aMap had shown Colors as the No. 2 channel for week 37. Though TAM Media Research’s week 37 doesn’t put Colors in the No. 2 position, but with 198 GRPs under its belt for C&S 4+ in Hindi speaking markets, Colors surely wouldn’t be complaining. TAM Media Research shows that for the week 37, Star Plus is at 288 GRPs, while Zee TV is at 212 GRPs, which means Colors is just 14 points away from Zee TV and less than 100 points away from the market leader.
In comparison, Sony had 98 GRPs, Star One managed 78 GRPs, NDTV Imagine scored 74 GRPs, Sahara One had 66 GRPs, 9X was at 56 GRPs, and SAB had 34 GRPs. When Colors had launched, the GEC battle saw a new channel in the No. 3 position every week. The last few weeks have changed that, and the battle is now for the No. 4 position. It is evident that Colors has delivered on its promise of disruption, at least so far.
‘Balika Vadhu’ had grown further in this week and had averaged at 4.6. ‘Jai Shri Krishna’ had averaged at 3.5 TRPs. ‘Jeevan Saathi’ had averaged at 1.2 TRPs and ‘Bandhan Saath Janmon Ka’ had averaged at 1 TRP.
Was the channel expecting this? Rajesh Kamat, CEO, Colors, candidly replied, “A GRP of 198 in the eighth week? Honestly, no. Our focus, however, never was what a particular show would rate. We have done enough research, and for us, the whole game was to get into the house first. We had two buzz makers for that and from there on, the fiction shows had to take off.”
Colors has seen significant interest from the industry, and many media observers have had quite a few concerns around the channel as well. The first observation was that with the exception of ‘Balika Vadhu’, no fiction show was delivering for the channel, and that that would be a concern over the next few weeks. Kamat explained, “While ‘Balika Vadhu’ and ‘Jai Shri Krishna’ are already showing high numbers, ‘Jeevan Saathi’ and ‘Bandhan Saath...’, too, have broken into the 1 TRP mark. These are conventional shows, and they have a fair amount of differentiation. These shows will grow further from here. So, that is four fiction shows doing well for the channel.”
Another observation made was that while the ratings were there, the reach wasn’t, and that reach too was very critical. On this, Kamat said, “If you look at this week’s reach numbers, we are at 54 per cent, and that is not far behind the lead players.” Data shows that for week 37, Star Plus had 61 per cent reach; Zee TV had 55 per cent and Sony had 52 per cent reach. In comparison, if last week’s data was seen, Colors had a 53 per cent reach; Star Plus had 60 per cent and Zee TV had 54 per cent reach.
Yet another ‘allegation’ made was that the investments – both programming and marketing – on the channel were very high. Would Colors be able to sustain this? Kamat reasoned, “While I cannot talk numbers, let me tell you the way we are looking at it. The GEC game is all about fluctuating channel ratings. We are cognisant of the fact that there can be a dip in the ratings going forward. At the same time, however, the trend has been a positive one for us. Show after show has done well. We are confident that we have lined up a fare that would cut through the clutter.”
The expectations are high from Colors. How is the ‘too-much-success-too-soon’ viewed by the channel? Kamat replied, “We are in the league where the battle is for the No. 2 position. There is pressure and I am not denying that, but so far we have done well as a challenger brand.”