For more than nine years, STAR Plus has ruled the Indian television at the No.1 position. In these nine years, many channels have been close to STAR Plus in some odd weeks, but none of them have been successful in surpassing the numero uno channel.
Colors has finally done it. It has surpassed STAR Plus by 25 GRPs. A couple of months weeks ago, Colors was almost close to STAR Plus, but the latter still held the No.1 slot.
As per TAM Media Research, in week 15, (C&S, 4+, HSM), Colors managed to rake in 292 GRPs, while STAR Plus garnered 267. Interestingly, Zee managed to fetch 236 GRPs, making it an equally interesting battle.
The relative channel shares of Colors and STAR Plus stand at 25 per cent and 22 per cent respectively.
Colors, the channel from Viacom 18, was the tenth general entertainment channel that launched in July last year. A few days before the launch of the channel Rajesh Kamat, CEO of Colors had said that the channel aims to figure in the top three within twelve months of launch. That it certainly did right since a few weeks from its launch. What worked for the channel was its focus on the three Ds - distribution, differentiation and disruption. It went pay early this month.
Viacom-18 is the 50:50 joint venture between Viacom and Network18.