The show has definitely taken Aamir Khan & Star India Network to a different pedestal. Post its first episode, based on female feticide, Khan met Rajasthan chief minister Ashok Gehlot, and appealed to him to speed up the legal proceedings against the perpetrators of female feticide. And as per a recent report by PTI, the Chief Justice of Rajasthan has given an in-principle nod to set up a fast track court.
So, is that Aamir Khan-the social activist or Aamir Khan- the super star and debutant TV anchor?
The Satyamev team has managed to achieve what they set out to-striking a chord with the audience to build a strong goodwill across the nation. However, while one cannot ignore the research and effort involved in the show, one cannot even forget that Star has spent a lot of money for not only producing the show, but has also paid an equally huge amount to bring Aamir Khan on board.
However, considering that Star has spent hugely on this show and Khan has spent more than two years on the same, he has postponed his movies, the money spent is quite justified, ad man Prahlad Kakkar told Media.
Aamir Khan may have made a lot of money from the show but Star India claims they might not break even due to heavy marketing spends and production costs. Brand managers, however, sound happy with the way Satyamev Jayate has shaped up.
Aquaguard, the powered by sponsor, has reportedly paid somewhere between Rs 12-14 crore and the brand couldn't have gained better.
However, if one had to go by the ratings released by TAM Media Research, one would know that the average TVR is only 0.48. This average has been concluded by clubbing all the 9 channels including Doordarshan on which it was supposed to air. But if one had to take only Star Plus in account then the data released by the channel indicates that in 6 metros, Satyamev Jayate stood at 2.9 TVR.
So, will Satyamev Jayate become a turning point for Indian television? Can it be sustained for 12 episodes, and can the subjects be equally hard-hitting every time?
“It will not, Oprah Winfrey chat shows happen in the country all the time. They are done often. I am not sure but show will make a difference to a few people which will be an achievement. Don’t think TV viewing trend will change,” Nandini Dias, COO, Lodestar Universal, told Media.
The concept is simple and clear, the intentions are right and looks like Aamir Khan & Star India have hit the bull's eye. However, almost everyone believes that no other general entertainment channel would ever dare to attempt something on these lines for several reasons and Satyamev Jayate may be the only show of its kind, at least for now. |
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Will 'Satyamev Jayate' become the turning point for Indian TV?