Sony's loss is Colors' gain

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | August 29, 2008
Colors has shown growth in channel share over the previous week, beating Sony Entertainment Television once again

The & #BANNER1 & # general entertainment channel (GEC) war has become as interesting as one of the reality shows on the channels. After Sony Entertainment Television (SET) grabbed the No. 3 position after a long hiatus in Week 33, Colors has sprung back into action and displaced it to No. 4 in Week 34.

According to TAM Media Research data (C&S, 4+, HSM), Colors has grabbed 13 per cent share of viewership in the GEC pie, gaining 2 per cent, while SET, after losing 3 per cent, commands only 8 per cent share.

What seems to have done the trick for Colors, according to an industry observer, is Bigg Boss, which has got a TVR of 2.6. Balika Vadhu is the top rated show on the channel, with a TVR of 2.92. Jai Shri Krishna, too, has its loyal worshippers and has garnered a TVR of 2.45.

SET has been witnessing a decline in viewership for Dus Ka Dum over the week. The Salman Khan hosted game show got a TVR of 2.28 in the latest week. However, the weekly show, CID, still draws considerable viewership.

The gain in share by Colors is the result of the channel's strategy to air Bigg Boss daily, unlike Fear Factor - Khatron Ke Khiladi, which was aired from Monday to Thursday. "Since Bigg Boss is daily, the cumulative effect on the numbers is far more at the end of the week," says Jyoti Bansal, executive director, West and South, MPG.

STAR Plus continues to rule at No. 1, with a channel share of 25 per cent. Zee follows next with 18 per cent share of the GEC pie. STAR One, NDTV Imagine and 9X are at par and have garnered a share of 7 per cent each, followed by Sahara One with 6 per cent share.