MUMBAI: Colors has opened on a strong note with a total gross rating points (GRPs) of 81 for the week ended 26 July, according to Tam data (HSM, c&s, 4+).
Says Colors CEO Rajesh Kamat, “It is an encouraging response, but there is a long way to go."
Colors, from the Viacom18 stable, has had the best start among all the newly launched GECs.
Earlier this year, NDTV Imagine garnered 55 GRPs in its first week of launch (20-26 January). 9X, on the other hand, recorded a GRP of 21, but later climbed the ratings ladder. Zee Next crawled with a 6 GRP in its opening week.
Unlike 9X and NDTV Imagine who adopted the strategy of gradually building up the slots, Colors went to the field with a full-fledged programming schedule. The array of shows included reality, soaps, mythology, periodic drama, fantasy, chat and movie content.
Colors has got a push in its ratings with upfront shows like Akshay Kumar hosted Fear Factor-Khatron Ke Khiladi, Jai Sri Krishna, Balika Vadhu, Mohe Rang De, Jeevan Saathi, Rahe Tera Ashirwad, Bandhan Saath Janmon Ka and Sajid‘s Superstars.
Colors lags behind market leader Star Plus, Zee TV, Sony, NDTV Imagine, 9X and Star One. Kamat explains, "Colors‘ 81 GRPs are for five-and-a-half days of programming. The other channels have captured the ratings for seven days.The second week ratings will indicate the actual positioning of the channel."
Interestingly, NDTV Imagine had catapaulted to third spot with 55 GRPs in its first week of launch. However, the Hindi GEC space is now seeing a tough fight after the first two most-watched channels - Star Plus and Zee TV. “Clearly the market has grown. Moreover, after the first week of sampling, now the effort is to hold up the stake. The important thing here is that our ratings are not driven by a single show but by three different programmes," says Kamat.
Colors‘ big ticket reality show Fear Factor-Khatron Ke Khiladi has opened with 1.7 (on 21 July) TVR, which went to a high of 2.27 on 24 July. Balika Vadhu managed a high TVR of 1.26 and mythological Jai Sri Krishna notched a maximum of 0.92 TVR on 21 July.
Jeevan Saathi and Mohe Rang De managed TVR of 0.67 and 0.55 respectively. The Saturday show, Sajid‘s Superstar got 0.64 TRP.
Colors will launch the second season of Bigg Boss after completion of 16-episodes of its driver show Fear Factor. The channel has already endorsed original format (Big Brother) winner Shilpa Shetty for the show.
Colors has reserved Sunday 4 pm slot for movies. It has already shown Dus Kahaniyaan and will show Heyy Baby on 3 August.
Colors has been spending big monies on the distribution, marketing and promotions front. The channel claims that it has reached 36.4 million viewers. “Our aim is to maximise our distribution reach. We are in talks with Dish TV which we hope to conclude soon,” maintains Kamat.
For marketing and launch promotion, the channel is spending close to Rs 400 million. The campaign has touched top 90 cities and towns, spread across the Hindi speaking markets.
Colors has so far roped in 10 advertisers including Idea Cellular, ITC, Reliance, Nestle, Airtel, Hygienic Research, Boots, Emami, Paras and Ayur.
A sneak peep into the GEC scorecard for the week ended 26 July: Star Plus maintaines its numero uno position, though its GRPs fell from 348 (12-19 July) to 315. Zee follows with 216 GRPs while Sony Entertainment Television (SET) has 99 GRPs. NDTV Imagine has 94 GRPs, Star One and 9X have 87 GRPs each, while Sahara One ended with 69 GRPs.