Exclusive | Did Satyamev Jayate live upto its expectations?

Even before the first episode was telecast, the marketing noise around it had been raised to several decibels and every effort was made to ensure that its promo reached everyone’s ears and eyes. The show after all was a supposedly first in the history of Indian television. And the stakes were really very high. For the first time Aamir Khan, Bollywood’s number one actor was getting on to television and for the first time Star TV was to telecast a show like “Satyamev Jayate” on all its channels simultaneously in eight different languages plus the I&B ministry too was convinced and Doordarshan was roped in.

 

So what was the reaction to the first episode of Satyamev Jayate which was slotted on a Sunday morning 11 am slot rather than prime time slot in the evening? The reactions were mixed. From the number of tweets online to newspaper reports, some felt it was a great concept and a huge success. The theme of the programme which will have 13 episodes is all about tackling burning issues of social relevance, the first dealt with female feticide. There were some who felt that why should someone  spend a nice time like a Sunday morning watching a show that deals with issues of social relevance and is not a pure entertainment. For them Sunday morning is a time to unwind, meet friends, play with the kids etc.

 

Whatever be the reactions, it has to be mentioned that a lot of planning has gone into this big budget show. Aamir Khan whose production house is doing this programme is known for his meticulous planning right from conceptualization to the end marketing. We have already seen that with his films. The first episode of Satyamev Jayate was very well packaged in terms of presenting the views and opinions on the subject were concerned. Presenting both sides of the coin and involving participants from urban as well as rural areas, presenting the facts about the subjects – everything was done well. The amount of research and the efforts that had gone behind the show was evident. Star TV too on its part must have done a lot of planning to ensure that the programme gets the highest viewership. Simultaneous telecast at a common time slot across its channels in eight different languages is no mean achievement. After Kaun Banega Krorepati this is its first big anchor show although the genres are different. And after the Big B, Aamir Khan is the current numero uno of Bollywood cinema. So getting him on its platform amidst competition is an achievement.

 

Star TV has nothing to lose, so has Aamir Khan if the programmes fails to generate satisfactory TRPs. The programme has been sold to big advertisers and the costs have been well cushioned. For it even if it fails, it will have the satisfaction of having taken up an issue of social relevance and having tried atleast. But that is unlikely to happen even in a worst case situation, thanks to the star power. As for Aamir Khan, there is no doubt about his dedication to whatever he does. This is no different. It is said that he has stopped or asked his brand owners not to advertise the brands he endorses till the show is on. He obviously does not want the brands to capitalize from the show. On the flip side it is believed that he has charged a huge sum per episode rumoured to be around Rs 3 crores per show in lieu of the opportunity cost forgone by not doing brands endorsement. Whatever may be the truth one will not come to know?

 

It can only be said that Satyamev Jayate is a decent enough presentation and let’s hope that it succeeds in the objective it has set out for itself – that of bringing socially relevant burning issues into debate and discussion… and possible action.