TAM Media Research shows that for the week 33, the Hindi GEC space per se has degrown from the 1145 all day GRPs that it had last week to 1138 this week for the target C&S 4+ in the Hindi speaking markets.
A closer look shows that Star Plus is at 311 GRPs this week from the 316 that it had last week. Zee TV has dropped from 211 to 209 GRPs. However, Sony has increased its numbers from the 99 that it had last week to 130 GRPs this week. This has allowed it to take the No. 3 position from the newcomer Colors, which is at 128 GRPs this week. Colors was at 137 GRPs last week.
Star One has taken the No. 5 position with 93 GRPs, which is the same that it had in the last week as well. NDTV Imagine was at 91 last week and is at 90 GRPs this week. 9X, too, has dropped from 81 to 75 GRPs, while Sahara One has dropped from 76 to 61 GRPs. SAB is at 28 GRPs, as against 29 GRPs last week. ZeeNext is at 11 GRPs, the same as it was last week.
If the primetime data across the whole week is seen, the trend here too shows a drop in Hindi GECs from 593 to 589. Star Plus has dropped to 162 from 173; Zee TV has dropped from 131 to 127. Sony has increased from 55 to 76. However, Colors has increased from 65 to 66, while Star One has maintained its 49 GRPs as was seen last week. Imagine is at 40 from the 41 it had last week; 9X is at 30 from 33; Sahara One is at 26 from 32; SAB is at 11; and ZeeNext is at 3.
There is no doubt that Colors has created ripples in the market. The channel’s bet on big-ticket properties has paid off much better than one would have imagined. Colors officials have been quoted in earlier interviews that they expect to hit the 100-GRP mark in a few months’ time. From the look of things, the target has been met in three weeks. The big question is whether this would be maintained. The fickleness of the No. 3 position in the Hindi GECs suggests that it is not so easy to hit and stay at the slot. And if there was one word to describe the Hindi GEC space right now, it would be ‘unpredictable’.