GEC Watch: Sahara One surges ahead

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | September 12, 2008
Sahara One 'leaps' ahead of 9X with Saas v/s Bahu

Sahara One & #BANNER1 & # is competing with NDTV Imagine and 9X for the fifth spot in the general entertainment channel (GEC) space. According to the TAM Media Research data for C&S 4+, HSM, Sahara One's relative share among channels has increased from 5.03 per cent in Week 33 to 5.92 in Week 36. In Week 35, the share had gone up to 6.53 per cent, almost at par with NDTV Imagine.

What seems to have done the trick for Sahara One is the new reality show, Saas v/s Bahu, introduced by the channel two weeks ago. The show has all the popular 'Saas's (mothers-in-law) of noted TV serials competing with their 'Bahu's (daughters-in-law) in a dance reality show. The show is aired five times a week, each episode lasting for one hour.

Nilanjana Purkayastha, business head, Sahara One Television, says, "Saas v/s Bahu has strengthened our 8-10.30 pm slot."According to her, Sahara One's daily soap, Woh Rehne Waali Mehlon Ki, had undergone a leap with a change in the protagonists. She claims that this change has brought about a resurgence in the TVRs, and subsequently, channel share.

Meanwhile, in the GEC space, STAR Plus has garnered a share of 25.5 per cent, followed by Zee with 17.8 per cent share. Colors continues to be at No. 3 in the latest week, with 14.4 per cent share. Its share in Week 33 was 10.5 per cent. Sony Entertainment Television stands at No. 4 with only 8 per cent share, ranking considerably lower than Colors. STAR One and NDTV Imagine have garnered 7.6 and 6.8 per cent shares respectively. 9X, however, has slipped a little and has managed to grab only 5.5 per cent share.