COLORS ENDS 2009 WITH SPLASH

(30 December 2009 9:20 pm)


MUMBAI: Well, Colors did it. CEO Rajesh Kamath and programming head Ashvini Yardi must be contented folks. A look at the year end ratings (week 52) shows that the late entrant in the general entertainment channel space has ended 2009 with a splash as the leader. Colors with
313 GRPs is about 34 GRPs ahead of Star Plus, and 43 GRPs ahead of Zee TV.

A major part of 2009 – apart from a few weeks in between when Colors surged took what seemed like an unassailable lead – has been a three player tussle and to end 2009 as the leader is an achievement of sorts.


However, industry experts believe that 2010 will see Colors coming under pressure with new programming lineups coming up on Star Plus and Zee TV. Then there is the revitalized Sony Entertainment Television which is slated to launch its YRF TV shows, apart from introducing new dailies. Finally, expect some fireworks from Imagine (now part of the
Tuner stable) which is going to fire from the front line with money in its kitty.

"Colors changed the dynamics of the GEC business in the year and all other players had to follow suit. Be it Star Plus, Zee TV or NDTV Imagine, every one started exploring new and 'differentiated content' (a word that Kamat uses too often)," explains a media observer. Colors is looking strong as it can now boast of a loyal audience for shows like Balika Vadhu, Uttaran, Laado, Bairi Piya and even Bhagyavidhata . The channel has recently launched two new shows – Lagi
Tujhse Lagan and Yeh Pyaar na Hoga Kam and is ready to launch its afternoon band.

Whereas Star Plus, which got a fantastic response for its dare bare reality show Sach Ka Saamna, will come with the second season of the controversial show. Also recent shows like Pratigya, apart from all time hits Bidaai and Yeh Rishta have lot of fuel to propel the channel.

Zee TV on the other hand is gaining momentum with its dancing reality show Dance India Dance Season Two. In its second week, the show has notched a TVR of 4.8 (Friday ) and 4.75 (Saturday) . Buoyed by the audience response, the channel has decided to air audition episodes in the weekdays at 7 pm. Zee TV also has popular shows like Chhoti Bahu,
Jhansi Ki Rani, Pavitra Rishta and Agle Janam with which it is
planning to battle for the numero uno spot.


During the course of the year, Set revamped its programming rather unsuccessfully but notched up success later with its CID and Aahat reruns and is strong at No 4 with 171 GRPs. The upcoming weekend shows from the Yash Raj banner may give a boost to the channel, making it a formidable player.

NDTV Imagine, which is no longer constrained for funds, is gearing up to unveil new drama and soaps such as Devi and Do Hanson Ka Joda. A recharged team lead by Sameer Nair and Co may take the channel to a new high. After the top rated reality show Rakhi Ka Swayamvar, the channel is already in the news for Raaz Pichhle Janam Ka. And it seems
that the upcoming Rahul Dulhaniya le Jayenge will again attract the audience. At present, the channel is steady with 95 GRPs.

Meanwhile, Sab, the family comedy channel has clocked 76 GRPs in the week, maintaining a low budget model and a loyal viewership. Among other players are Star One, with 46 GRPs and Sahara One at 31. So even as the respective managers of the GECs go on their year end vacations, they will have plenty to mull over. 2010 is coming up with
plenty of promise and challenges. Viewers and media observers can expect an un'Imagine'able 'Color'ful 'Star'ry battle in 'Zee' GEC space

From:- Indian Television News headlines