Since the end of Star Plus’ much loved show ‘Iss Pyar Ko Kya Naam Doon’, the broadcaster has had the task of enticing viewers and retaining them for the replacement show ‘Kaali – Ek Punar Avtaar’ in the same slot.
BizAsia looks at exclusive first week data of ‘Kaali’ provided by Attentional, which gives some indication on how the show has fared since its debut. Its a known fact that when new programmes start, they start on a slow note and build their audiences over time. It is also worth noting that when ‘Iss Pyar Ko Kya Naam Doon’ ended, it peaked with an audience over 215,000 – however, its daily average was around 150-180,000.
Here is the data for ‘Kaali – Ek Punar Avtaar’ for 3rd – 7th December 2012:
Monday 3rd December: 114,400
Tuesday 4th December: 97,100
Wednesday 5th December: 117,500
Thursday 6th December: 150,200
Friday 7th December: 80,800
Looking at the above data, it shows the audience between 20:00 – 20:30 has plummeted since the launch of ‘Kaali’ compared to the airtime, which was given to ‘Iss Pyar Ko Kya Naam Doon’. Surprisingly, while ‘Kaali’ showed some recovering during mid-week last week, peaking at 150,200 on Thursday evening, it lost nearly half of its audience on Friday. It remains to be seen whether the show will be able to sustain its audience.
Above data is an overnight rating and may change slightly after consolidated figures become available in seven days from BARB.