The latest from TAM Media Research shows that in week 42, the battle in the Hindi general entertainment channel genre is sizzling. Star Plus, leader of the genre, has widened the gap in this week by 99 points from No. 2 player Colors. The youngest on the block, Colors, has been occupying the second position for the fourth consecutive week now.
The general entertainment genre can be anything but a weekly battle, but the attack of the second generation Hindi GECs and the fight back of the established players have ensured a tough battle and interesting display of GRP movement every week.
For the target C&S 4+ in the Hindi speaking markets, in week 42, Star Plus has hit 323 GRPs. Colors is at 224 GRPs; Zee TV has scored 201 GRPs; and Sony has garnered 103 GRPs. Star One has 82 GRPs in the last week; NDTV Imagine has 77 GRPs; Sahara One has 57; and 9X is at 54 GRPs. SAB has 32 GRPs and Zee Next has 3 GRPs.
The distance between Star Plus and Colors and Zee TV right now is 99 rating points and more. In the last few weeks, the difference between the top three players has not been more than 20 points and 40 points. Most media observers have been stating that this leads to a situation of ‘Even Stevens’ at the top. For the genre, this was seen as a new trend of sorts.
A 99-point lead is no mean achievement. Star Plus has undertaken quite a few drastic steps to grow its numbers in the last week. From expanding its top rated show ‘Bidaai’ into a one-hour programme and wrapping up some of its oldest shows like ‘Kahaani Ghar Ghar Ki’ to bringing high impact properties like ‘Nach Baliye’ back, the channel has done quite a bit to grow its numbers. All that has paid off this week, however, Star Plus sure must be hoping that the gap continues to widen and it can still be seen as the distinct leader of the genre – a description that has been challenged for some time now.
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