CSA and the Social media Tamasha
Star India's and Amir Khans biggest project, 'Satamev Jayate' started off with rave reviews and greater expectations. A doe eyed Amir khan along with victims of persistent social evils in the country bring out the defacto grudges, apathy, abuse and conflicts still prevalent in the country.
Everyone has been talking about this show long before its first telecast and still continues to be point of intense debates.
So why then would social media lag behind? The most potent kind of communication platform available, social media took matters in its own hands about the pros and cons of this ambitious project.
According to a report by Starcom MediaVest, 'Satyamev Jayate' recorded around 6.5 lakh 'likes' on the social networking site Facebook by May 9. The show has been among the top five trending topics in India on Twitter and has had around fifteen thousand followers the next day.
The second episode aired on 13th May highlighted the very hush-hush issue of Child sexual abuse in India. The victims of this heinous abuse were called upon to talk on what they went through and what they learnt from it.
This episode shocked the country by presenting the statistic that 53% of children allegedly undergo this abuse. A few cases were presented that further shocked the nation. There were real life cases of Anamika, Cindrella, Ganesh and Harish who further garnered courage and spoke out openly, that made all parents think twice about the people they trusted most in their family circles as well as their closest friends.
A report by Exchamge4media group said that, "Before the telecast of the second episode, some accused Aamir of borrowing the 'idea' of his show from Barkha Dutt's 'We the People', even 'borrowing' some of the victims from either Barkha's show or Zindagi Live. But in saying that, these people seemed to have missed the point.
However, as opposed to the buzz created by the first episode, a sharp decline was noted on all platforms including TRP ratings and social media activity.
Twitter saw a 52% drop over last week and we noted a total of 12565 mentions of #satyamevjayte (only this specific hashtag)
In terms of timeline, the pattern was very similar to the 1st episode, though volumes were much lower
Volumes matched upto 11 am, but couldn't build-up to last week levels thereafter
Note the significant drop in reach and impressions.
(Pic Courtesy Twitter Report: Star Plus)
With sighs and bloodshot eyes, Amir managed to strike a tone with the audience, but nevertheless, gradually, the misty eyes and bated breaths gave way to pragmatism and practicality.
It got its critiques and analyses from major social network sites like Twitter and Facebook on the voracity of the channel and the anchor. Ironically, these same websites were earlier trending and gushing about the magnanimity and vision of the show.
Critic and Journalist Pritish Nandy said, "A movie star does not see exposing the truth as his job. His job is creating illusions. So while he may occasionally endorse a cause, he will be the first to step aside when things get rough. I don't blame them. It's not what they set out to do."
Harrish Iyer one of the victims who came forward and relegated his story, after initial sympathy received some flak about keeping his sexual orientation under wraps through out the show. This created a spark on the social network with people questioning the reason for this hide-up.
Some viewers went full steam against the show .
- SATYAMVEY TRUYLY WORTHLESS OTHERWISE IT"S NOTHING BUT A TRP EXCERCISE.!!!
- Men, do not support Aamir Khan blindly. He is spreading hatred (misandry) against Men. Oppose all Domestic Violence Laws like Section 498a, until they are made "Gender Neutral".
In India, a topic like child sexual abuse has been extensively discussed inbooks, niche NGO programs and feature shows of news channels, however this was the first time that a topic like this was aired on national TV for a wide audience which created a buzz bothy positive and negative while Amir Khan moved on filming yet another episode and getting paid yet another heavy fee.
Whether it is the star power of the anchor or the honesty of the show, it has received mixed responses. It's all a wait and watch for the views and Mr. Khan himself.
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