IPL maybe a hit but SRK is Paanchvi... fail

GAME OVER? Media planners say the IPL effect is the reason behind the show's initial failure.

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Mumbai: Shah Rukh Khan’s magic would have worked for his Indian Premier League (IPL) team but it is clearly not reaping the same results for the much hyped Star Plus quiz show Kya Aap Paanchvi Paas Se Tez Hain?

With opening ratings hovering around at three and four, media planners say it’s 40 per cent less than what was expected from the show.

Compare this to the bumper opening of the IPL at eight for the opening match and a consistent all-India ratings of four-five.

While some media planners say the IPL effect is the major reason for the show's initial failure, others blame its below average content.

“It is a little disappointing but if you look at whom the show is competing against which is IPL then it’s not a bad start. We are hoping that it will pickup over a period of time,” CEO of Madison Group Punitha Arumugam said.

With over Rs 150 crore of advertising money riding on this show, Star is under pressure to deliver ratings. And which is why it has tweaked the telecast timings of the show.

We learn that Star Plus has decided to run a repeat telecast of the show during weekdays and again on Sunday to avoid a clash with Sony's IPL hoping that this would help the channel get more viewership.