CI: The launch campaign for the show seems to have paid off …
Gayatri Yadav (GY): Yes, the show has been very well received; it has made huge impact. The rating of 4.1 (All India, 4+, C&S and terrestrial) shows that. People are saying that we used an ‘intrigue’ strategy for the launch. The truth is we wanted people to experience the show for themselves, because it defies fitting into any genre . We wanted to create a show with a certain sensibility and a certain aim and we believe we‘ve done that. For Star, the show represents a big leap.
CI: Now that the launch is done, and the intrigue is over, how do you plan to keep the momentum going?
GY: On May 6, Satyamev Jayate was the most searched on Google India. The show has started to generate appointment viewing; and the momentum will build at multiple levels. The intrigue about format may be over. But there is excitement about what the next episode’s topic will be. For the first time for any television show, there are no episodic promos. The buzz around next week’s episode is visible from the conversations we see happening. Post launch, we also see audiences participating through SMSes. The digital piece is really reflecting the excitement - the show’s Facebook page is touching 8,00,000 fans and it is only as old as the show. Star Plus has a great fan base of 1.3 million on Facebook, and that is great, but that has taken so much more time to develop. And of Satyamev Jayate’s 8,00,000 fans, we have half of them talking about the show. Leading from the show, we also see follow ups happening on ground, like we did in Rajasthan (pushing Fast Track courts for the issue raised by the show). The show has now taken a life of its own. We see the impact it has had on peoples’ lives through the video walls and discussion platforms on the show’s Website satyamevjayate.in.
CI: The cumulative viewership goes beyond markets that can be engaged through social media, especially the terrestrial markets. What are the plans for those segments?
GY: The show is only two episodes old, and we’ll continue to engage viewers through to the 13 episodes. Doordarshan has been doing a lot of radio engagement, and supporting and promoting the show through on air advertising . There are print campaigns that will reach out to those markets too. We’ll also be doing a lot of consumer activations across all markets going forward.
CI: So much has been invested into a 13-week property. Given initial success, could there be a case for going beyond?
GY: It’s a defined season, of 13 episodes. And each week is a different topic, and each week is intense. This season itself has taken two years to complete, starting from the initial research. The show needs holistic examination of issues with high emotional intensity. 13 weeks is about three months, and that’s a good duration. We could definitely consider coming back for more, but it’s too early to say anything on that. It’s a brand we’re building; Satyamev Jayate taking on the hues of a brand.