Why ‘Satyamev Jayate’ chose the Sunday morning slot
4 December 2014
The much popular social awareness show on Star Plus ‘Satyamev Jayate’ (SMJ) not just had the backing of a star presence but also had broadcaster Star’s faith in it. So much so that Star Plus was willing to give the show a primetime slot.
Speaking at indiantelevision.com’s The Content Hub, SMJ director Satyajit Bhatkal revealed the detail about SMJ’s original positioning. “We had the option of choosing any slot. In fact Star wanted us to take primetime on Friday, Saturday or Sunday,” he said.
The idea behind this was to fish when the fish is in the pond, the tactic that fiction shows depend on. But denying this offer, it went ahead with the Sunday morning slot. “We were assured that Sunday morning was a graveyard hour where viewers don’t come,” said Bhatkal.
SMJ wanted a clear space and appointment viewing for itself when a person isn’t surfing between channels. “We wanted the viewers to take the trouble to wake up and sit in front of the TV, preferably with family, with the specific objective of watching SMJ which is also a limited offering,” he added.
He was also aware that their unusual way of pushing the show was a nightmare for both the promotion and sales team but according to Bhatkal, it has succeeded in bringing viewers which is visible both by ratings as well as social media.