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MUMBAI:
The Hindi general entertainment channel (GEC) space is seeing
fierce competition for the ‘second spot’. Surprisingly,
not long ago, media pundits were predicting the fight for
third spot with new players coming in. However, new entrant
Colors, from the Viacom18 stable, has changed the equations.
Says
an industry expert, who didn’t want to be quoted, “There
is lot of disruption in the TV industry and with changing
equations, don't be surprised if we get a new No 1 in three
months.”
As
per the Tam data for Week 39 (20-27 September), HSM market,
4+, cable and satellite homes, Star Plus is on the top with
298 gross rating points (GRPs), while Colors and Zee TV are
now sharing the second spot with 236 GRPs each.
Apparently,
it is Balika Vadhu on Colors that is pulling the channel
up with every passing week. The show has topped the programming
chart across all GECs with a TVR of 6.76 on 26 September.
It has displaced Star Plus’ Bidayi (6.57 TVR),
which was holding the first place since long. Meanwhile,
Jai Shri Krishna of Colors is on third place with 4.74
TVR.
Colors'
Ek Khiladi Ek Haseena, which clocked a TVR of 2.98 on
its opening day (26 September), slumped to 1.66 TVR the following
day.
Among
the other shows, Bigg Boss2 has averaged a TVR of 2.6
with a peek of 3.48. Bandhan Saat Janamon Kaa and Jeevan
Saathi Hamsafar Zindagi Ke have also managed peak of 1.74
and 1.3 TVR respectively.
While
Colors has shown stupendous growth, but will it impact the
ad revenue of market leader Star Plus? Media planners don't
think so. "The No 1 always gets a disproportionate rate,
and the fight remains among others for the better share. Here
though, Colors is getting great numbers on card, the question
is how long it will sustain," says media audit firm Spatial
Access Solutions CEO Meenakshi Madhvani.
"The
ratings will definitely impact positively on Colors but there
will not be any negative impact on Zee TV. Zee TV and Star
Plus are there since long and the situation will be clearer
only in the long run," adds Madhvani.
For
the advertising fraternity too, the competitive scenario is
a good situation. Says TME president Divya Radhakrishnan,
"The time spent on the GEC genre has changed with all
the development. It was a 1000-GRP genre which has gone up
to 1200. Also, with the competitive scenario, the price will
get normalised."
Meanwhile,
a senior media planner commented that on channels like Star
Plus and Zee TV, the top shows only constitute 30 to 40 per
cent of ratings, however, on Colors it is just three shows
and their repeats which are adding up to 70 per cent ratings.
Let the channel launch its afternoon slots, only then will
the picture get clearer.
Among
the other GECs, Sony Entertainment TV lost 16 GRPs and managed
111 GRPs in the current week. NDTV Imagine clocked 84 GRPs,
Star One got 73 followed by Sahara One at 65 GRPs and 9X at
59 GRPs.
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