Big Daddy YRF fails to make a splash on small screen

The Hindi film industry’s Big daddy Yash Raj Films recently made its television debut with five new shows on Sony Television. Powder, Mahi Way, Lift Kara De, Seven and Rishta.com were hyped a lot but going by the initial episodes, they seem to have done nothing to stir the viewers. It has been three weeks since their launch, but the shows have failed to generate viewer interest. The initial ratings have not been very encouraging and looks like they have not succeeded in giving Sony the much-needed shot in the arm. The channel had carefully placed these shows in the weekend slot so that they attract maximum viewers. The shows have been pitted against Pavitra Rishta and Dance India Dance Season 2 on Zee TV and Star Plus’Sajan Ghar Jaana Hai, Tere Mere Sapne, Bidaai and Yeh Rishta Kya Kehlata Hai. The above shows are doing well for the respective channels and hence viewers seem to be in no mood to check out Sony’s bouquet. The shows were hugely publicized, but the shows could not even manage a decent viewership on day 1. The reception has only dampened in the second and third weeks. A source informs, “There were a lot of expectations from these shows as they were from the Yash Raj banner. But the shows haven’t performed satisfactorily and out of all the shows, only Mahi Way is believed to be doing well. The producers hope it will also do well in the coming weeks.” Karan Johar as a host for Lift Kara De also does not seem to have helped much. The show opened with a TVR of 1.3 and in the second week reached to 1.4. The source adds, “The most shocking part is that Lift Kara De with top 20 stars has failed badly. It has the 8 pm slot on Friday and Saturday and there is hardly anything to watch on other channels in that time slot. Yet, it hasn’t worked. This one was the best of the five, but it seems the concept has not gone down well with the viewers.” Another source adds, “The shows have just been on air and viewers have barely watched. The shows have a very unique concept and it will pick up for sure. Also people hardly watch Sony and the TRPs are showing a positive signal for the channel”. Mahi Way is on the lines of Sony’s famous Jassi Jaisi Koi Nahin. This Ugly Betty-inspired story is done to death already and the show opened with a TVR of 0.9. It improved in the second week with 1.1 and the show is about a ‘fat’ girl Mahi who writes for a fashion magazine. She is waiting for her tall, dark and handsome Mr Right. While she tries hard to make her presence felt at both her house and work place, she scarcely succeeds. It’s like old wine in new bottle, yet viewers will still like it,especially when it’s about a girl next door and easily identifiable. Of course, it now depends on Mahi to make it work for her. Seven revolves around seven people who are blessed with special powers and fetched a TVR of 1.1 and dipped in the second week to 0.9. They all are out to save the world for good from evil powers. The concept is hackneyed but Seven is touted to be India’s first sci-fi show. But looks like viewers are giving it a cold shoulder. The show has Shama Sikander in the lead with other names. The action scenes look very amateurish and we just hope that the show picks up. Powder has a strong storyline and it’s set against the backdrop of drugs and those out to nab the people spreading the dirty business. The show which started with a TVR of 0.5 is fully action loaded, yet it has failed to show any good signs for the channel yet. Viewers who are now looking for social issue dramas are not warming up to Powder because the show is full of action and violence. But it has a very strong script and a special mention goes to the actors of the show who have been putting in their best. The performances are strong and there are chances that the show might pick up. Rishta.com too has failed to create a ripple even with names like Suchitra Pillai, Jugal Hansraj and Shruti Seth (maybe the names weren’t exciting enough to begin with). The show is set in a matrimony office. So far it has managed a TVR of 0.4 and 0.6 and it is not very sure if the show will pick up in the coming days. May be it’s got something to do with its ‘seen it before’ quality. All in all, the channel and the production will have to overhaul the shows to make that big impact.