TAM data shows “encouraging start” for KBC 3

After two weeks of being on air, the results by audience measuring body (India)-TAM are out and has shown a decent start to the Shah Rukh Khan hosted ‘Kaun Banega Crorepati’.

It must be noted that a direct comparison to the numbers last year would not be correct as TAM has expanded markets beginning January 2007.

Looking at numbers now, the 21:00 – 22:00 day-part from Monday to Thursday has grown for Hindi general entertainment channels (GEC). From a share of 45 per cent in week 3 (one week prior to KBC launch), the share in week 4 was 57.95 per cent. In the three Hindi metros, the number has grown from 32.11 per cent to 48.41 per cent.

For STAR Plus, the relative share of the channel was 37.7 in week 3 for HSM and this has increased to 60 per cent in the KBC week. In the three metros, the jump is from 33.7 per cent to 62.7 per cent.

In the HSM, KBC-SRK opened at a TRP of 12.33 on 22nd January 2007. It came down to 10.44 on the second day and further down to 7.36 in episode three, but the final episode of the week picked up again to throw up a TRP of 9.24. Looking at the Hindi metros now, the opening TRP was 11.26, which moved to 9.1, 6.03 and then to 7.65 on the final day of the week.

However, KBC has done some good to STAR Plus. The week it aired KBC saw an increase in its relative channel share to 55.9 per cent, from 37.7 per cent in the previous week among general entertainment channels. This was mainly at the cost of ZEE�۪s viewership, which in Week 3 of 2007 was at par with STAR Plus, with a channel share of 37.6 per cent, but could only manage a 21.5 per cent share in Week 4, 2007.