At the beginning of this year, Sony Entertainment Television Asia pulled out all the stops to promote its exclusive offerings of Yash Raj TV shows on the channel.
Months later, the channel has decided to scrap the five shows produced by the Bollywood giant after poor ratings.
Since the five shows started – ‘Lift Kara De’ hosted by Karan Johar, fictions – ‘Mahi Way’, ‘Powder’, ‘Seven’ and ‘Risha.com’, they have unable to pass the 1.5 TVR figure. The average ratings for the show have been around 1 TVR despite primetime weekend scheduling.
Due to this, the channel has had to reduce its advertising spot rate in India from Rs 30,000, down from Rs 60,000 (for a 10-second commercial). According to industry sources, prime time shows on Colors command Rs 70,000 to Rs 80,000 for the same duration, while STAR Plus and ZEE TV fetches Rs 40,000 to Rs 50,000 and NDTV Imagine gets Rs 10,000 to Rs 15,000.
“We are learning everyday; it�۪s a new business for us,” Yash Chopra told The Economic Times. He confirmed that the serials will be replaced in July but refused to connect it to poor show. “Right from the start the idea was to make the shows for a short period,” he said.
The channel has confirmed that it will be launching new offerings from Yash Raj TV when these shows end in July. Details of which will be confirmed shortly.