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Colors at No.2 after 4 weeks despite constant GRPs
(4 October 2012 11:49 pm)
MUMBAI: Viacom18's Hindi general entertainment channel (GEC) Colors returned to the second position in the GEC hierarchy after four weeks, helped by the finale weekend of the celebrity dancing reality show.
Colors found itself one position higher despite its gross rating points (GRPs) remaining unchanged at 233, as Zee TV lost viewership to slip to third position. Sony Entertainment Television (Set), which remained in the fourth position, too lost viewers.
The GEC leader Star Plus, in fact, added 17 GRPs to register 268 GRPs, widening its lead in a close battle for leadership.
Star Plus' 'Diya Aur Baati Hum' (6.7 TVR), which enjoys highest viewership among GEC shows, 'Is Pyaar Ko Kya Naam Doon' (3 TVR) and 'Pratigya' (2.6 TVR) saw an increase in their viewership. The channel premiered Hindi feature film 'Ferrari Ki Sawari' on 23 September which earned ratings of 0.8 and 0.5 TVR at 12 pm and 8 pm airings, respectively.
As per TAM data (HSM, 4+, C&S) for week 39 ended 29 September, provided by the GECs, finale weekend of celebrity dancing reality show 'Jhalak Dikhhla Jaa', that winded up on 30 September 2012, clocked 3.5 TVR on 29 September aiding Colors to maintain its GRP tally at the previous week's level. Colors was at the second position in week 35.
Colors' reality property 'India's Got Talent' that opened with 4.1 TVR on 22 September, recorded a lower 3.1 TVR in the week ended 29 September.
Zee TV was at the third position during the week with the channel having lost 18 GRPs to close the week with 217 GRPs. The channel's flagship singing reality show 'Sa Re Ga Ma Pa' made a debut on 29 September with 2.5 TVRs, as the audience got fragmented due to strong competing shows in 'KBC' and 'Jhalak Dikhhla Jaa' in the same time slot.
Lintas Media Group head of planning-Mumbai Dhirendra Singh said, "The channel saw audience fragmentation in audience because of the telecast of 'KBC' and 'Jhalak Dikhhla Jaa' at 9-10 pm slot. This fragmentation of audience will continue to happen and the channels will have to fight within this. In fact it will increase because Colors is launching Bigg Boss and lots of movie premieres are going to happen in the 9 pm slot during weekends."
Zee's 'Sa Re Ga Ma Pa' replaced 'Dance Ke Superkids' that aired its finale episode on 23 September and notched 3.9 TVR. Other properties of Zee TV like 'Fear Files' (2 TVR),'Pavitra Rishta' (2.6 TVR) have seen a dip in viewership.
Set lost 30 GRPs and ended the week with 202 GRPs as almost all the shows of the channel have seen a drop in ratings. Its top rated fiction show 'Bade Ache Lagte Hain' fetched 3.7 TVRs (previous week 4.7). Its crime-based properties C.I.D and Crime Patrol fell below 3 TVR-mark during the week.
Next in the ranking is Life OK with unchanged 124 GRPs. Sab with 122 GRPs (previous week 131) follows. Sahara One with 34 GRPs (last week 29) remains at the bottom.
The Hindi GEC genre lost viewers for the second consecutive week to live ICC T20 World Cup cricket matches during evening prime-time. Hindi GECs lost 86 GRPs during the week as live T20 matches weaned away viewership.
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