The show on child-marriage has recorded an all-time high TVR of 10.2
After keeping a low profile for the last two weeks, Colors has sprung a surprise in Week 9, according to TAM Media Research data on C&S 4+, HSM audiences.
In Week 9, STAR Plus has garnered 305 GRPs, while Colors has got 304. With Colors just 1 GRP away from the long standing leader, the coming weeks promise to be action-packed. The overall GRPs of the general entertainment genre grew by 100.
STAR Plus and Colors have grabbed a share of 25 per cent share each in Week 9. STAR Plus’ GRPs have remained almost unchanged from Week 8, but its relative channel share in that week was 27 per cent, which has decreased marginally in the latest week. Colors, meanwhile, has increased its share, which was 21 per cent in Week 8. Two of its driver shows, Balika Vadhu and Jai Shri Krishna, have recorded a spike in ratings.
“In the last one year, I don’t think any programme on a GEC has recorded a double-digit TVR,” observes Sandeep Lakhina, managing director, India, West and South, Starcom Worldwide.
Balika Vadhu’s increased rating can be attributed to the storyline of the show, where the protagonist’s brother-in-law gets killed. Jai Shri Krishna recorded a TVR of 6.4, higher than its average rating. Both these shows have propelled the GRPs on Colors, which has four of its properties in the Top Ten list of programmes for Week 9.
Besides, Colors premiered Bollywood movies, Jaane Tu Ya Jaane Na and Bhoothnath, which garnered 2.1 and 2.8 TVR respectively.
“Most channels are now concentrating on two or three driver shows to lead the channel share deliverables,” Lakhina says. STAR Plus has two strong programmes -- Bidayi and Yeh Rishta Kya Kehlata Hai, while Zee has Chhoti Bahu and Betiyaan.
Zee, meanwhile, at No. 3, has garnered 201 GRPs and a channel share of 16 per cent, which is down from 18 per cent in Week 8. Sony, with 88 GRPs in Week 9, despite an increase from last week, remains at No. 4, with an unchanged channel share of 7 per cent. NDTV Imagine and STAR One have garnered a share of 5 per cent each in Week 9; their GRPs are 67 and 61, respectively.
SAB and DD1 are 4 GRPs apart and have grabbed a 4 per cent share each, followed by Sahara One and STAR Utsav, which have managed to gather a 3 per cent share each. 9X has a 2 per cent share of the GEC pie in Week 9.
Some of the other most watched programmes in the week were Aap Ki Kachehri and Kis Desh Mein Hai Mera Dil on STAR Plus and Uttaran and Jeevan Saathi on Colors.
Media observers are not ready to declare a clear leader yet; they opine that it will be a weekly fight between STAR Plus and Colors for a long time. “The days of continuing dominance of a single channel are over. There will be a shift in channel share week on week and there won’t be a clear leader,” believes Nandini Dias, chief operating officer, Lodestar Universal.
Lakhina agrees with Dias that a leadership position is built over time. “If a channel at the No. 1 position is able to break away from the competition, sustaining itself for 10-12 weeks, then it can emerge a clear leader,” he adds.
The coming weeks will see the channels outdoing each other in their battle for eyeballs. Who emerges as the winner, time and TAM will tell.