afaqs!

GEC Watch: Gap between STAR Plus, Colors widens

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | October 24, 2008
Week 42 has seen STAR Plus gain a lead of 4 per cent and race ahead of Colors

STAR & #BANNER1 & # Plus raced ahead of Colors last week, as per TAM Media research data for the C&S 4+, HSM audience. STAR Plus increased its share of the general entertainment channel (GEC) pie from 23 per cent in Week 41 to 27 per cent last week. Colors, meanwhile, has retained its 19 per cent share.

Zee TV, which garnered 17 per cent in Week 42, is inching closer to second place. Sony Entertainment Television retains its share of 9 per cent. STAR One is fifth with 7 per cent share, followed by NDTV Imagine with 6 per cent. Sahara One and 9X have managed to grab 5 per cent and 4 per cent share, respectively.

Bidayi, which was the top rated show on Indian television (before being replaced by Colors' Balika Vadhu), has reclaimed its position. Bidayi, which was aired for an hour last week, recorded an all-time high TVR of 8.8 in Week 42; Balika Vadhu recorded 6.8 that week.

Prem Kamath
"The serial was at a critical juncture. The week marked the high point of the show, so we increased its time band," Prem Kamath, vice-president, marketing, STAR India, informs afaqs! He attributes the jump in the channel's TVRs to the promotions of the show across channels.

Another reason for STAR Plus' increased share is that the fourth season of Nach Baliye began on the channel on October 17, recording a TVR of 3.4. The subsequent episode on Saturday garnered a TVR of 3.

The other top programmes on television in Week 42 were Jai Shri Krishna (Colors, 4.3), Kasamh Se (Zee TV, 4.2) and Kis Desh Mein Hai Meraa Dil (STAR Plus, 3.95).