Unlike many a blockbuster films that take a huge opening on the first weekend, recover their investment and either remain stable or take a downslide at the box office, Akshay Kumar's dare devilry filled Khatro Ke Khiladi Level 2 too is taking a similar route though with a slight difference. Instead of slowing down after a 'huge opening' on television, it has shown a consistent jump with every passing day.
Confirms Ashwini Yardi, Programming Head, Colors, "On the first day the AMAP number was 2.9, which is extremely good by all standards. By the third day it was already 3.7. The 9:00PM - 10:00 PM slot on which KKK is currently being aired was earlier rated at 1.2. From 1.2 to being 3.7 is more than 300% jump and naturally we at Colors are quite excited. KKK is a brand for us and such huge success for the second season has reassured our belief in the concept. We had launched our channel with Level 1 of KKK last year and even then its number was 1.5. This is why KKK is the most promoted show on Colors."
Now that the 'opening' has been achieved, how is the channel looking at keeping the momentum up for the show?
"Looking at the way last week has gone, the momentum is pretty much in place. Regarding a huge opening, then well marketing can make you reach to a particular level on the first day but after that it's the content that matters", she reasons, "If that wouldn't have been as strong, the numbers would have lost rather than showing escalation as days had progressed. This pretty much shows that the word of mouth has been immense. We are confident that the momentum would continue in the coming weeks and the proceedings for all contestants too would become more and more interesting from here on."
Of course the show wouldn't have seen the kind of popularity as it has gained today if not for Akshay's informal interaction with the participants and a striking sense of humour.
"Of course yes, that's a major factor", she agrees, "People have loved Akshay's sense of humour in the show. As a mentor who can advice, shout or laugh as per the demand of the situation, he has been an asset to KKK."
Considering the fact that there have been widespread talks around Akshay being paid in crores for each of the episodes of KKK, does the channel feel that the investment has been worth it?
"Well, our policy doesn't allow us to talk about remuneration of people associated with us", she takes a firm stand here. "Of course the figures quoted by different sources are well, just 'source figures'. At the end of the day, it's us and Akshay who know the entire truth. However, this doesn't take away from the fact that the show and Akshay are the perception driver for the channel and we are proud of both."
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