Yash Chopra’s small-screen debut with YRF TV on Sony Entertainment Channel has met with lukewarm response from viewers. Of the five shows Chopra launched, the reality show Lift Kara De, hosted by Karan Johar, and action thriller show Seven, hit the tube on January 1; their viewership ratings are 1.3 and 1.1, respectively.

According to TAM Media Research, the third show, Mahi Way, which first aired on January 2, has a 0.9 rating between 9 pm to 10 pm. “The ratings have been disappointing. And, there is no scope for the ratings to grow in the weeks to come,” said a key figure from a media buying agency.

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Also, during the time band when Mahi Way was introduced, a show on Star Plus Music, Ka Maha Muqqabla, had a viewership rating of 3 (9 pm to 10:30 pm).

The initial ratings are certainly a cause for concern among advertisers who have bet high. Each of the four fiction shows have a sponsor on board for almost Rs 2 crore each. Advertisers had high hopes for the 20-week celebrity show, Lift Kara De, since the 10-second ad spots were estimated to deliver viewership ratings in the range of 3-4, according to sources. “It’s too early to comment on what advertisers will do now. We will consider data of the first two weeks before taking a call,” said H Vishwanath, National Trading Head, MediaEdge.

Experts believe the low viewership rating could be due to lack of effective promotion. “Viewers were laoded with promos of too many shows. The channel and production house should have planned the promotion in a phased manned. communicated about one show, built on it before its TV lauch,” said an executive from GroupM.

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