Zee paces ahead of Colors, Sab topples Sony

MUMBAI: Running into the ninth week of 2011, the Hindi general entertainment channel (GEC) space is seeing interesting twists and turns.

Even as Star Plus continues to maintain its leadership position, the fight for the next three in the ladder is intensifying.

Zee TV has overtaken Colors to occupy the second spot while Sab has marched ahead of sibling channel Sony to grab the fourth position.
Zee TV, which has been strengthening its weekday primetime band for some time now, has ousted Colors with a score of 233 GRPs (gross rating points) for the week ended 26 February. It added 23 GRPs from its previous score.

Colors, which had come dangerously close to Star Plus in the previous week thanks to the premiere of Golmaal 3 and the rerun of other movies, has shed 58 GRPs in the week under review to aggregate 225 GRPs.

Star Plus has maintained its lead with 297 GRPs (previous week 299 GRPs), according to Tam data for the week ended 26 February (HSM, 4+, C&S households).
Interestingly, family comedy channel Sab has for the first time toppled Sony Entertainment Television (Set) to come into the top-four league.

Sab has added 19 GRPs in its tally to close the week with 153 GRPs, ahead of Set‘s tally of 136 GRPs (previous week 143 GRPs), Tam data showed.

The recent turmoil in the Hindi GEC space comes in the wake of the World Cup that is eating into the share of other genres. This is the second consecutive week that the GECs have lost share as a genre. Also, it is the second consecutive week for market leader Star Plus to remain below 300 GRPs.

On second spot after a long gap, and for the first time this year, Zee TV expects to retain its position for long. Zee TV has been ahead of Colors in weekday primetime for some time. However, weekend movies, special events and episodes were halting Zee TV‘s march forward.

Zee TV and Zee Cinema marketing head Akash Chawla believes that there is no reason for the flagship channel to slip. “If you look at the earlier IPL series as well, Zee TV is the one channel that has either grown during the event or fallen the least. We are ready to combat IPL this time too,” he says.

For Colors, the two weekend shows under the newly created Saturday block delivered average openings. Wanted High Alert opened with a 1 TVR, while Anhoniyon Ka Andhera earned a TVR of 1.7.
Meanwhile, Sab seems to have retained its loyal audience base with its light-comedy programming. The channel added 20 GRPs during the week on the back of its flagship show Taarak Mehta Ka Ooltah Chashma and the newly launched properties.

Says Sab EVP and business head Anooj Kapoor, “We will keep building on our positioning of Asli Mazaa sab ke saath aata hai and keep providing innovative and refreshing content within the genre of light-hearted family entertainment. We also intend to increase the number of hours of programming as well as invest in increasing our reach.”

Sab claims to be best suited to fight against cricketing properties. Says Kapoor, “This year also during the cricket season we are seeing consistent growth as viewers have strong channel loyalty. We are going to promote our afternoon repeat shows aggressively to make sure that viewers, who are unable to tune into our evening shows because of the World Cup and the IPL, can watch them in the afternoon.”

Sab has also planned tracks that revolve around cricket fever for some of the popular shows like Papad Pol, and Mrs. Tendulkar.

A close look at the other channels: Imagine TV lost 4 GRPs to close the week with 71 GRPs despite airing the grand finale of the Shah Rukh Khan-hosted Zor Ka Jhataka – Total wipeout. The two-hour finale managed a 1.3 TVR.

Star One and Sahara One remained at their respective positions with 35 and 30 GRPs respectively.

Latest Reads
Fogg maker takes on fairness creams with Pretty24

Taking a stab at fairness creams’ perennial message of fair skin being the benchmark beauty and success, Fogg deodorant maker Vini Cosmetics (Vini) is touting the idea that every shade of skin is equally beautiful. The company has been plugging the primetime of mainline television channels for the...

MAM Marketing MAM
55% marketers make better decisions with machine learning: iProspect report

MUMBAI: Digital agency iProspect has released its third annual Future Focus whitepaper geared to examine how machines and technology are impacting marketing and advertising in the year ahead. The paper takes a look at how brands can make the most of machines in 2018, from facilitating seamless...

MAM Marketing MAM
Paisabazaar aims Rs 1500 cr mutual fund AUM by 2018

MUMBAI: Paisabazaar has announced that assets under management (AUMs) garnered through its mutual funds products crossed Rs 1000 crore mark last month. The organisation says it is confident of reaching Rs 1500 crore of AUM by March 2018. The fin-tech company launched mutual funds on its platform...

MAM Marketing Brands
Blackberrys gives digital mandate to FoxyMoron

MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office. As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website...

MAM Marketing Brands
Kajaria Ceramics launches campaign with Anushka Sharma

MUMBAI: Kajaria Ceramics through its subsidiary Kajaria Bathware has launched a 360-degree marketing campaign with Anushka Sharma who was recently announced as the brand ambassador. By investing in this marketing campaign and an extensive distribution network Kerovit, the bath solutions brand by...

MAM Marketing MAM
Greenply questions your plywood choice

MUMBAI: Greenply has launched its new campaign to make consumers aware that there are consequences of compromising on the quality of plywood used in their furniture.

MAM Marketing MAM
NBA partners Jabong to operate official online store

The National Basketball Association (NBA) and Jabong, India’s fashion and lifestyle e-commerce platform – today announced a multiyear partnership extension that will provide fans access to authentic NBA merchandise in more than 730 cities across India.

MAM Marketing Brands
Coca-Cola launches Maaza Gold

MUMBAI: Coca-Cola India has announced the launch of 'Maaza Gold', a premium mango drink made from the choicest of mangoes.

MAM Marketing Brands
Cipla launches TVC for ActivKids Immuno Boosters

MUMBAI: Mothers’ concern for their children’s health goes to the extent of restricting them from indulging at times. Capturing one of these many concerns, Cipla has released a new TVC for its kids' immunity supplement ActivKids Immuno Boosters.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories