Despite hype and cross-media marketing and promotions, the first episode of the big-ticket reality show Iss Jungle Se Mujhe Bachao on Sony Entertainment only managed to get television ratings (TVR) of 1.6, says overnight ratings agency aMap.
This is lower than some of the other recently launched reality shows on rival entertainment channels like Rakhi Ka Swayamvar on NDTV Imagine (3.8 TVR), Saregamapa Lil Champs (3.7 TVR), 10 Ka Dum on Sony (1.7 TVR) and the Star Voice of India kids’ show (2.1 TVR), the aMap data says.
Television ratings are used to judge the popularity of shows across the 85-million cable homes in the country. Higher ratings tend to increase the spot rates for advertisers who want to use as a platform to reach their target demographics.
This is the sixth new show launched by Sony TV in the past three months. Based on the weekly ratings of around a dozen Hindi entertainment channels, Sony TV is currently ranked fifth and has been eyeing the number three spot for a long time, say industry insiders. The genre is currently dominated by Colors, Star Plus and Zee TV. Sony is said to have spent Rs 4-5 crore on the marketing and promotions of this one-hour reality show, each episode of which is estimated to cost around Rs 35-40 lakh, say sources.
“It’s too early to say, but the show looks interesting. It may just catch on the fancy of viewers. However, it will be interesting to see the ratings of Star Plus post July 15, when its own reality show, Sach Ka Samana will be launched,” says a media planner in a Delhi-based agency.
Shot in the jungles of Malaysia and featuring 10 celebrity actors and singers, among others, Iss Jungle Se Mujhe Bachao is based on a popular British reality show, I’m a Celebrity…Get Me out of Here!’ The contestants will stay in the jungles where they will be engaged in adventurous tasks that will enable them to stay on in the contest.
The show features television stars like Chetan Hansraj, Akashdeep Saighal, Shweta Tiwari, Aman Verma and Mona Wasu, among others. It also features pop singer Anaida, among other celebrities.
