For about nine years, Star Plus has ruled the Indian television as the number one Hindi general entertainment channel (GEC). In these nine years, many channels have been close to Star Plus in some odd weeks, but none of them have been successful in surpassing supremacy of the numero uno channel.
Colors, with its unique and innovative programming, has finally done it, by surpassing Star Plus by 25 GRPs. In the last four weeks, Colors was almost close to Star Plus, but the latter still held the number one position.
As per TAM Media Research, in Week 15 (C&S, 4+, HSM), Colors managed to rake in 292 GRPs, while Star Plus garnered 267. Zee TV, at number three place, managed to fetch 236 GRPs, making it an equally interesting battle.
The GRPs of both Colors and Star Plus dipped from the previous week. While Colors’ GRP came down from 298 to 292, that of Star Plus dipped from 307 to 267.
However, Zee TV has gained marginally from 235 to 236. The relative channel shares of Colors, Star Plus and Zee TV stand at 25 per cent, 22 per cent and 19 per cent respectively.
Even as Colors is excited about reaching the top in such a short time, Star Plus is optimistic of regaining its leadership.
Uday Shankar, CEO, Star India, said, “Star Plus is a leader and an innovator since the last nine years. Leadership is a position that needs to be held week after week, consistently and steadily. We are confident that we will regain our leadership.”
It may be noted that from April 01, Colors had turned pay even though the channel is offering promotional schemes in CAS markets and is still on air in these pockets. The uncertainty on the impact of going pay on ratings settles a bit now considering that the channel has managed to stay around its numbers for two weeks now.
In Week 15, Colors aired five movies. Singh is Kinng, which was telecast without any commercial breaks, fetched a TVR of 2.4 on Colors on Sunday. Jaane Tu Ya Jaane Na got a TVR of 1.3; while Bhoothnath got 1.2. Another movie, Indra The Tiger recorded a TVR of 1. These films were telecast with two to three breaks. Colors garnered 50 GRPs from the movies alone.
Colors has focused on the three Ds – distribution, differentiation and disruption. Colors has done quite a few innovations – roping in Akshay Kumar to host Fear Factor and Shilpa Shetty to anchor Bigg Boss season 2, telecasting a child marriage story on prime-time and having a kids’ laughter reality show.
Mona Jain, India head, strategic investments, India Media Exchange (IMX), says that if Colors is able to maintain its top rank for four to five weeks, it would be a huge competition for Star Plus. “One week is not a true benchmark (to assess leadership),” she said.
In Week 15, NDTV Imagine is at number four place with 90 GRPs, followed by Sony with 78 GRPs at number five. Star One follows with 60 GRPs, while Sab TV, with 49 GRPs, is at number seven.
Sahara One has raked in 48 GRPs, followed by Star Utsav and DD1, each of which have 26 GRPs. 9X and Real have recorded 23 and 19 GRPs respectively.