CHannel [v]'s reality show Super Singer, STAR India's response to Sony's Indian Idol, has debuted with a bang. The musical talent hunt, which was telecast on December 2, got a TVR of 6.9 (source: TAM, Hindi speaking markets, C&S 4+) on STAR Plus alone.
While STAR's strategy to premiere the show on its flagship channel STAR Plus has clearly paid off, even CHannel [v] has commanded more than 50 per cent of the eyeballs among music channels. Among its core audience across five metros (C&S ABC 15-34), the music channel dominated the 9-10 pm slot on December 2 with a 68 per cent share.
Apart from STAR Plus and CHannel [v], the Samsung Super Singer was simultaneously telecast at STAR One, STAR Gold and STAR Utsav.
Attributing Super Singer's initial success to the simulcast, CHannel [v] head honcho Amar Deb says, "The simulcast has ensured sampling at its best for the show. With 12 million-plus tune-ins, the show managed to get the urban and youth vieweship through STAR One and CHannel [v], and the Hindi heartland viewership through STAR Plus, STAR Gold and STAR Utsav."
Clearly, STAR has used its massive reach to ensure the show's initial popularity. Now, it remains to be seen how the show manages to retain and hopefully capitalise on its initial sampling.
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