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GEC Genre: Sab TV sees 70% all day GRP growth
Tushar Patel - Televisionpoint.com | Mumbai
After a few months of re-revamping its avatar, Sab TV seems to have finally got it right on account of its differentiated programming strategy. The family comedy channel from the house of MSM India has been gradually increasing its hold on the Hindi general entertainment channel (GEC) genre.
As per TAM Media Research data on C&S 4+, HSM audience, Sab TV's channel share has grown to 5 per cent in the second week of 2009 from an average of 2.1 per cent in June last year. In Week 2, its relative channel share was 4.7 per cent, and the channel claims to have increased its GRPs by 70 per cent and as per the Week 2 data, its GRPs are 51.
Sab TV has been struggling very hard to get its hold together ever since it was bought over by Sony Entertainment Television (nom MSM India). The channel has experimented with many facelifts like being a second GEC, a youth channel, a comedy channel and, now, the final makeover as a family comedy channel.
Anooj Kapoor, business head, Sab TV, says, "Our family comedy channel positioning has worked very well for us and the differentiated programming has hit a right chord with the viewers. We are proud to have sustained our performance with regular growth over the past months."
In the last few months, Sab TV has launched a series of daily comedy shows such as Main Kab Saas Banoongi, Taarak Mehta Ka Ooltah Chashma, Jugni Chali Jalandhar and Lo Ho Gayi Pooja Iss Ghar Ki. Most of these shows have women protagonists.
"We are confident that we will further consolidate our position with the current hit shows and a slew of new shows which are slated to launch in the coming months. We had decided to have women protagonists to lure the female audience from the GECs." says Kapoor.
The overall GRP of GECs has dipped from 1,221 in Week 1 to 1,174 in Week 2. Star Plus continues to be number one channel with 297 GRPs. Colors, with 260 GRP, retains its number two rank and has garnered a relative share of 22 per cent.
Zee TV, the number three channel, has increased its GRP from 188 in Week 1 to 196 in Week 2. Its relative share stands at 17 per cent. At number four is Sony, which has seen a drastic fall in its GRP from 126 in Week 1 to 85 in Week 2.
Star One and NDTV Imagine remain equal, with a relative share of 6 per cent each, as their GRPs stand at 73 and 67, respectively. Sahara One has a relative share of 4 per cent.
9X, which continues to show repeat telecast of its programs, has been witnessing a decline in its GRP for a few weeks now. With 39 GRP, its channel share stands at 3 per cent.
After a few months of re-revamping its avatar, Sab TV seems to have finally got it right on account of its differentiated programming strategy. The family comedy channel from the house of MSM India has been gradually increasing its hold on the Hindi general entertainment channel (GEC) genre.
As per TAM Media Research data on C&S 4+, HSM audience, Sab TV's channel share has grown to 5 per cent in the second week of 2009 from an average of 2.1 per cent in June last year. In Week 2, its relative channel share was 4.7 per cent, and the channel claims to have increased its GRPs by 70 per cent and as per the Week 2 data, its GRPs are 51.
Sab TV has been struggling very hard to get its hold together ever since it was bought over by Sony Entertainment Television (nom MSM India). The channel has experimented with many facelifts like being a second GEC, a youth channel, a comedy channel and, now, the final makeover as a family comedy channel.
Anooj Kapoor, business head, Sab TV, says, "Our family comedy channel positioning has worked very well for us and the differentiated programming has hit a right chord with the viewers. We are proud to have sustained our performance with regular growth over the past months."
In the last few months, Sab TV has launched a series of daily comedy shows such as Main Kab Saas Banoongi, Taarak Mehta Ka Ooltah Chashma, Jugni Chali Jalandhar and Lo Ho Gayi Pooja Iss Ghar Ki. Most of these shows have women protagonists.
"We are confident that we will further consolidate our position with the current hit shows and a slew of new shows which are slated to launch in the coming months. We had decided to have women protagonists to lure the female audience from the GECs." says Kapoor.
The overall GRP of GECs has dipped from 1,221 in Week 1 to 1,174 in Week 2. Star Plus continues to be number one channel with 297 GRPs. Colors, with 260 GRP, retains its number two rank and has garnered a relative share of 22 per cent.
Zee TV, the number three channel, has increased its GRP from 188 in Week 1 to 196 in Week 2. Its relative share stands at 17 per cent. At number four is Sony, which has seen a drastic fall in its GRP from 126 in Week 1 to 85 in Week 2.
Star One and NDTV Imagine remain equal, with a relative share of 6 per cent each, as their GRPs stand at 73 and 67, respectively. Sahara One has a relative share of 4 per cent.
9X, which continues to show repeat telecast of its programs, has been witnessing a decline in its GRP for a few weeks now. With 39 GRP, its channel share stands at 3 per cent.
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