Kya Aap Paanchvi Pass Se Tez Hain?

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Kya Aap Paanchvi Pass Se Tez Hain?
Kya Aap Paanchvi Pass Se Tez Hain?

Sponsors want KPPPSTH format revamp!

ronitfan IF-Stunnerz
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ronitfan

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Posted: 14 May 2008 at 1:19am | IP Logged
Sponsors of SRK's Paanchvi Pass ask Star to reformat show   Message List  
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NEW DELHI: Leading sponsors of Star Plus 'Kya aap paanchvi pass se tez hain ' have expressed their unhappiness to the broadcaster about how the show has turned out, and have asked Star to rework the format of the show.

Sponsors say the format has been diluted compared to the original 'Are you a fifth grader' on which Paanchvi Pass has been designed. They have also alleged that Star is overplaying Shah Rukh Khan's star quotient in the show. The low opening TRPs have not helped either. Paanchvi Pass has delivered ratings significantly lower than the ongoing Indian Premier League which is being aired on Sony Max.

The head of a leading sponsor said: "The content leaves a lot to be desired. The way the questions are structured is not very engaging and it's quite different from the original 'Are you a fifth grader' show." A member of the production team added that internationally the show has a lot of focus on education which is not seen in its Indian avataar and even the look and feel of the show as it was shown to the advertisers.

The show debuted with a rating of 4.61 as per TAM data across cable & satellite 4-years-plus households. IPL, in contrast, opened to a TVR of over 8 and its matches have subsequently settled down to ratings between 3 and 6. As per the latest TAM data, all the five episodes , Paanchvi Pass has delivered a rating of 3.4 in all C & S homes in the major Hindi speaking markets.

An email sent by ET to Star India officials was not responded. Sponsors and their media buying partners say the reason for the low ratings of Paanchvi Pass cannot be attributed to clashing with the IPL series alone. Said the head of a media buying agency on behalf of one of the sponsors: "The format has been diluted and the questions and answers seem incidental. There is too much of song and dance in the show, and we have been complaining to Star officials from Day One."

Apart from presenting sponsor Bharti Airtel, other Paanchvi Pass sponsors include PepsiCo, Havells, LG Electronics, L'Oreal India, Parle Products, Tata Sky, Ambuja Cement, Pidilite Industries and General Motors.

Having already shot 30% of Paanchvi Pass episodes, Star is now making desperate attempts to keep its sponsors and advertisers happy. The broadcaster has offered its sponsors free advertising on the show's re-runs on weekdays and a back-to-back three hour show on Sunday afternoons.

Sources say Star has made Rs 140 crore through ad revenues adding that it could get end up making about Rs 150-160 crore in all from Paanchvi Pass .



Edited by ronitfan - 14 May 2008 at 1:20am

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