GEC Watch: Zee back at No.2, but Colors is the leader

For Zee TV, the grand finale of Dance India Dance fetched a TVR of 5.49; while the second-best show for the channel was Choti Bahu, with a TVR of 3.71

The GEC war is heating up, with the three players – Colors, STAR Plus and Zee TV -- locked in a close fight for the top three spots.

In Week 22, Zee TV has sprung a surprise by becoming the No. 2 player, with 245 GRPs and a relative channel share of 20 per cent. But the other surprise is that STAR Plus has slipped to No.3 with Colors claiming the numero uno position.

Colors has got 258 GRPs. The channel has added as many as 22 GRPs in comparison to Week 21, when it had 236 GRPs. It has garnered a market share of 21 per cent. In comparison, STAR Plus could garner only 240 GRPs.

Interestingly, last week, Zee TV was 13 GRPs away from both Colors and STAR Plus. This week, it has gained as many as 24 GRPs.

Speaking to afaqs!, Akash Chawla, head, marketing, Zee TV and Zee Cinema, says, “Our driver shows have been Choti Bahu and Dance India Dance. The grand finale episode of Dance India Dance proved to be a big hit, with a TVR of 5.49.”

More importantly, Zee has managed to increase its GRPs without airing any movie through the week.

Even with its reality dance show, Dance India Dance coming to an end, Zee TV appears in no mood to lower its guard. The channel has rolled out two daily soaps – Aapki Antara at 8:30 pm and Pavitra Rishta at 9 pm – starting Monday, June 01.

Another ace up Zee's sleeve is the soon-to-be-launched new edition of the immensely popular reality music hunt show, Sa Re Ga Ma Pa Little Champs.

There is no doubt that new shows, such as Choti Bahu and Agle Janam Mohe Bitiya Hi Kijiyo, have given Zee TV a fillip. But will the channel succeed in maintaining its success? For Zee has a history of coming close to the finishing line, but squandering its gain, by losing to big boy STAR Plus, and now to the not-so-old Colors.

Chawla points out that, on more than one occasion, Zee TV has made a resounding comeback, when it was discounted by one and all. He elaborates, “In the past, the case for Zee has always been of coming close to leading, but in the end, failing to go to the whole way. But this time, this might not be the case, because today, the players are competing against each other slot by slot. There is only a difference of a few GRPs between the top three players. And we feel that we are on an equal keel to challenge and compete with others.”

Proving his point, Chawla shares that Zee TV dominates the 7:30 pm slot, while STAR Plus is particularly strong in the 9 pm and 9:30 pm programming.

Industry observers feel that at present, there is no clear leader -- nearly every week, one player replaces another to occupy the top slot. However, there is also a point of view which states that in the near future, this phenomenon is not going to change.

Rohini Gauthaman, vice-president, Lintas Media Group, observes, “Even with close competition in the GEC genre, there is a set hierarchy visible in relation to STAR Plus, Colors and Zee TV. There is a direct fight between STAR Plus and Colors for the No. 1 position. Zee's performance is encouraging; and the best bet for it is to see who emerges as No. 1, and accordingly, work its way up to secure the No. 2 position.”

In the same breath, Gauthaman acknowledges that Zee TV, with its consistent ratings and stable position, has, in the long run, proved to be the best and safest best for media planners. And Colors' heartening performance has shaken STAR Plus' monopoly, resulting in media buyers being more comfortable in negotiating and challenging STAR Plus' commanding price.

At same time, for Colors to continue performing well, the channel has to reduce its dependence on the performance of its key shows and their repeats. It needs to move beyond Balika Vadhu and a few other hit shows.

It seems that post IPL, GECs are regaining their ground. Another GEC that has done well this week is NDTV Imagine. The channel is at No. 4, with 108 GRPs and a channel share of 9 per cent. Post IPL, new launches such as Seeta Aur Geeta have worked in favour of NDTV Imagine.

Sony, at No. 5, also seems to have benefited from its makeover exercise and the launch of a host of new shows, such as Bhaskar Bharti and Rani Padmini. In comparison to the previous week, this week, Sony has added 19 GRPs, to settle for 97 GRPs and a channel share of 8 per cent.

STAR One with 67 GRPs is at No. 6 and has a channel share of 6 per cent. SAB follows next with 56 GRPs and a channel share of 5 per cent.

Sahara One, at No. 8, has maintained a channel share of 3 per cent, with 36 GRPs. Amongst others, DD1 and STAR Utsav have 31 and 24 GRPs and a channel share of 3 and 2 per cent, respectively. 9X also has a 2 per cent channel share and 23 GRPs. At the bottom of the table is Real, with 18 GRPs and a channel share of 1 per cent.

Coming to the top 10 most watched programmes on Hindi GECs, in Week 22, Yeh Rishta Kya Kehlata Hai on STAR Plus leads with a TVR of 5.96. Bidaai, again on STAR Plus, is at No. 2, with a TVR of 5.8. At No. 3 is the grand finale episode of Zee TV's Dance India Dance, with a TVR of 5.49.

Colors’ Balika Vadhu and Uttaran were at No. 4 and No. 5, with a TVR of 5.39 and 4.48, respectively. Other shows in the Top 10 list are Jai Shri Krishna, Agle Janam Mohe Bitiya Hi Kijo, Choti Bahu, Na Aana is Desh Laado and Raja Ki Aayegi Baraat.