Star India's latest show, Satyamev Jayate, was a bold gamble. A show, helmed by a super star, yes, but one that trafficked in all of the painful warts within the Indian society that you would have imagined no one wanted to see.
Then, there was the considerable price tag-an estimated Rs 4 crore an episode against Rs 35 lakh-Rs 2 crore for a regular, star-hosted non-fiction show.
The stakes were high, and the company put all its muscle behind not just sculpting the format but also ensuring maximum impact. It leveraged the power of its network, playing it across channels and languages and getting Doordarshan homes in.
It also chose the moribund Sunday morning slot. Most of this worked. More than 100 million people watched the first episode. This went up to over 370 million by the fourth.
Text: Business Standard
Images: Star India