The Hindi general entertainment channels (GEC) story was never this ‘Color’ful. As the youngest channel on the block grows steadily in the No. 3 slot, the top players, or even the lower ranked channels in the genre for that matter, aren’t making the game any easier.
In its ninth week, according to TAM Media Research, Colors has crossed the 200-GRP mark and has garnered 217 GRPs for the target C&S 4+ in Hindi speaking markets. Zee TV, too, has grown to 232 GRPs. Consequently, the distance between the two channels has increased very marginally from 14 GRPs last week to 15 GRPs this week. Zee TV is 55 GRPs away from leader Star Plus in this week, while 76 GRPs separate Colors from the genre leader. Meanwhile, Sony, too, grew in the week with 127 GRPs under its belt.
Colors is in the race for the No. 2 channel, but Zee TV is not about to give up its position. Joy Chakraborthy of Zee Entertainment Enterprises Ltd said, “We are just 12-13 per cent away from the market leader. We are growing steadily week-on-week, and we are catching up with the leader. Any competition is healthy, and Zee TV has always welcomed challenges. From an ad sales point of view, we are following the course that we had planned for ourselves.”
As for the other players, Star One has scored 85 GRPs in this week, NDTV Imagine is at 80 GRPs, Sahara One has managed 66 GRPs, 9X gets 57 GRPs, and SAB has 33 GRPs.
‘Balika Vadhu’ did the magic again for Colors and shared the top slot with ‘Bidaai’. The show delivered an average TRP of 5.5. ‘Jai Shri Krishna’ has grown too and averaged at 4. The two shows have helped Colors corner six of the top 10 slots amongst Hindi GECs.
Colors’ 198 GRPs bring it within striking distance of Zee TV