KBC helps Sony sprint ahead of Colors

MUMBAI: Amitabh Bachchan, the grand old man of Bollywood, has helped Sony Entertainment Television (Set) sprint ahead of Colors to grab the No. 2 position.

Set has added 50 GRPs (gross rating points) to take its total to 245 points in a week that saw the return of Kaun Banega Crorepati (KBC) on the channel.

As per TAM data for the week ended 20 August, KBC opened in the Hindi speaking market (HSM) with a 5.24 TVR, making it the biggest non-fiction launch of the year. Though the opening of KBC this season is lower than that of last year (6.2 TVR), it is important to note that the telecast time of the show has been lengthened to 90 minutes per episode.

KBC 5 (2nd season on Sony) averaged 4.54 TVR during the week.

KBC also lifted the ratings of other fiction shows. Bade Achhe Laggte Hain, Set‘s biggest fiction show, has grown to a TVR of 3.7, while Saas Bina Sasuraal touched 2.4 TVR. CID continued to thrill the audience with an average rating of 3.5 TVR while Crime Patrol clocked 3.1 TVR.

Set senior EVP business head Sneha Rajani said, "KBC 2011 has been the only non-fiction show to open above 5 TVR this year on any Hindi GEC. We are delighted at the performance of all our shows and over the next 4 to 5 weeks we will further consolidate our position. We are confident that fiction will be the main growth driver on the channel. With a slew of promising new shows, Set will be a channel to watch out for."

Colors has slipped to No. 3 position with 232 GRPs (preceding week 236), while Star Plus continued to be on top of the ladder with 297 GRPs (277 in previous week).

Zee TV is in fourth place for the second consecutive week with 194 GRPs (190 in trailing week), according to TAM data. Interestingly, Sony had managed to edge out Zee TV after the launch of KBC last year, though for a short time.

The rest of the pecking order remains unchanged. Sab in fifth position collected 128 GRPs (last week 127) while Imagine TV earned 76 GRPs (last week 71), followed by Star one (32 GRPs) and Sahara One (31 GRPs).

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