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KBC's tail whiplashes Zee prime time 

Our eFE Bureau  
Mumbai : ZEE TV is faring relatively better in the 9 pm to 9.30 pm slot when it is in direct competition with Star Plus' Kaun Banega Crorepati but trailing behind in overall performance. The latter half of the KBC programme is stronger in ratings and affecting Zee TV's top shows like Amanat and Koshish which are aired at 9.30 pm.

The trend is apparent on the inaugural day (Monday, October 23) of Zee TV's Sawal Dus Crore Ka. While SDCK had a television ratings point (TRP) of 8.2 in the 9-9.30 pm band, Star Plus' game show was marginally ahead at 8.4 in 15 plus, cable and satellite homes. On Tuesday, Zee had a rating of 6.2, Kaun Banega Crorepati was at 6.3 (source INTAM).

The Zee game show, however, saw a deep slide on Thursday when Star Plus had Bollywood stars Aamir Khan and Sonali Bendre as participants. SDCK's ratings were as low as 1.8, Star widened the gap and saw a TRP of 6.9.

"Star had a special show that day. That does not indicate the true picture of the fight," said Zee TV spokesperson Sainath Aiyar.

KBC does better against Zee's top serials than against SDCK. Star Plus' ratings in the 9.30 pm slot was higher at 11 on Monday, 9.6 on Tuesday and 9.8 on Thursday. "Amanat and Koshish could not face the KBC onslaught," a media analyst said.

SDCK's ratings in the first week have been dropping every episode. Media analysts agreed that in the competiting daypart of 9-9.30 pm, KBC still leads and is the clear winner when it comes to 9.30-10 pm.

"The ratings for Sawaal Dus Crore Ka were in line with our expectations" said Kalpana Rao, Head of Media, Ogilvy & Mather. The real point of interest would, however, be the 8:30 - 9:00 PM slot as Zee's game show faces no competition with KBC, she elaborated. SDCK's first day's high ratings did not enthuse media buyers. "We had predicted a low rating but did not expect a fall of this kind," said S. Yesudas, Associate Vice-President, Initiative Media, the buying arm of Lowe Lintas. The initial curiosity was what pushed the ratings, he added, warning that it would be difficult for Zee to push up its ratings substantially after such a poor start.

Though media analysts were reluctant to establish a long term trend from the first three day's ratings, some stuck out their necks to hazard a guess. Said Mr Ashish Bhasin, president - initiative media & head of media, Lowe Lintas and Partners: "The trend indicates that Kaun Banega Crorepati is much stronger than SDCK." He predicted KBC would stabilise at 12 while SDCK would hover around an average TRP of 5.

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