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
PVR appoints former IMAX CEO Greg Foster as director

NEW DELHI: Multiplex chain PVR has appointed Greg Foster, former CEO of IMAX Entertainment and senior EVP of IMAX Corporation, to its board of directors Foster is the first American to be inducted to the company’s board, which has now been expanded to nine members. He owns and operates Foster +...

MAM Marketing MAM
Guneet Anand named global revenue head at Whisper Media

NEW DELHI: Whisper Media has appointed Star TV’s former head of international business Guneet Anand as global revenue head. He will be based in Mumbai. In his new role starting November, Anand will be responsible for driving revenue growth across global markets of Whisper Media, with a key focus on...

MAM Marketing MAM
Glad U Came & The Beauty Co launch cyberbullying awareness campaign

NEW DELHI: Influencer marketing firm Glad U Came has partnered with The Beauty Co to launch a new initiative on the subject of cyberbullying called #TheItGirl.  The campaign aims to combat beauty cyberbullying, which occurs when someone is targeted about their appearance via negative or abusive...

MAM Marketing MAM
Mi teams up with Baba Sehgal for Diwali campaign

NEW DELHI: Smartphone brand Xiaomi ‘Mi’ has teamed up with rapper and musician Harjeet Singh Sehgal, popularly known as Baba Sehgal, for its festive season campaign ‘Diwali with Mi’. Baba Sehgal stars in a rap video for the mobile maker. What’s interesting about the clip is that vice president...

MAM Marketing MAM
Print on recovery road, pin high hopes on festive season: Industry heads

NEW DELHI: The Covid2019 pandemic threw the print publication industry into crisis. When the lockdown was imposed, circulation was severely impacted in major cities which caused newspapers to go into survival mode. Buffeted by declining readership, print companies resorted to cost-cutting,...

MAM Marketing MAM
Durga Puja: Advertisers optimistic as demand returns

MUMBAI: By now it’s evident that the Covid2019 pandemic is not going away anytime soon. After spiralling caseloads - ravaged the economy, and played spoilsport with travel plans - scary ol' Corona seems to be on the wane in time for the festive season, though it’s too early to celebrate outright. ...

MAM Media and Advertising People
Zoom makes Interbrand's 2020 Best Global Brands list

MUMBAI: With people confined to their homes during the Covid2019 pandemic, social media and communication brands have fared well, according to Interbrand's 2020 Best Global Brands report. Instagram came in at #19, while YouTube (#30) and Zoom (#100) entered the rankings for the first time. On the...

MAM Marketing Brands
HUL ramps up ad spends in second Covid2019 quarter

BENGALURU: FMCG major and the largest player in terms of advertising and marketing spends, Hindustan Unilever (HUL) upped its advertising spends by 43 per cent during the second Covid2019 quarter – (Q2 2021, the quarter ended 30 September 2020, quarter or period under review) as compared to the...

MAM Marketing MAM
IPG names Philippe Krakowsky as new CEO

KOLKATA: IPG has named Philippe Krakowsky as chief executive officer effective 1 January 2021. Michael I. Roth, the current chairman and chief executive officer will remain in his current role until then and when he will become executive chairman of the Board. Krakowsky is currently the executive...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required