New Delhi: Riding on the popularity of a soap opera about a child bride and a mix of reality shows, Colors, the latest entrant into the country’s general entertainment segment, has become the second highest rated channel for the week ended 4 October.
According to data from audience measurement firm TAM Media Research Pvt Ltd, which was provided by the channel, Colors garnered 250 gross rating points, or GRPs. A GRP aggregates the television viewership rating (TVR) received by all the programmes on a channel during a period and a TVR is a function of the number of people watching a show and the amount of time they spent watching it. Mint could not independently verify these numbers with TAM because Thursday was a public holiday.
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According to the data, Colors is now 28 points away from Star Plus, which lost 20 GRPs from the previous week to garner 278 GRPs during the week ended 4 October. Zee TV, which had tied with Colors at 236 GRPs during the week ended 27 September, lost 16 GRPs to close at 230 GRPs.
Colors is already the highest rated channel when the numbers are filtered for a particular target group—most notably, in the 15-34 age group.
“I think we have been able to offer differentiated content to the viewers. The challenge for us now is to sustain and consolidate the position Colors has achieved,” said Haresh Chawla, group CEO, Network18 Media and Investments Ltd. Colors is part of Viacom18 Media Pvt. Ltd, a 50:50 joint venture between Network18 group company IBN18 Broadcast Ltd and Viacom Inc.
Puneet Goenka, CEO of Zee Entertainment Enterprises Ltd, the firm that broadcasts Zee TV, however, said he did not view Colors as a threat.
“Colors is a new entrant with some good programming. We have been the masters of the GEC (general entertainment channel) game for years. We will fight it out, just like we have been fighting with Star Plus for all these years,” he said.
He added that Zee wouldn’t alter its programming in a “knee-jerk reaction”.
Media buyers couldn’t immediately be reached for views on Thursday.