Hindi GEC Colors has started the New Year on a high, maintaining its numero uno position. Airing of the recent Bollywood hit ‘Ajab Prem ki Ghazab Kahaani’ on December 27, 2009 (between 8 pm and 11.30 pm), has also enabled the channel to grab the largest slice of the viewership pie with a 7.5 TVR.
According to TAM Media Research, in Week 1, the channel led the Hindi GECs with 336 GRPs and a 24 per cent market share (C&S, 4+, HSM).
Ashvini Yardi, Programming Head, Colors told exchange4media that while she had expected the movie to do well, she did not expect it to garner such high ratings. She, however, declined to comment on the strategy adopted by the other channels.
Besides bagging the top spot in the Top 10 programmes during the week, the movie also recorded the highest viewership since 2005. Before ‘Ajab Prem ki Ghazab Kahaani’, ‘Dhoom’, which was telecast on Sony on May 29, 2005, had recorded 7.1 TVRs, while ‘Krrish’, which was telecast on Star Plus on May 6, 2007, had garnered 5.5 TVRs.
Barring Star Plus, which is currently placed second with 298 GRPs, all other Hindi GECs, too, had a movie aired on December 27 in the same time slot as ‘Ajab Prem ki Ghazab Kahaani’ on Colors. Star Plus had aired ‘Music ka Maha Muqqabla’ at 9.00-11.00 pm, which recorded a TVR of 2.3.
The movie ‘Ek Vivaah Aisa Bhi’, which was telecast on Zee TV, garnered 1.2 TVRs, while ‘Bhoothnath’, which was aired on Sony TV, recorded 0.6 TVR. ‘Dhan Dhana Dhan Goal’ on NDTV Imagine recorded 0.3 TVR.
Akash Chawla, Head - Marketing, Zee TV, explained, “The movies on Zee Cinema as well as Zee TV are scheduled beforehand and we can’t keep reacting to what the competitor is doing. Whatever steps are taken, are done in the best interest of the network.”