What keeps CID going?

If there is one show that has been a permanent fixture among Sony Entertainment Television's bouquet of offerings in the Top 100 shows on C&S television, it is crime thriller CID. Though not hogging the limelight with double-digit TVR figures, the show's consistent presence week-after-week, is an indicator that it has a loyal following even after five years of being on-air.

For the week of June 22-28, 2003, for instance, the show, telecast on Fridays at 10.00 pm has garnered a TVR of 2.4. The week before, that is, June 15-21, the figure stood at 2.7 while the TVR as on June 13 was 2.9 (Base population: C&S 4+).

No doubt, it has been a consistent performer, representing Sony on the ratings chart with unfailing regularity. Take its performance six months back. In the week January 19-25, CID was at No 66 with a TVR of 2.9. In mid-February it was at No 88 with TVR of 2.7. CID has refused to cede ground to new shows on myriad channels.

Produced by BP Singh and Pradeep Uppoor of Fireworks Productions, CID is also directed by Singh, and, according to Anupama Mandloi, director, on-air programming, Sony Entertainment Television, is the "real force behind the show". "He is involved with every aspect of the show - be it the script, screenplay, direction, designing of the shot or even the shooting of the episode."

A committed crew and director, notwithstanding, the basic draw of CID, according to Mandloi, is its simplicity. "The storyline is simple with the case solved over two episodes. What gives it that edginess, however, is the twists and turns built into the plot. This whole milieu of the unfolding of a case is something that the audience relates to."

Agrees a senior media planner with a Top 10 agency, "Indian audiences have a certain attachment to suspense-led shows. The way in which a story progresses or a case is resolved has always intrigued them."

That apart, the character of ACP Shrikant Patkar (played by Shivaji Satam) too has hit off well with the audience. "There is a lot of credibility attached to that character. The moment he comes on screen, the audience knows that the case will be resolved," states Mandloi.

Opines a media observer based in Mumbai, "There are very few shows targeted at men. ACP Patkar and his band of crime busters go a long way in reassuring the viewer that a case will reach its logical conclusion."

What is heartening is that at a time when elaborate family dramas continue to occupy viewer mindspace, there is at least one show that has bucked the trend with its consistent viewership. © 2003 agencyfaqs!