New Delhi: Viacom18 Media Pvt Ltd’s Hindi general entertainment channel Colors brought in 350 gross rating points or GRPs for the week ended 24 October, the highest viewership average the channel has achieved in its 15-month history since it’s launch last 21 July.

The channel attributes it’s success to it’s disruptive programming strategy it adopted right from the start and continues to do so. ”We’re reaping the rewards of being both different and consistent at the same time,” said Rameet Arora, head, marketing at Colors. “Not surprisingly the marketing mandate has been to bring alive the promise of being different at every step for our shows and for the channel. The last few weeks have given Colors a decisive edge over its competitors.”

Zee Entertainment Enterrpsises Ltd’s Zee TV came in second with 271 GRPS, followed by Star India Pvt Ltd’s Star Plus channel at 229 GRPs.

GRPs are a sum total of television rating points or TRPs over a period of time. TRPs refer to the percentage of viewers watching a particular programme at a given point in time.