The second generation of Hindi general entertainment channels have had many trends to throw and quite a few stories to tell. The unclear No. 3 trend continues, but Colors has ensured that if it is not above 130 GRPs, it is not No. 3. From a ratings’ point of view, this is disruption delivered.
If Colors’ officials were a trifle upset last week to lose out the No. 3 spot by just two points to Sony, this week’s numbers surely would have meant celebrations. With 163 GRPs in week 34, Colors is just 57 points behind No. 2 player Zee TV. Colors has gone beyond the 150-GRP mark in just four weeks. On the numbers’ count, there is no denying that Colors has been the most remarkable launch amongst the second generation Hindi GECs. The channel numbers are strong enough to worry established players like Zee TV and even Star Plus.
TAM Media Research data shows that for the C&S 4+ in the Hindi speaking markets, on the all day weekly GRPs count, Star Plus leads with 312 GRPs. Zee has grown by 11 points to be at 220 GRPs, and Colors has occupied a comfortable No. 3 position with 163 GRPs. Last week, this number was at 128 and Colors trailed by just 2 points to be at the No. 4 position. Sony, which had seen a huge jump in the last week to be at 130 GRPs, is at 96 GRPs this week. NDTV Imagine continues with its 90s run and has 91 GRPs this week. Star One has dropped by 4 points and has 87 GRPs this week. 9X is at 81 GRPs; Sahara One is at 70 GRPs; SAB is at 30 GRPs; and ZeeNext is at 10.
If only the weekly primetime data was seen, given the fact that most new channels are active only in this time block at present, Colors is again on the No. 3 spot. Star Plus has 166 GRPs; Zee TV is at 133 GRPs; Colors has cornered 88 GRPs; Sony has 50 GRPs; Star One has 47 GRPs; Imagine has 40; 9X has 38; Sahara One has 32; SAB has 14; and ZeeNext has 3. The overall Hindi GEC primetime GRPs have grown from 589 to 610 in this week.
A significant growth for Colors GRPs has come from its weekend numbers. Last weekend had contributed 9 points to Colors’ overall GRPs. This week, that number is at 24, which is second only to Star Plus that had 29 GRPs in the weekend. Zee TV has 22 GRPs from its weekend programming, while Sony has 21.
The shows that have done the trick for Colors are ‘Bigg Boss’ that made a debut with an average TVR of 2.17 across the week. The launch episode delivered 2.48 TRPs. Hindi feature film ‘Welcome’ would have helped the audience lead into ‘Bigg Boss’ with a TVR of 1.98. Continuing with the trend of the opening week, ‘Balika Vadhu’ has delivered the highest amongst the scripted shows. The show has garnered an average 2.54 TVRs, with an episode peak of 2.92. ‘Jai Shri Krishna’ has picked up in the last few weeks, and has managed an average weekly TVR of 2.07, with a peak of 2.45.
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