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STAR India's decision to give a facelift to its second Hindi general entertainment channel (GEC), STAR One, seems to have paid off well.
Life OK, the new face of STAR One, which was re-launched on December 18, has garnered 87 GRPs in its opening week to occupy the sixth position in the Hindi GEC hierarchy. Evidently, Life OK has scored twice the numbers that STAR One had been averaging week-on-week. For the record, just before STAR One went off air to be replaced by Life OK, its GRPs stood at 44 GRPs for the week ended December 17 (Week 51).
Interestingly, the channel has not just opened well, but has also pushed down Imagine TV to the seventh spot, with the latter pocketing 67 GRPs (71 GRPs in the previous week).
According to the latest data from TAM (C&S 4+, HSM), the relative market share for Life OK is 6.4 per cent, while for Imagine TV, it has dropped from 5.7 per cent, to 4.9 per cent.
To begin with, it's Devo Mein Dev...Mahadev, the mythology-based show on Life OK that has earned the maximum viewership for the channel, with 1.98 TVR for the week ended December 24. Fiction show Saubhagyavati Bhava and Hindi feature film Singham follow next, with TVRs of 1.35 and 0.95, respectively.
Sach Ka Saamna, the reality-based talk show, which is being used as the driver property for the channel, has bagged 0.84 TVR, followed by Meri Maa (0.81 TVR), Main Lakshmi Tere Aangan Ki (0.77 TVR), and Tum Dena Saath Mera (0.68 TVR).
During its launch week, Life OK had also aired the Salman Khan-starrer Wanted, which pocketed 0.61 TVR. Meanwhile, its other two new shows -- Sapno Ke Bhanwar Me and Smile Please -- have garnered 0.55 TVR and 0.44 TVR, in that order.
Overall, Star Plus still rules the roost with 344 GRPs and 25.2 per cent market share. In the previous week, Star Plus had clocked 330 GRPs, while its market share stood at 26.3 per cent.
Sony continues to be in the No. 2 slot, despite a fall in its GRP grade and channel share. While its GRPs have moved down from 246 points to 235 points, its channel share has moved down from 19.6 per cent, to 17.3 per cent.
Colors, at No. 3, has garnered 218 points for the week, and is down from the 221 points that it had earned in the previous week. Its relative share, too, has dipped from 17.6 per cent, to 16 per cent.
Meanwhile, Zee TV, which continues to be at No. 4, has added 53 points to its GRPs to end the week with 208 GRPs. Its relative channel share has also moved up from 12.4 per cent, to 15.3 per cent.
SAB TV is at No. 5, with a share of 9 per cent (9.7 per cent in the previous week). Its GRPs have moved up from 121 points to 122 points.
Imagine TV is at No. 8 with a share of 2.9 per cent, as compared to 3.6 per cent in the previous week; it has garnered 39 GRPs as opposed to 45 GRPs in Week 50.
STAR Utsav is at No. 9 with 1.9 per cent share, as compared to 2.2 per cent in Week 50, while its GRPs have fallen from 28 to 26 this week.
DD1, with 0.9 per cent share (2.3 per cent in the previous week) and 12 GRPs (34 points in the previous week), is at No. 10.
Zee Smile follows next with 3 GRPs, and 0.2 per cent channel share.
Saathiya Saath Nibhana (Star Plus) leads the list of the 10 most-watched programmes, clocking a TVR of 6.53, followed by Diya Aur Baati Hum and Balika Vadhu, with TVRs of 5.99 and 5.26, respectively.
The fourth most-watched programme is Yeh Rishta Kya Kehlata Hai, with 4.45 TVR.
Zee Rishtey Awards 2011 (4.21 TVR) and Ek Hazaaron Mein Meri Behna Hai (4.16 TVR) follow next.
CID, Sasural Genda Phool, Crime Patrol, and Is Pyaar Ko Kya Naam Doon are also part of the Top 10 list.
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