Intam's ratings for the week ended January 14, takes into account 29 cities in India for all cable and satellite homes for males and females in the 15+ age group. As per the ratings, the top programme has been Kyunki Saas Bhi Kabhi Bahu Thi which is also aired on Star Plus. Kyunki Saas Bhi Kabhi Bahu Thi is the most-watched programme with a rating of 10.16 TVRs for the episode which was aired on January 9. The soap also occupies the second position (for the episode aired on January 10) with a rating of 9.75 TVRs.

The Amitabh Bachchan hosted game show occupies the third position among the most-watched programmes on cable and satellite television. Kaun Banega Crorepati occupies the third position with a rating of 9.14 TVRs. This is for the episode aired on January 9.

According to Ravi Kiran, general manager, Starcom Worldwide, viewer interest has slackened for the game show. He says that Kaun Banega Crorepati has not added any new viewership in the last three months. "The existing viewers have actually started watching less of the game show", he explains. Mr Kiran adds that the entertainment value for the programme has overall been falling.

Industry observers point out that game shows internationally are never aired continuously for a long time. "There is always a break at intervals to ensure the programme maintains its freshness among the audience", they explain.

Mr S Yesudas, associate vice president, Initiative Media, disagrees with the idea of the show taking a break. While agreeing that there is a fatigue syndrome that has set in, he points out that it is quite marginal because of the predictability in terms of the format. Mr Yesudas points out that the success of Kaun Banega Crorepati has helped other programmes on Star Plus.

"The awareness for other programmes on Star Plus has increased because of the rub-off from KBC." Agrees an independent media analyst, who says there is no logic in taking the show off the air. "It is only Kaun Banega Crorepati which has been the channel driver for Star Plus", he adds.

Sony's Jeeto Chappar Phad Ke is scheduled to go on air on Friday and on being asked if the audience fatigue with KBC is likely to have an impact on the new show, one analyst comments, "there is a market for another game show as long as it is executed well and manages to create and eventually sustain viewer attention."