The Failure of Zee's Sawaal Dus Crore Ka

The Zee Defensive - SDCK Contd...

The me-too image of the show was seen as a major hindrance to its popularity. SDCK sets looked similar to KBC's with the same seating arrangement and similar blue lighting. But there were undefined arches under which the contestants seemed to disappear. Even the audience section was badly lit. On the program content front, SDCK's elimination rounds were confusing - making things long and dull for the viewers. The language of the questions seemed to be complicated to the viewers. It seemed as if even simple questions were complicated, and this seemed to create confusion in the minds of the audience.

Instead of the 'three lifelines' of KBC, SDCK had three trumps; instead of 'lock kiya jaye,' it was 'freeze kiya jaye.'¹¹ There seemed to be no spontaneity in the show as the anchors failed to strike a comfortable relationship with the participants. Lack of a healthy working relationship between the two anchors also marred the show.

Some analysts felt that the presence of two anchors created confusion. Viewers seemed to be irritated when both anchors spoke at the same time. Gajendra Singh, Director, SDCK commented, "They had massive ego clashes and I think it showed on screen." The anchors failed to win over the audience, whereas KBC's anchor, with his immense popularity, had completely won over the viewers.

There was an also lot of audience interaction in KBC, which seemed to be missing in SDCK. Before launching KBC, Star Plus had spent months preparing Amitabh Bachchan for the show. However, according to Anupam Kher, they could not rehearse for even three weeks before the shooting of the show commenced. Meanwhile, KBC gave SDCK a tough time by airing 'special' shows with Bollywood celebrities on the occasion of Diwali and New Year. Considering the show's miserable TRP ratings, and the fact that it was drawing flak from all quarters, Zee TV announced the termination of its contracts with both Anupam Kher and Manisha Koirala after 26 shows were aired. It said it was doing this because the poor working relationship between the two had affected the show badly. The channel also announced that it was discontinuing the present format of SDCK. It said it planned to re-launch the show with new anchors after re-conceptualising and re-formatting it.

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11] Lifelines/Trumps were given to contestants to help them answer questions with external help. Locking/Freezing
were terms used to register the final answer with the computer.

Case Details

Case Code : BSTR004
Themes: ---
Case Length : 9 Pages
Period : 1991-2001
Organization : Zee TV, Star TV
Pub Date : 2001
Teaching Note : Available
Countries : India
Industry : Media and Entertainment

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