Sony reclaims the No. 3 spot

With the latest season of Kaun Banega Crorepati adding up to the channel's GRPs next week onwards, Sony could eventually find a permanent space in the top-three bracket pretty soon. Media planners and buyers also expect a rise in the channel's ad rates.

Sony, the Hindi general entertainment channel (GEC) that is eyeing a consistent spot in the top-three bracket by the year end, seems to be riding an aggressive track.

The channel has dislodged Zee TV from its third spot with 195 GRPs in its kitty for the week ended August 13, 2011. Over the previous week, the channel added eight extra points to its GRP grade, while its relative channel share moved up from 14.9 per cent to 16.1 per cent.

Meanwhile, Zee TV's GRPs remained stagnant at 190 points, while its relative share witnessed a minor upswing - from 15.1 per cent in Week 32 to 15.7 per cent in Week 33 (TAM, C&S, 4+).

For Sony, the win has come from its top five properties, Bade Achhe Lagte Hain - which also leads the 10.30 pm slot with a TVR of 3.89, Crime Patrol (2.93 TVR), C.I.D. (2.91 TVR), Saas Bina Sasural (2.03 TVR) and Adaalat (2.02 TVR).

With the latest season of Kaun Banega Crorepati adding up to the channel's GRPs next week onwards, Sony could eventually find a permanent space in the top-three group pretty soon.

As Ashwini Kamat, general manager, Mediacom, says, “The next week will see a significant shift wherein Sony will open up a comfortable lead thanks to KBC and consolidate its no. 3 position.

Media observers feel that Sony’s two fiction shows -- Bade Achhe Lagte Hain and Saas Bina Sasural -- will get further push because of KBC. However, that may not be enough to challenge the leaders and Sony will have to settle in at No.3.

M Balakrishna, chief operating officer, Allied Media, says, "There is still a huge GRP gap between the No. 2 and No. 3 and I don’t see that changing soon."

In fact the challenge for Sony will be to maintain the viewership of the two fiction shows post KBC and if it becomes successful in doing so, Sony will be in a comfortable place.

Kamat says, “Besides, Zee’s primetime has been under stress for a few weeks now."

Meanwhile, media planners also feel that Sony's steady programming strategy will eventually help build a better pricing for the channel.

Currently, top shows on STAR and Colors command anywhere between Rs 1.2 -1.70 lakh for a 10-second spot. Meanwhile, Sony commands 10-second rates that range between Rs 80,000-1 lakh.

However, the fifth season of Kaun Banega Crorepati is already being sold at a price that is estimated to be in the region of Rs 3-3.5 lakh. Therefore, if the channel continues to show consistent growth, it could eventually match up to the pricing of the top two players of the genre, believe media planners.

Meanwhile, Star Plus continues to hold the GEC fort as leader of the genre with 277 GRPs in its bag. The channel, however, has shed 27 GRPs over the previous week, while its relative market share has dropped to 22.8 per cent in Week 33 from 24.2 per cent in Week 32.

Second-in-command Colors lost 33 points over the previous week to end the week with 236 GRPs, while its channel share has moved down from 21.4 per cent to 19.5 per cent.

SAB TV, at the fifth spot, has moved up from 124 GRPs to 127 GRPs, while its relative share went up from 9.8 per cent to 10.5 per cent.

Following next, Imagine TV has witnessed a one point hike over the previous week to end the week with 71 points. Its relative share is up at 5.8 per cent. STAR One, with 36 GRPs and a channel share of 3 per cent, follows it.

Sahara One is at No. 8. The channel's relative share and GRPs have moved up marginally to 2.9 per cent (2.6 per cent in the previous week) and 36 GRPs (33 GRPs in the previous week), respectively.

STAR Utsav and DD1 have garnered relative shares of 2.2 per cent and 1.3 per cent, respectively.

Pavitra Rishta (Zee TV) leads the list of the 10 most-watched programmes, clocking a TVR of 5.03, followed by Balika Vadhu (Colors) and Saathiya Saath Nibhana (Star Plus) with TVRs of 4.91 and 4.51, respectively.

The fourth most-watched programme is Yeh Rishta Kya Kehlata Hai, with 4.25 TVR. Uttaran (4.09 TVR) and Pratigya (3.97 TVR) follow next. Bade Achhe Lagte Hain, Saregamapa Lil Champs-11, Taarak Mehta Ka Ooltah Chashma and Sasural Simar Ka are also a part of the Top 10 list.