As the year draws to a close, Hindi GECs are busy preparing for a grand buffet of yearend programming, and keeping their fingers crossed about the performance of upcoming shows and new launches scheduled into the next year.
2011 will bring with it, its share of challenges, but for the time being, as per data from TAM Media Research for Week 52, 2010 (target CS 4+ in the Hindi speaking markets) the second last week of 2010 has left Star Plus perched at the top with Colors a significant margin behind. In the last few weeks, the number three slot of Hindi GECs has seen stiff competition between Zee TV and Sony Entertainment Television – this week, Zee TV has reclaimed its position from Sony.
A closer look at data shows that finales have delivered for channels like Zee TV and Star Plus. Zee TV earned a total of 231 GRPs this week, a rise of 39 points from 192 GRPs last week. What did the trick? A strong primetime weekend line up. Zee TV aired the ‘Sa Re Ga Ma Pa Singing Superstar Finale’ on Saturday that grossed a 2.8 TVR and followed it with ‘Zee Rishtey Awards’ on Sunday, which added a 4.4 TVR.
Star Plus’ prime property, ‘MasterChef India’ finale collected a 4.2 TVR taking the channel from 346 GRPs to 368 GRPs. The episode included the cast of currently hot Bollywood movie, ‘Tees Maar Khan’ and crowned Lucknow’s Pankaj Bhadouria as India’s first MasterChef, which was viewed by 18.2 million viewers. ‘Saathiya Saath Nibhana’ continues to be the top show with a steady 5.8 TVR, whereas Zee’s ‘Pavitra Rishta’ has shown a rise from 4.9 to 5.2 TVR this week.
Colors has risen by 29 points from 265 to 289 GRPs with shows like ‘Laagi Tujhse Lagan’ (4 TVR from 3.7 TVR last week) and ‘Pratha’ (1.9 to 2.4 TVR) showing an increase in viewership. Their other longstanding properties such as ‘Bigg Boss’, ‘Na Aana Is Des Lado’, ‘Uttaran’ and ‘Balika Vadhu’ continue to perform with a nominal change.
The week has marked a drop in numbers for Sony, which has lost 36 points bringing it from 215 to 179 GRPs giving Zee TV a lead margin of 59 points. Big ticket property, ‘Jhalak Dikkhla Jaa’ has recorded a 3.4 TVR in its second week after opening at 5.4 TVR. Among other shows on the channel, ‘Krishnaben Khakrawala’ and ‘Saas Bina Sasuraal’ have maintained ratings of 1.4 TVR; ‘Adaalat’, ‘Kaun Banega Crorepati’ and ‘CID’ have seen a marginal drop in viewership.
SAB remains rooted at number four position, maintaining a score of 146 GRPs, followed by Imagine TV, which grossed at 83 GRPs from 89 GRPs last week.