| MUMBAI:
Star Plus' big ticket show Kya Aap Paanchvi Pass Se Tez Hain? debut with
a TVR of 4.61, as per latest Tam data (HSM, C&S 4 +).  Hosted
by Shah Rukh Khan, it is the highest rated show in the Hindi general entertainment
(GEC) space for the week ended 26 April.
For
those who had higher expectations, it has been a bit disappointing as the TVR
dipped to 3.7 the following day. Among
the three metros, the show has clocked well in Delhi with a 6.13 TVR while in
Mumbai it garnered 4.78 TVR. However it is in Kolkata where Shah Rukh Khan could
not lure enough audiences and the show had a rating of 2.07. Star
Plus VP marketing and communication Prem Kamath says, "We are pleased with
the first week's ratings. It is definitely going to pick up as there are lots
of surprises in the weeks to come. Besides the IPL matches also has had an effect
on the TVRs." When
queried about the low ratings in Kolkata, Kamath says, "In places like Kolkata,
regional channels work better than Hindi ones. Even the talent hunt show Amul
Star Voice of India did not fetch us good TVRs in Kolkata, though it worked
well in the rest of India." With
Paanchvi Pass ratings, Star Plus weekends has seen a 142 per cent growth
in the Friday - Saturday 8 pm slot as compared to the last 13-week average for
the same timeslot.
The
kids have taken well to the show. It has managed to get a
TVR of 8.1 among the girls (10-14 years of age). For boys
in the 10-14 years age group, it has garnered 5.7 TVR.
Star Plus has entered into licensing and merchandising rights with Baskin &
Robbins for a customised Panchvi Pass ice cream, India Games for a special game
based on Panchvi Pass questions and community web site Face Book. Besides,
Star Plus has also tied up with Camlin for special Panchvi Pass pencil box for
kids.
With Bharti Airtel as the presenting sponsor, the 36-episode show
has 10 associate sponsors including Parle Products, Tata Sky, Ambuja Cement, L'Oreal
India, Pidilite Industries, Havell's India, General Motors, Pepsi Food India,
LG Electronics India and Halls.
Paanchvi Pass owes its format to the international show Are You Smarter
Than a Fifth Grader? and is produced by Synergy Adlabs. The winner gets to
take away Rs 50 million as prize money. | 
