his charisma that drives the show. Which is why if Aamir doesn’t keep the fires burning, no one else will. But obviously the actor won’t and can’t do this. He has many other fishes to fry, and in any case his involvement in public causes in the past has been at a superficial level. So there’s no reason to believe it will be any different this time.

     

    Net net: An average performer. A nice Sunday tear jerker. Even voyeuristic to some extent. But all those of us who believed SJ will change India got a might egg on the face. Just as Aamir hummed ‘Meri jaan meri jaan Sunday ke ande’ in the show’s promos.

     

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    PS: Here’s a respected TV producer saying that advertising is killing the television medium. Of course he makes valid points. However it’s tough to visualize a situation where TV is freed of these irritating ads. Unless subscribers are ready to pay a lot of money to broadcast stations. That’s never gonna happen. Also, if there were no ad breaks, what happens to the loo breaks? 🙂

     

    Link: http://news.bbc.co.uk/2/hi/uk_news/scotland/8227864.stm

     

  • Season 1 of Satyamev Jayate, the Star Plus mega-show presented by actor Aamir Khan, generated around Rs 22.33 crore as donations

    Satyamev Jayate nets Rs 22.33 cr as donations

    By A Correspondent

     

    Even as plans for Season 2 of Star Plus and Aamir Khan’s Satyamev Jayate, MxMIndia learns that an aggregate of a little over Rs 22.32 crore has been generated as donations towards the various charities and causes.

     

    According to the response received to the information sought by MxMIndia, the total donations generated by way of cheques, credit card and smses is Rs 111,627,102. This amount was matched by the Reliance Foundation and thereby the grand total is Rs 223,254,205.

     

    The last of 13 episodes of Seasons 1 was aired on July 29 with a bonus Independence Day special on August 15. The show opened up the Sunday morning band across general entertainment channels, and it is expected Season 2 will also air at the same timeband.

     

  • In its first season in 2012, the show made a sizeable impact on the socio-political environment but there was a sense that it had become a blind spot in its second leg, recalls Shailesh Kapoor

    Shailesh Kapoor:Getting ready for Satyamev Jayate 2.0

    By Shailesh Kapoor

     

    Aamir Khan’s labour of love (but one that comes with a hefty paycheck too), Satyamev Jayate, makes a comeback this Sunday. In its first season in 2012, the show made a sizeable impact on the socio-political environment. In the process, it managed to become perhaps the only television property in the last twenty years whose success of not measured entirely or primarily through its viewership ratings.

     

    We are in the election year, and coming with short, monthly seasons of 4-5 episodes each, starting with one in March, seems to be a good move. In the last season of 14 episodes, there was a sense that the show had become a blind spot in its second leg. There’s only so much awakening and inspiration one can take at a time, after all.

     

    I have to admit I’m a tad disappointed with Sunday 11 AM continuing to be original slot for the show. While there may be a valid ‘feel’ argument, a property of this nature needs a wider available audience. 8 or 9 PM would achieve that better. Even at a feel level, noon will deliver a higher reach without compromising on the feel. I’m sure Aamir and Star Plus had their reasons.

     

    Satyamev Jayate continues its tradition of not using show footage in the launch campaign. This season’s campaign, built around ‘Jinhein Desh Ki Fikr Hai’, stands out for its exceptional clarity of message and its consistent tone across ads. Rarely do we see TV show launches executed as ‘ad campaigns’. In fact, even in channel parlance, they are called ‘launch promos’ and not ‘launch ads’. Just nomenclature, or a deep-seated issue?

     

    When I see a good campaign based on atypical viewer segmentation, my eyes light up. The researcher in me has been wondering: What percentage of our TV audiences are the ones who have a sense of ‘fikr’ about the ‘desh’? And how does one measure this accurately, without relying on claims? For example, do most viewers of Arnab’s show (in whose breaks the Satyamev Jayate campaign is running on very high visibility) care for the country? But we digress.

     

    Despite the good campaign, the show is set to have a modest start from a viewership perspective. There are bound to be format tweaks that create a sense of freshness and build on learnings of the first season. For example, there is a definite hint of higher viewer interaction this season in one of the ads.

     

    In the pre-satellite television and pre-measurement days, there was certain diversity in television content. TV ratings are needed for transaction. But the biggest collateral damage they have caused in India is homogenization of content.

     

    Thank you Star and Aamir Khan, then, for challenging that status quo in 2012, and now coming back with a new season well knowing that blockbuster ratings are out of reach here.

     

    TV Trails is a weekly column written by Shailesh Kapoor, founder and CEO of media insights firm Ormax Media. He spent nine years in the television industry before turning entrepreneur. The views expressed here are his own. He can be reached at his Twitter handle @shaileshkapoor