The hotly anticipated TV debut for Bollywood star Aamir Khan is set to shake up Sunday morning programming when his show, Satyameva Jayate, launches on India's Star TV on 6 May.
Reportedly the News Corporation-owned network's most expensive programme to date, Satyameva Jayate will be simultaneously aired in seven languages across nine of Star's entertainment channels.
However, there has been some scepticism among advertisers at Star's decision to opt for Sunday morning transmission, given general entertainment TV viewing figures can traditionally drop by 40%, compared to weekday prime time slots.
Explaining the decision Gayatri Yadav, executive vice president, marketing and communications, Star India told CNBC-TV18: "We wanted a time-slot for the show where the family could come together and get involved in the show. That's how the tele-serials Ramayana and Mahabharatha captured India's imagination. And there's really no reason why we cannot try doing it again."
Eight sponsors, including Axis Bank and Skoda Auto India, are now on board, having reportedly paid between INR 70,000,000 and INR 200,000,000.
Despite some advertiser wariness, media buyers reportedly expect Star to charge a 500% premium for advertising slots during the show. So a ten second spot that now sells at INR 10,000- 12,000, could earn the network over INR 500,000, according to CNBC-TV18.
If so, this would make Satyameva Jayate the hottest property on Indian television after the Indian Premier League (IPL) twenty20 cricket tournament – currently drawing high ratings on SET Max.