YHJ(Sharad)helps 9x to be no 3-Article

(29 May 2008 11:26 pm)

MUMBAI: 9X has sailed past the pyschological 100 GRP (gross rating points) mark, being the first among the newly launched Hindi general entertainment channels (GECs) to do so.

Consolidating its third spot, 9X scored 103 GRPs in week 21 (18-24 May), as per Tam data for C&S 4+ audience in the Hindi speaking market (HSM).

NDTV Imagine, which launched a few months after 9X and is yet to roll out its weekend slot, has retained the fifth spot with 77 GRPs (week 21), despite gaining two GRPs from the previous week.

9X's top rated shows are Yeh Hai Jalwa (1.14 TRP), Kyaa Dill Mein Hai (0.96 TRP), and Jai Maa Vaishno Devi (0.82 TRP).

"Jai Maa Vaishno Devi, Kyaa Dill Mein Hai, Chak De Bachche and Yeh hai Jalwa are our main driver shows. Two more are getting launched which hopefully will keep us ahead," says INX Media founder and CEO Indrani Mukerjea.

9X is gearing up for the launch of acting-based reality show Kaun Jeetega Bollywood Ka Ticket (in July) and mythogical fare Mahabharata (15 August), both produced by Balaji Telefilms.

NDTV Imagine is waiting for the Indian Premier League (IPL), which has attracted mass audiences, to open its weekend slot. The channel is launching a music reality show Junoon…Kuchh Kar Dikhaane Ka on 6 June. To rake in more TRPs, the channel has roped in Hrithik Roshan as a goodwill ambassador.

Also in the pipeline is Vijay… Desh Ki Aankhen, an action series by Sagar Arts.

Says NDTV Imagine EVP- Content Shailja Kejriwal, "With junoon... we are launching our weekend programming."

Clearly, the battle in the GEC space will hot up after the IPL ends on 1 June.