Joined: 20 January 2009
The ninth week of 2011, etched with the ICC Cricket World Cup tournament, has surely witnessed some interesting moves within the Hindi general entertainment channel (GEC) space.
Zee TV has ousted Colors to become the second in command within the category.
According to TAM (C&S 4+, HSM), Zee TV is at 233 GRPs for the week ended February 26, up from the 210 GRPs that it had earned during the previous week. Also, its relative channel share has moved up from 16.1 per cent in Week 8, to 18.9 per cent in Week 9.
What has primarily led to the push in Zee TV's viewership is its weekend programming. The channel almost doubled its weekend GRPs (30 GRPs, Saturday and Sunday, 7-11:30 pm) riding on the back of the 'Maha Episode' of Pavitra Rishta, and its dance reality show, Dance India Dance.
Meanwhile, SAB TV has added 19 points to its kitty, moving past its sibling Sony, thus occupying the fourth spot. SAB TV is at 153 GRPs, up from the previous week's 134 GRPs. Its channel share has also moved up from 10.2 per cent to 12.4 per cent. The increase in share can be primarily attributed to its flagship property, Taarak Mehta Ka Ooltah Chashmah, along with its new properties such as Mrs Tendulkar.
Speaking to afaqs!, Anita Nayyar, chief executive officer, MPG, says, "The upswing in the GRP grades proves that both Zee TV and SAB have a very strong audience base, with the latter having more loyal male viewers. However, it is to be considered that the week under review did not have any India matches and now, for both the channels, the question would be more about sustainability."
According to Ashwini Kamat, general manager, Mediacom, the reason for the groW*H shown by Zee and SAB is that Zee has strengthened its weekday primetime, and SAB has extended its weekday programming from four days, to five days.
"Both the trends are sustainable. India's matches in the World Cup are on weekends, and the battle in the Hindi GEC space is fought and won on weekday primetime," says Kamat.
While Zee TV plans to sustain its viewership with a few new shows, SAB, on the other hand, is banking on afternoon repeats aggressively.
"With this, viewers who are unable to tune into our evening shows because of the World Cup and IPL can watch them in the afternoon."
Colors, meanwhile, lost 58 GRPs for the week, collecting 225 GRPs, while its relative share also fell to 18.3 per cent from the previous week's 21.7 per cent. The loss was primarily on the weekend band as the channel did not telecast any of the blockbuster movies from its film library.
A top media executive, on conditions of anonymity, reasons, "With the movie acquisition costs being so high, the decision of not showing a blockbuster during the World Cup season - when there is viewership uncertainty - is actually a strategic one approach."
Also, its two new weekend shows - Wanted High Alert (Saturday, 10 pm) and Anhoniyon Ka Andhera (Saturday, 11 pm) - opened with TVRs of 1 and 1.7, respectively.
STAR Plus continues its hold on the top slot; it has lost 2 GRPs during the week to stand at 297 GRPs. Its relative share has, however, seen a marginal upswing - from 23 per cent in Week 8, to 24.1 per cent in Week 9.
Anamika Mehta, chief operating officer, Lodestar UM, says, "In the GEC battlefield, we will continue to witness an intense war amongst the top three on a weekly basis. The true winner will be the one that can consolidate its position over a period of time - which is unlikely in the current milieu. While STAR Plus has continued at the No.1 slot in the past few weeks, it has seen a drop in GRPs. The next 90 days, too, will impact the GEC space, with the World Cup and the IPL. GECs are likely to hold back all new programming until then."
Sony is at the fifth spot, with 136 GRPs, down from the 143 points that it had garnered in the previous week. Its relative share, however, remains stable at 11 per cent.
At No. 6, Imagine TV has lost 4 GRPs during the week, to score 71 GRPs. Its relative share has, nevertheless, moved up marginally to 5.8 per cent (from 5.7 per cent in the previous week). STAR One, with a loss of 5 GRPs, is at 35 GRPs, with a channel share of 2.8 per cent.
Sahara One is at No. 8. The channel's relative share remains stable at 2.4 per cent, while it has lost 1 GRP, to stand at 30 GRPs.
STAR Utsav and DD1 have garnered relative shares of 2.3 per cent and 1.5 per cent, respectively.
Pavitra Rishta (Zee TV) leads the list of the 10 most-watched programmes, clocking a TVR of 5.63, followed by Saathiya Saath Nibhana and Laagi Tujhse Lagan, with TVRs of 5.06 and 5.05, respectively.
Pratigya, Yeh Rishta Kya Kehlata Hai and Balika Vadhu follow with TVRs of 4.25, 4.24 and 4.18, respectively.
Jhansi Ki Rani (4.07 TVR), Taarak Mehta Ka Ooltah Chashmah (4.07 TVR), Uttaran (3.87 TVR) and Sasural Genda Phool (3.81 TVR) also form part of the Top 10 list.
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