For the first time in six months, the Hindi general entertainment genre has got a decisive leader in Colors. According to the latest ratings data provided by audience measurement firm TAM Media, Colors has got a record gross ratings points (GRPs) of 325 for the previous week — the highest since its launch in July 2008 and also the highest among all Hindi general entertainment channels (GECs) in over a year.
This is significant because, in the past six months, the top-three spots in the Hindi GEC space has seen a frequent shift between Colors, STAR Plus and Zee TV. Now Colors is leading the Hindi general entertainment genre with 325 GRPs — a lead of 50 GRPs over its nearest rival STAR Plus and 70 GRPs ahead of Zee TV. Also, in the last 10 weeks, Colors has occupied the top position six times among the dozen Hindi GECs, a segment that attracts over Rs 3,000 crore of advertising revenue yearly.
Also, based on the TAM data, the second season of stunt-based reality show Fear Factor-Khataron Ke Khiladi on Colors has been ranked the second-most watched reality show of 2009, with the first episode generating a rating of 4.4. Over 10 reality shows have been launched on Hindi GECs this year. Sach Ka Saamna, a reality show on rival STAR Plus, has so far been the top-ranked reality show in 2009 with a rating of 4.6 for its first episode which was aired in mid-July.
On Colors, its flagship drama series Balika Vadhu has emerged as the highest rated serial in the previous week with the maximum television ratings of 6.4, according to the latest TAM data for week 37.
Relevance of TAM data
The TAM data form the industry benchmark for deciding various parameters affecting the broadcast business, including channel rankings, advertising rates and reach & popularity of television channels, among others. And, on the basis of TAM data, the advertisers spread their Rs 8,500 crore of advertising budgets across various genres of television, like Hindi GECs, sports, news and movies channels.
Colors is a Hindi GEC launched by Viacom 18, a joint venture company of Network 18 and US-based Viacom Inc. On the day of the launch on July 21, 2008, Colors had emerged as the number two ranked Hindi GEC while, within nine months of its launch, it had become the genre-leader, dislodging STAR Plus for the first time in eight years.
However, STAR Plus has been dominant in the first half of 2009, having crossed the 300-GRP levels eight times compared with just three times by Colors so far this year. Colors is slated to launch the third season of Bigg Boss soon, with Bollywood icon Amitabh Bachchan as anchor.
