Advertisers unhappy with Yash Raj TV start

Yash Raj TV’s debut on the small screen via Sony Entertainment Television Asia, has had a lukewarm response from viewers and this has signaled advertisers to express their own unhappiness at the channel.

Of the five shows Yash Raj TV launched on Friday 1st January, the reality show ‘Lift Kara De’, hosted by Karan Johar, and action thriller show ‘Seven’ clocked viewership ratings of 1.3 and 1.1, respectively.

According to TAM Media Research, the third show, ‘Mahi Way’, which first aired on Saturday 2nd January, has a 0.9 rating between 21:00 to 22:00.

“The ratings have been disappointing. And, there is no scope for the ratings to grow in the weeks to come,” said a key figure from a media buying agency.

The initial ratings are certainly a cause for concern among advertisers who have bet high. Each of the four fiction shows have a sponsor on board for almost Rs 2 crore each. Advertisers had high hopes for the 20-week celebrity show, ‘Lift Kara De’, since the 10-second ad spots were estimated to deliver viewership ratings in the range of 3-4, according to sources.

“It�۪s too early to comment on what advertisers will do now. We will consider data of the first two weeks before taking a call,” said H Vishwanath, National Trading Head, MediaEdge.