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Genre Check: And it’s Zee TV’s turn to beat Colors & Star Plus now

02-July-2009
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Genre Check: And it’s Zee TV’s turn to beat Colors & Star Plus now

The better part of the year so far has seen the distance between the top three players of the Hindi general entertainment genre – Star Plus, Colors and Zee TV – reduce to a level where advertisers and media agencies are looking at all three with the same glasses. So far, the weeks have seen the top position interchange between Star Plus and Colors. On one occasion, Zee TV overtook Star Plus to be the No. 2 channel.

However, week 26 belonged to Zee TV. This week the channel has done to Colors what Colors has been doing to the traditional market leader, Star Plus, for weeks now.

For the C&S 4+ in the Hindi speaking markets, Zee TV had 243.1 GRPs in week 26. Close behind is Colors with 242.8 GRPs. Star Plus had 218.5 GRPs.

One reason that the week proved to be a positive one for Zee TV was some of its shows delivering strong numbers for the channel. ‘Agle Janam Mohe Bitiya Hi Kijo’ recorded a high of 4.8 TRPs for Thursday’s episode. ‘Hero Honda Sa Re Ga Ma Pa L’il Champs’ scored 3.4 TVR on Friday and 3.8 TVR on Saturday.

However, most media observers have stated that Zee TV is a channel to watch out for also because it has a larger spread of delivering shows. Zee TV’s newly launched show ‘Pavitra Rishta’ has scored an average 3 TRP. Zee TV led the list of top 50 shows in the week with 22 shows, while Colors has 17 shows. Followed by Star Plus with 11 shows.

In week 26, Zee TV led in non-film ratings with 212 GRPs. Colors and Star Plus were at 203 and 195 GRPs, respectively. Zee TV also led even in all days primetime with 143 GRPs. Colors had 131 GRPs, while Star Plus had 114 GRPs.

In a prepared statement, Nitin Vaidya, COO, Zee Entertainment Enterprises Ltd, and Business Head, Zee TV, said, “Though we are happy with the ratings, the proof of the pudding now lies not in numbers but who takes the baton of entertainment forward, and we are overwhelmed by the viewer’s response for all our shows. Also, what is interesting to note here is the fact that Zee TV’s performance is based on its non-film content, hence we have never felt compelled to attempt gimmicks like running break free movies, unlike other channels. The priority has always been to offer the best content, which is also relatable to the viewers and hence our programs like ‘Agle Janam Mohe Bitiya Hi Kijo’, ‘Pavitra Rishta’ and ‘Choti Bahu’ are continuing to do well consistently. Besides, brands like ‘L’il Champs…’ that were launched in the past still continue to deliver good ratings.”

Can Zee TV maintain its lead, one can never tell given the volatile nature that this genre has adapted. However, one aspect that still has consistency is that channel GRPs are not the measure that an advertiser sees, and the game is no longer about one on top but three on top.

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