GEC Watch: Colors gains despite going pay

By Sapna Nair , afaqs!, Mumbai | In Media Publishing | April 09, 2009
Despite going pay, Colors manages to garner 26 GRPs more than the previous week

Colors went pay from the beginning of the new financial year. It's now part of the OneAlliance bouquet. Despite this, the channel has managed to gain GRPs. In week 14, as per TAM Media Research, Colors has garnered 298 GRPs which is 26 GRPs more than the previous week. In the current week, it is just 9 GRPs behind the No. 1 general entertainment channel, STAR Plus. The channel share for Colors has also increased from 22 per cent in Week 13 to 24 per cent.

Jyoti Bansal, executive director, West and South, MPG, says, "Colors decided to go pay about two months ago and had enough time to get their back-end in place. The OneAlliance seems to have asserted its influence fairly well and because Colors enjoys a strong consumer pull, the pay strategy has worked for the channel."

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This is how it works. Even after Colors went pay, consumers do not have to pay anything extra for the channel. It's clubbed with the existing package. The Local Cable Operators does pay the MSOs (Multi System Operators) the extra money, but they can't charge from the consumers. Neither, they can switch off Colors because of its strong pull.

Nandini Dias, chief operating officer, Lodestar Universal, explains, "If the channel is in the top of the genre or if there is a popular cricket property or a movie premiere, then the demand from the consumers' end is high. In such cases, the cable operator has no option but to pay the MSO. This is not true for channels which appear in the lower rung. While a dominant distribution network such as The OneAlliance, does implement its push strategy, it is also a factor of how popular and prominent the channel is."

STAR Plus, with 307 GRPs, has increased its share to 25 per cent in Week 14. Interestingly, the channel's top show, Bidaai has made way for another show on the same channel, Yeh Rishta Kya Kehlata Hai, which has been making its way up the charts for a few weeks now.

Zee's share has declined slightly, from 20 per cent in Week 13 to 19 per cent. With 235 GRPs in Week 14, it and stands at the No. 3 position in the GEC space. Sony has managed to amass a 7 per cent share, marginally higher than the last week. It has garnered 82 GRPs and is the No. 4 GEC.

NDTV Imagine, at No. 5, is just 1 GRP behind Sony and has a relative share of 6 per cent. STAR One, which used to be at par with Imagine a few weeks ago, has slipped to No. 6. With 59 GRPs, it has a relative share of 5 per cent.

SAB has maintained its 4 per cent share, as has Sahara One. The GRPs of the two channels stand at 50 and 45, respectively. DD1, 9X, STAR Utsav and Real occupy the last four rungs, respectively, of the GEC ladder.

Week 14's list of top 10 programmes features four properties from Zee, and three each from STAR Plus and Colors.

Yeh Rishta Kya Kehlata Hai tops the list with the highest TVR of 7.7, racing past Bidaai and Balika Vadhu, which have TVRs of 7.5 and 6, respectively.

Jai Shri Krishna, at No. 4 on the list, has 5.2 TVRs. Two of Zee's shows -- Shree and Betiyaan -- have fetched 4.5 TVRs each. Hindi movie, Bhool Bhulaiya (on Colors) got a TVR of 4.4. The other most watched shows are: Agle Janam Mohe Bitiya Hi Kijo and Chhoti Bahu on Zee and Sabki Laadli Bebo on STAR Plus.