Colors, the Hindi general entertainment channel from Viacom18, has opened to good numbers according to TAM Media Research data. For the target C&S 4+ in the Hindi speaking markets, the launch week GRPs of the channel is 81. In comparison, NDTV Imagine had opened with 56 GRPs, while 9X had debuted with only 21 GRPs. A closer look at the ratings shows that ‘Fear Factor Khatron Ke Khiladi’ has paid off for Colors. This driver show has opened to a 2-plus TRP, and the numbers for the show has grown episode-on-episode.
As is seen across various newcomers at present, fiction programmes on Colors, too, have not opened to encouraging highs. ‘Balika Vadhu’, however, is an exception here with two episodes of the show rating 1-plus. ‘Bandhan Saat Janamon Ka’, ‘Jai Shri Krishna’, ‘Jeevan Saathi’, ‘Mohe Rang De’, ‘Rahe Tera Aashirwaad’ and ‘Saajid’s Superstars’ have not been able to reach the 1 TRP mark in the opening week.
In the launch week, Colors by default would get rated on over five days of programming, unlike other channels that would be rated for the full week on TAM Media Research data. A comparison of the shares of the Hindi GECs in that sense would not be absolutely accurate in this week. However, the overall trend reiterates the chaos created in the No. 3 position. At present, five channels – NDTV Imagine, Sony TV, 9X, Star One and now Colors – seem to be beating each with a few GRPs to take on that spot.
Primetime data shows that Star Plus has seen a dip in the week as have Zee TV and Sahara One. However, NDTV Imagine, 9X and Star One have grown.
Star One’s numbers are coming from format show ‘Zaraa Nach Ke Dikha’. For Sony, too, it is ‘10 ka Dum’ that has delivered for the channel and even on 9X it is shows like ‘Chak De Bachche’ that have been delivering. ‘Mahabharat’, too, has been giving good numbers to 9X, but the show has slipped this week. On NDTV Imagine, the format shows don’t seem to have created the steam, but the likes of ‘Jassuben Jayanthilal ki Joint Family’ have rated in addition to the channel’s driver show ‘Ramayan’.
Gen Next Hindi GECs shine: Colors toughens the competition for No. 3 slot