MxMIndia

Tag: Aamir Khan

  • 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.”

     

  • 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.

     

    * * *

     

    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/

  • A mother of three daughters, Women & Child Dev Minister Krishna Tirath commends Aamir Khan’s Satyamev Jayate and promises action

    MxM Exclusive: Satyamev Jayate impacts govt. Women & Child Dev Minister Krishna Tirath promises action, commends Aamir

    By Karuna Madan

     

    Union Minister of State (Independent Charge) for  Women and Child Development Krishna Tirath has appreciated Star Plus’s multi-channel Satyamev Jayate describing it as a commendable effort.

     

    “Satyamev Jayate is a commendable effort by Aamir Khan and it deserves appreciation. We have taken note of the issue of female foeticide raised in the first episode,” Ms Tirath told MxMIndia in an exclusive chat.

     

    “The ministry is very serious about the whole issue of female foeticide and infanticide, and I can promise that suitable action will be taken against the culprits who indulge in such malpractices,” the minister stated, adding: “we will rectify any lacuna in the laws to check the menace in the country. There are a number of legislations already to curb this practice. But any lacuna, if found, will be rectified.”

     

    The Minister said that such practices can be stopped through mass awareness campaigns.

     

    “We can stop the cases of female foeticide by educating the masses and we are taking necessary steps in that direction. The government is already working on better policies in collaboration with other public and private institutions,” she averred.

     

    Raising concerns over declining sex ratio in the country, Ms Tirath called for greater public participation and awareness to prevent the issues related with girl child and women.

     

    Foeticide is punishable under Section 315 of Indian Penal Code (IPC), with imprisonment of either description for a term which may extend to ten years, or with fine, or with both.

     

    “The high number of incidences of female foeticide are due to the deep rooted traditional preference for a son. We are aware of this and have adopted a multi-pronged strategy which includes legislative measures, advocacy, awareness generation and programmes for socio-economic empowerment of women,” Ms Tirath said.

     

    Under the Pre-Conception and Pre-Natal Diagnostic Technique (Prohibition of Sex Selection) Act, 1994, sex selective abortions have been made punishable.  The Ministry of Health and Family Welfare is responsible for administration of this Act and its implementation is the responsibility of the State Governments/Union Territory Administrations.

     

    MxMIndia newsdesk adds: Ms Krishna Tirath would’ve made for an ideal guest on the Star Plus show. An MP from New Delhi and a resident of Karol Bagh in the capital, Ms Tirath, 57, is a mother of three daughters, as per Lok Sabha records. She’s been in active politics for a few decades, having been member of the Delhi legislative assembly for four terms starting 1985.  She’s  much into sports having participated at Inter-Univ and national level volleyball and athletics. Given her personal and professional credentials, there’s more reason than one, why she should be championing what Aamir Khan did on SMJ’s Episode #1.

     

    Editor’s Note: Although interviewing ministers is not part of MxMIndia’s regular activity, given the huge effect that Satyamev Jayate has had – especially in many sections of our intelligentsia, we thought it would be a good idea to commission a seasoned political journalist to interview the Women and Child Development minister and check if the show has had any effect at all on the government. It evidently has. Since the eventual objective of SMJ is to cleanse Indian society and stir the public and the Establishment into action, more than ratings (some of which will be out tomorrow), we believe it’s vital to check the impact on the government and the public.

     

    Karuna Madan (@KarunaMadan) is a senior journalist based in New Delhi

     

    Photograph: Fotocorp

     

  • Aamir Khan's Satyamev Jayate has reported "unprecedented" launch episode numbers, reports Chrome Data Analytics and Media.

    Satyamev Jayate reports gr8 Chrome numbers

    By A Correspondent

     

    Aamir Khan’s Satyamev Jayate has reported  “unprecedented” launch episode numbers, reports Chrome Data Analytics and Media.

     

    Says Chrome founder Pankaj Krishna on why it’s unprecedented, “Conventionally, KBCs have premiered on weekday evening primetime when the overall TV viewership is at peak and so have most other big promotables across channels where one shows rides on the back of another during the three hours of evening peak prime (8-11pm) as against a Satyamev Jayate that’s going solo on a Sunday morning.”

     

    The Chrome Television Panel Audits indicate the following numbers. Note this is only Star Plus and the Hindi Speaking Market (HSM). Since SMJ was aired across various channels and languages, we could see a healthier story if those are taken into account.

     

    Satyamev Jayate, Sunday May 6, 2012, 11 AM, Star Plus, HSM:

     

    Show Distribution Availability

    99%
    Show Reach

    11.8%
    Show Average Stickiness per viewer

    39 Mins
    SHOW TVR –

    5.12

     

     

    SOURCE : CHROME TELEVISION PANEL AUDITS, C&S 4 +( DIGITAL + ANALOG) – SAMPLE 2847 Individuals, HSM

     

  • As Aamir Khan's mega-show launched with much fanfare, a cross-section of mediapersons & experts tell us whether they expect the magic to deliver

    Dream start for Satyamev Jayate

     

    By Meghna Sharma

     

    On World Laughter Day, Aamir Khan was able to achieve just the opposite – make Indians wake up to the social evils we only talk about in hushed tones and cry while consuming  the harsh reality we all run away from. The much-awaited Satyamev Jayate premiered yesterday (Sunday, May 6) morning after a well-orchestrated marketing campaign. As expected, the show was a hit among the masses and media personalities. MxMIndia spoke to a cross-section of mediapersons and experts for their reactions to the show – and to know if the show will be able to sustain the hype and curiosity it has generated.

     

    Anita Nayyar

    TRPs, no problem

    Most media planners are happy with the show – personally as well as professionally. They feel that the show was able to generate enough curiosity by making people switch on their television sets on a Sunday morning and will continue to do so.

     

    “The show had a huge amount of emotional quotient, but the way the issue was dealt in the episode will be able to impact people and many of them will wait for the next episodes too. The way everyone is talking about it, I’m sure that the channel will be able to get its TRPs. Apart from the Aamir factor, the issues being discussed on the mass-reach channel will also help it,” said Anita Nayyar, director (customer strategy), BCCL.

     

    Mediaah! Thank you, Star Plus. Thank you, Aamir Khan

    Anil Thakraney: Oprah Khan

    Agreeing with Ms Nayyar, another senior media planner felt that that the show has the potential of becoming the highest TRP generator in the morning slot. “It’s an episodic show, so a lot depends on how each episode is produced. The show, though a little over dramatic at certain portions, will catch people’s attention,” said the media planner, requesting anonymity.

     

    The show was telecast on nine channels – of Star the network, Doordarshan and ETV Telugu  and was also dubbed and had subtitles to reach out to various parts of the country.

     

    Chandradeep Mitra, managing partner, Anvention and who is now based in Kolkata, liked the show and felt that even though it is not pure entertainment and deals with uncomfortable topic, it will be a hit among the masses. “The show was telecast with subtitles in Bengali on Star Jalsa, which helped it retain its genuineness. People here are comfortable with Hindi, so language won’t be a problem. After the initial hype, a lot will depend on how it is written and talked about on the social and mass media. Also, the topics will show how the show will do in the future. For instance, the first episode would have an impact on the Hindi-speaking belt,” he said.

     

    Anil Sathiraju

    Another media planner who saw the show on Star Plus and a regional channel, Star Vijay, felt that only Aamir Khan will be able to catch people’s attention down south. “It might not catch people’s attention as everyone is expecting, but it’s unpredictable.  Although, one look at the show and one can see that the actor and his team have done their homework well,” said Anil Sathiraju, head – south, Mudra Max Media.

     

    Many also felt that it’s a bold step by an entertainment channel to deal with such a topic and to such an extent. The money spent on the show is no secret. “Aamir is a popular actor, but I don’t think the show will be able to garner the same kind of popularity and following like other weekday prime time shows on similar channels. But hats off to the channel and the actor for taking up such a bold step and deal with social issues no one wants to talk about,” said Sundeep Nagpal, founder director, Stratagem Media.

     

    Marketers’ paradise?

    The 10-second advertisement slots for the show were said to have been sold at thrice the usual rates. The main sponsors have already paid a huge sum to be associated with the show. According to the marketers, the tear-jerker has the mass-appeal and the pull.

     

    Lloyd Mathias

    The show has been ‘trending’ on Twitter the whole of Sunday and has an ever-increasing number of followers on Facebook too. So, on the popularity front, the show has been able to reach out to its target audience. At least the socially networked intelligentsia for sure.

     

    Former CMO, Tata Teleservices, Lloyd Mathias said that the show is a huge marketing property. “The hype created before and after the show, is a clear signal about the impact it has created. Apart from the Aamir Khan factor, even the issues bieng dealt with have created uniqueness and curiosity.  So, every marketer will be glad to be associated with the show.”

     

    Sanjay Tripathy

    Even Sanjay Tripathy, executive vice president – Marketing & Direct Channels, HDFC Life, felt that marketers would be glad to jump onto the bandwagon: “Every show has a certain TG and marketers advertise with them according to their TG. Satyamev Jayate is a show which has appeal across sections – class, age, region and religion. So, even though the show is not at a prime time slot and not a pure entertainer, people will watch it. So, why wouldn’t any advertiser want to be part of it?

     

    More than a tear-jerker

    The first episode dealt with the issue of female foeticide – not something people aren’t aware of. Sociologist, human right activists and media commentators are glad that someone is talking about such taboo topics on such a platform. And since, an actor of certain credibility and reputation is bringing it to the masses, there might be some change in the society.

     

    “The portrayal of the issue was sensible and the personal experiences of the three women on the show were heart wrenching. Till now, such topics were only debated by academicians and activists. But now it’s in the public domain. And it has shaken up the people. However, now the concern is, will it be able to find a solution for such highly-prevalent evils of our society? A follow-up is needed so that the show doesn’t just become another tear-jerker,” said Sarla Bijapurkar, sociologist.

     

    Ranjona Banerji
    Ayaz Memon

    Ranjona Banerji, senior journalist and contributing editor, MxMIndia, felt that sustainability is a challenge now. “A lot of times, after a hard-hitting start, many shows tend to bend towards populist themes. So, I hope the show doesn’t do that or run behind TRPs. The show will have the similar constituency of followers like Anna Hazare. Thus, change in a society might happen, but a lot will depend on how the show progresses from here.”

     

    Agreeing with her is Ayaz Memon, veteran journalist and editor, who too believes that sustainability is a challenge the show will face if it wants to be different: “Very rarely do people want to watch ‘reality’, but the show was able to catch almost everyone’s attention on Sunday. Apart from sustainability, another challenge the show will have to overcome is how quickly it is able to capture the youth’s attention, because one doesn’t know what will happen after three weeks.”

     

    If that’s not enough, Teesta Setalvad, journalist and activist feels that the show was great, but there were loopholes in it too. “For instance, in the show Aamir Khan said that he will write a letter to the CM, but in reality he can’t do much about it. It’s the chief justice who can make a difference and take action. Also it didn’t tell people where to go when such issues happen, no matter how weak the organization might be. Apart from that, the show was excellent and a good start in creating awareness.”

     

    Photograph: Video grab from SatyamevJayate.in

     

     

    > The Importance of Being Aamir Khan

    > Why SJ will rule weekends; Stratagem analysis: Weekday Show #23 > Weekend Show #1

    > SJ is Aamir’s baby, completely: Satyajit Bhatkal (director of the show)

    > High EQ at Aamir Khan talk show Satyameva Jayate

    > Airtel slashes SMS rates for Satyamev Jayate

    > Anil Thakraney: Aamir wants to play God

     

     

  • Pradyuman Maheshwari is all praise for Satymev Jayate and says how in one masterstroke, Aamir Khan, Uday Shankar and Star India may have silenced detractors who say broadcasters are irresponsible given the kind of content aired

    Mediaah! Thank you, Star Plus. Thank you, Aamir Khan

    By Pradyuman Maheshwari

     

    I know it’s not a great idea to gush thus about a television channel, network and presenter. But can’t help doing that, for, in one masterstroke, Star India and its flagship channel Star Plus have atoned for the sins of not only unleashing regressive saas-bahu/domestic disharmony content over the years, but also shown the finger to all those who’ve been calling our broadcasters irresponsible.

     

    There’s been much buzz about how it was going to be a desi Oprah Winfrey Show. Perhaps that may have been the inspiration and the impact created is possibly quite like that of an Oprah. It’s not that Indian television hasn’t attemped social issues earlier. There have been some groundbreaking talk shows on social issues in the past. Priya Tendulkar’s Rajani in the mid-1980s was splendid. It was entertaining, thought-provoking and activisty. I remember noted litterateur Kamleshwar doing a show on social and current issues called Parikrama on Doordarshan in the late 1970s and 80s, but am fuzzy about its content and don’t find any detailed reference to on the internet.

     

    There’s a lot being said about Satyamev Jayate. On MxMIndia and elsewhere. What Satyajit Bhatkal and Co have done is no rocket science. It’s what a good, well-researched story in a newsmagazine or a weekend paper would be (and ought to be). Or a nice, detailed focussed programme on news television (sadly, the concentration these days is on panel discussions). But the dramatic differences are: 1. Aamir Khan and 2. The way the call-to-actions and online media have been weaved in.

     

    Every big star in Bollywood has been associated with social causes, and so’s Aamir. But given the movies that he’s been making over the years, his insistence on not accepting film awards, and more importantly his style of commitment and involvement with projects has worked towards building a unique aura around the man. Yes, there are many stories of directors exiting films or not wanting to be associated with projects that Aamir is involved but the proof of the pudding is in the eating. And if the final outcome of his films is any indication, I see nothing wrong with the star being aggressively active in the projects he has immersed himself in.

     

    Will Satymev Jayate make a difference? Yes, it will. The female foeticide problem is now a national problem. Don’t be surprised if you find the Rajasthan Chief Minister making a statement soon. Or it turning into a political issue. I am sure forthcoming episodes of the show will be as well-researched. That’s something you can be sure an Aamir Khan productions show will guarantee.

     

    It’s strong on the Emotional Quotient no doubt. I must confess I was much moved even though one is hardened by many such accounts as a journalist. I know of people sobbing almost uncontrollably in the first two segments, and it required an Aamir Khan to calm us down and get to action.

     

    He does it so very well.

     

    I am happy to learn that Star News (ABP News wef June 1) has tied up with Aamir to take the discussion forward after every episode.

     

    What next? What do other GECs do to counter AK’s SJ? Or SMJ as the Twitter handle abbreviates it.

     

    Since the season is going to last just 13 weeks, they just need to sit back and see how it unfolds. After all, the investments that Star has made are phenomenal and if it works for the channel, it would be nice to other GECs too trying something similar.

     

    My hearty congratulations to Uday Shankar and his team at Star India for boldly doing what no private television network CEO has ever done before. I met Uday on the evening before the show at the Press Club awards and he appeared confident that it would work. He also praised the attention to detail by Aamir and said he hadn’t seen anything before.

     

    I must confess I have been a little upset with Star for the way it has ignored many in the non-mass business and trade media on Satyamev Jayate. Sad. Perhaps we need an Aamir to champion our cause.

     

    For me, what Satyamev Jayate has achieved is beyond just a victory for Star India, Uday Shankar or Aamir Khan. It’s a huge win for the Indian entertainment television sector. Activists, retired judges, commentators and politicians of all hues have dubbed it irresponsible. Not all of it is without reason. Also, for too long have entertainers said that non-fiction shows like Satyamev don’t work. If the mix and presentation are right, we’ve seen that it can. Even news channels which have been riding on primetime chatshows should feel encouraged to attempt documentaries and discussions that may not be very ratings friendly. I am certain if the programme quality is good, the ratings will happen.

     

    Buzz/ping me if you have a story to tell. Confidentiality assured. There are various ways to do that: Mail: pradyumanm[at]mxmindia.com, BBM: 23050B5D, Gtalk: pradyumanm@gmail.com, Twitter: @pmahesh and the mobile: 98338 76278.

     

    Disclaimer: Although he is CEO and Editor-in-Chief of this site, Pradyuman Maheshwari’s views in Mediaah! are not necessarily those of the rest of the team and MxMIndia.com.

     

  • While Aamir pocketed a few crore rupees as the nation wept on Sunday morning over the female foeticide issue, must say it's a commendable social effort, writes Anil Thakraney in Hard Knocks

    Anil Thakraney: Oprah Khan

    By Anil Thakraney

     

    Some observations on Aamir’s much publicized chat show.

     

    Satyamev Jayate (SJ) reminds me of Oprah’s talk show. Ordinary people’s tear jerker stories, and all the emotions involved. It’s a good idea. Have always wondered why Ms Winfrey hasn’t inspired India so far.

     

    While Aamir pocketed a few crore rupees as the nation wept on Sunday morning over the female foeticide issue, must say it’s a commendable social effort. If SJ inspires even a few people to stop killing the girl child, all the big moolah spent on its production becomes worth it.

     

    I am not sure if the malls and the streets in the urban areas were deserted, like it used to happen on the Ramayana/Mahabharata Sundays. I did tweet to ask for clues, but didn’t get enough responses to form an accurate opinion. Even if the young gen continued with their routine stuff, who knows, as more episodes roll by, they might want to watch the show. Though I have my doubts. Sadly, I don’t think the ‘Har Ek Friend’ virtual India desires to connect with the real India. Even if Aamir is in the house.

     

    In an earlier post I have already mentioned that the simultaneous broadcast on DD is an excellent idea. So even if the metros ditch SJ, the producers are assured of reasonable TRPs.

     

    On the show itself: I like Aamir’s sincerity. He exhibits all the right expressions and makes all the right noises. Tears, concern, disappointment, shock, anger, hope… that he is a talented actor, must help. Also, happy that Aamir chose to launch his TV career with a show that matters. Very different from all the other big stars who indulge in mindless game shows. This is what makes Aamir special. Good luck to him.

     

    Most importantly, the show isn’t boring. This was the concern many had expressed once it was announced that SJ will deal with serious social issues. Aamir manages to pack in a little entertainment. A few laughs and some gana bajana too. This also helps break the tension. Having said that, one hour would have been just the right duration. 90 minutes is pushing things a bit.

     

    Also, there is an attempt to provide solutions. The show doesn’t stay at the level of discussing morbid details. That’s good. But it’s important that Aamir doesn’t forget to do the follow-ups he’s promising on air. And disappears as soon as his pay check arrives. The star is notorious for his fly-by-night activism.

     

    Lastly, Aamir kept repeating he’s not a judge, and that he would leave that activity to the courtrooms. A good lesson for all the news channel anchors who love dishing out justice to the aam junta every single evening.

     

    Net net: A promising show that can lead to some social change. Maybe only a little change, but it’s a good start all the same.

     

     

    PS: An interesting presentation on how advertising objectifies women. Should serve as an eye opener for all of us in the ad industry. Have we, in the search for higher sales, been corrupting our culture and values? Something to chew on, lots to introspect on.

     

  • Sunday mornings have typically been low on ratings as observed by the detailed analyses done by Stratagem Media for MxMIndia

    Why SJ will rule weekends; Stratagem analysis: Weekday Show #23 > Weekend Show #1

    By A Correspondent

     

    The only way the ratings graph can go with Satyamev Jayate is up. Guess that’s the one-line message that comes from the detailed analyses that Mumbai-based Stratagem Media has conducted for MxMIndia on the eve of the launch of Aamir Khan’s megashow.

     

    The statistics underscore what’s always been known but never possibly said. So concentrated is the emphasis on the weekday primetime and weekend blockbusters or award shows that the Sunday morning primetime has been ignored. Stratagem founder and CEO Sundeep Nagpal recounts how Sunday mornings would see 80 per cent viewership for Ramanand Sagar’s Ramayan and BR Chopra’s Mahabharat. That of course was another era with just one channel dominating the airwaves.

     

    The charts presented by the Stratagem team offer interesting insights (please click on links to view tables):

     

    1. Programme #1 on weekends gets ratings which equals that of Programme #24 on weekday primetime

     

    2. It is observed that Share and Average time spends of Star Plus is better whereas for Weekend the Share and Average Time spends of Sony is better

     

    3. It is observed that the programmes on Sunday-11:00 – 12:00 Hrs timeband are repeats telecast and ratings of these is naturally low

     

    Stratagem also looked specifically at Sunday programming.

     

    1. It is observed that the programmes on Sunday-11:00 – 12:00 Hrs timeband are repeats and hence ratings are low

     

    2 .It is observed that Share and Average timespends differs in different quarters of the year

     

     

    3. The GRP are comparatively low for Sunday 11:00 – 12:00 Hrs timeband

     

     

     

  • Brand Airtel is looking at making the most of its sponsorship of Satyamev Jayate

    Airtel slashes SMS rates for Satyamev Jayate

    As the country eagerly awaits Aamir Khan’s debut show on television – Satyamev Jayate to take off, one brand that is ready to make the most from the association is Airtel.

     

    Echoing the sentiments derived from partnering with such a show, Bharat Bambawale, Director – Global Brand, Bharti Airtel, said, “As a brand for the masses, Airtel has always taken the lead in associating with events, shows and initiatives that resonate well with the preferences of today’s India. With connecting with people spread across India as a common focus area for both Satyamev Jayate and brand Airtel – we are excited to be associated with this show and look forward to the role it will play in entertaining the masses while bringing inspiring stories to the fore.”

     

    As a gesture towards supporting the cause, the telecom brand has even reduced the cost of SMSes to the show from Rs 3 to Re 1. The revenue collected via SMS will be donated by the company towards charity. As part of this integration, brand Airtel will be associated with the show via integrations like Airtel 3G video calls to participants, exclusive availability of Satyamev Jayate title track on Hello Tunes for Airtel customers, transfer of donation amount to NGOs through Airtel Money etc.

     

    The show which aims to tackle burning social issues and will feature the stories of real people, will be aired in over 8 languages across Star TV network channels and others at 11 am, every Sunday starting May 6.

     

  • Director Satyajit Bhatkal talks on how Satyamev Jayate has been on Aamir Khan’s mind for over two years… and how, the perfectionist that he is, Aamir is present at every moment of the show

    SJ is Aamir’s baby, completely: Satyajit Bhatkal

    By Meghna Sharma

     

    With just two day to go for the launch of Satyamev Jayate, the show has created much curiosity among everyone. The industry’s well-kept secret is Aamir Khan’s maiden entry into the small screen.

     

    Talking about the show, Satyajit Bhatkal, director of the show, told MxMIndia that although the team has been working on the show for over two years, the concept is very old. “The idea of something like the show has been on Aamir’s mind for over years now. It is his baby completely. Along with his small team which I’m part of, Aamir worked on it for many years. And only when the idea of clear did we approach the channel which again added to the concept.” The channel, Star Plus, will air the show on May 6 at 11 am.

     

    It’s a known fact that Aamir is a perfectionist so it won’t be a surprise if he wasn’t involved in every aspect of the show. “He was there at every moment of the show. Even today he’s here. A lot of attention has been given to details and extensive research was done to produce the show,” said Bhatkal.

     

    Speaking on the morning slot of a Sunday morning, the director laughed and said, “It’s only in the metros that we tend to laze around on a Sunday morning. Most of the country is up and about early. So, I don’t think the morning slot should be an issue.”

     

    Like everyone else, the director too is keeping his fingers crossed about the show he described as ‘nothing ever seen before on TV’ and hopes to reach out to every Indian. “It’s not always entertainment which might click with people; we are hoping that our show will be able to garner people’s interest for long and good.”

     

    Photograph: Fotocorp

     

  • There's more reason than one why there's much excitement about mega-show Satyamev Jayate that kicks off on May 6

    The Importance of Being Aamir Khan

     

    By Biswadeep Ghosh

     

    Do you know anyone who hasn’t heard of Satyamev Jayate, a Sunday show with which Aamir Khan will make his debut on the small screen? Impossible, unless your reclusive acquaintance inhabits a cocoon and has no access to the television, newspapers and the internet. The most intelligent strategist in the Hindi film industry, Aamir has emerged from behind an impenetrable veil to discuss the show with the media. He has discarded his aura of exclusivity that makes him unreachable so often, the result being that journalists are relishing each and every moment in the company of the superstar. They are reporting on his first ever serial faithfully, making Satyamev Jayate, a forthcoming Aamir Khan event many Indians are waiting for.

     

    Those who have followed Aamir’s career with detached objectivity know a few things about the man. He has manufactured an image of being ‘serious about what he does’, as if his counterparts in the entertainment industry are a bunch of flippant characters for whom life is one big joke that never ends. As part of his image-building exercise, he has highlighted his social activism, a quality he seemed to have developed after being in the industry for a long time. He is his own USP, using the power of which he is giving veiled hints about what Satyamev Jayate will offer to the viewer.

     

    A ‘thinking man’s actor’ and a ‘perfectionist’, Aamir has given countless interviews while humming a tune of mystery-heightening ambiguity. ‘It’s about connecting people, touching human hearts. It’s about human stories, coming to understand what life is like. For me, the show has been a kind of a personal journey,” he told the Indian Express. Please read the excerpt again. What exactly is he saying? Actually, very little, but that is the idea anyway. He has been categorically clear that he doesn’t want to discuss the specifics. It is as if Satyamev Jayate is an Alfred Hitchcock thriller whose plot will give the criminal away before the film begins.

     

    The show that has been dubbed in many languages will be telecast on the Star network and Doordarshan. The Star-Doordarshan tie-up will ensure viewers everywhere, whether they live in a Vasant Vihar mansion in New Delhi or in a village named Hatgamariya in Jharkhand. That it is being shown on an early morning Sunday slot implies that everyone, right from hardcore Aamir Khan fans to reluctant TV watchers, will be tempted to check it out. Cricket being the only area in which satellite television channels have shared network space with Doordarshan in the past, Satyamev Jayate will inevitably get the maximum number of viewers of a non-cricket show in the initial stages at least.

     

    Not that promotion of films or television serials is a new phenomenon. In today’s times when nobody can ensure a film’s success, even Salman Khan who hardly ever promoted his films till recently has changed gears to talk about his releases before they hit the marquee. The strategy has worked. Always the most active channel-hopper, Shah Rukh Khan’s marketing of Ra.One redefined the way in which a film is being sold by the Hindi film industry. Of course, Ra.One did not succeed the way it was expected to. But SRK tried.

     

    The master strategist, however, isn’t SRK: and certainly not Salman. It is Aamir. While both SRK and Salman have had their share of flops, facts prove that Aamir has had the least number of failures at the box-office. Even a mediocre film like Ghajini rocked, its success story partly written by viewers who went to watch Aamir’s eight packs: a fact that was marketed very smartly through his interviews and other promotional campaigns. When he produced Delhi Belly, he went all out to discuss the film’s ‘language’: one big reason why many viewers hit the halls to watch it.

     

    The big satya is that Aamir is better at the game that everyone plays. Not that his approach makes the success of Satyamev Jayate, a hundred percent certainty. Major film stars have hosted hyped shows, many of which have flopped. Amitabh Bachchan created history with the success of the first edition of Kaun Banega Crorepati, but Shah Rukh Khan failed to make the sort of impact his diehard fans believed he would. SRK did experience some success as the host of KBC’s third edition, but his decisions to host Kya Aap Paanchvi Pass Se Tezz Hain? and Zor Ka Jhatka: Total Wipeout had disastrous consequences. Govinda as the host of Jeeto Chappar Phaad Ke made zero impact. The Salman Khan-steered show Dus Ka Dum started off really well. By the time the second season came to an end, however, its popularity had withered away. Akshay Kumar experienced success with Fear Factor: Khatron Ke Khiladi. Yet, few bothered to see him in MasterChef India: Season 1.

     

    Aamir’s well-disguised expressions have spun a lot of curiosity about Satyamev Jayate. The show’s reach is far wider than that of others hosted by film stars so far. If it succeeds, it will write an extraordinarily significant chapter in the history of Indian television. If not, the story of its failure will be discussed for a long time: more so, because it has been made by a man who owns a magic wand which nobody else does.

     

    The star is at the centre of a shrewdly developed promotional campaign. But once Satyamev Jayate hits the small screen, it won’t be long before hype gets jettisoned by the people’s acceptance or rejection of the real thing. The suspense around the show will guarantee a full house on the opening day inside each household. Having been there, done that, Aamir surely knows that is not enough.

     

  • Star India will launch Movies OK, its second Hindi movie channel, on May 6. Other than promos on Satymev Jayate, a week-long World TV Premiere will happen from May 28

    Star to launch Movies OK channel on May 6

    By A Correspondent

     

    The offices of Star India are buzzing for more reasons that one. On May 6, not only is perhaps the biggest ever TV show on Indian TV being launched in the form of Aamir Khan’s Satyamev Jayate, but the network is also introducing to the world its second Hindi movie channel, Movies OK.

     

    Star has confirmed the news of the launch and test signals are on. So how will it be different from Star Gold? It will be part of the Life OK suite, and reinforce family viewing and togetherness.

     

    The channel is going to exploit the library it bought from Viacom 18 and starting May 28, it will have a week-long World TV Premiere… so a new film every day at primetime.

     

    The channel will be headed by Star Gold general manager Hemal Jhaveri.