GEC Genre: Zee TV is No. 1 in Week 26

Ankit Jain - Televisionpoint.com | Mumbai
Zee TV has claimed the top spot in the Hindi general entertainment channel (GEC) segment in Week 26, along with Colors, both channels garnering 243 GRPs each.

Zee TV has added 16 GRPs over the last week. Both Colors and Zee TV command a 21 per cent share each, as per the TAM Media Research Week 26 data on C&S 4+, HSM audiences.

The development is significant because genre-leader Star Plus has been pushed to the number three spot for the first time in over a decade. It is ranked behind Colors that has managed to retain its number two spot for most weeks in the current year.

According to the TAM data, not only has Zee TV become the number one channel based on GRPs, it has emerged as the leader in prime time (7 pm to 11:30 pm), weekend prime time and the afternoon band (Monday to Friday), beating both Star Plus and Colors.

In Week 22, Zee TV claimed the second rank with 245 GRPs by leaving behind Star Plus at No. 3. In Week 26, Star Plus has witnessed a loss of GRPs and currently commands 218 GRPs, with a relative share of 19 per cent.

Nitin Vaidya, COO, Zee Entertainment Enterprises and business head, Zee TV, says, "Though we are happy with the ratings, the proof of the pudding now lies not in numbers but who takes the baton of entertainment forward and we are overwhelmed by the viewer's response for all our shows."

When contacted, a spokesperson of Colors said, "The TAM data puts both us and Zee TV at the same position - we have a GRP of 242.8, which is interpreted as 243, the same as them. But the main point is that we have been a consistent number two player. We were even the leader for a couple of weeks."

A spokesperson for Star Plus said, "It is a dynamic situation but as far as we are concerned the viewer-loyalty has always been with us. Our show Bidayi continues to be the top rated show among all Hindi entertainment channels. We will soon be launching two more big-ticket shows."

The Hindi GEC genre is important because it contributes nearly half of the Rs 8,000 crore of advertising revenue that is generated on television annually, with the bulk coming from players like Star Plus and Zee TV, among others.

NDTV Imagine is at No. 3 with 108 GRPs, 17 GRPs ahead of Sony Entertainment TV. The relative shares of NDTV Imagine and Sony are 9 and 8 per cent respectively.

Sab TV is now much ahead of Star One with 61 GRPs in Week 26, while the latter managed to record 52 GRPs. Both their channel shares stand at 5 per cent.

The relative shares recorded by DD1 and Sahara One are 4 and 3 per cent respectively. Star Utsav and 9X have managed to grab 2 per cent share each, while Real has got 1 per cent share.

Yeh Rishta Kya Kehlata Hai (Star Plus) has garnered a TVR of 6, and is the most watched programme, while Balika Vadhu (Colors) has managed to draw a TVR of 5.5. Bidayi, again on Star, has recorded a TVR of 5.1. Agle Janam Mohe Bitiya Hi Kijo on Zee TV has got 4.8 TVR, followed by Uttaran on Colors, which garnered a TVR of 4.

Na Aana Is Des Laado, Sa Re Ga Ma Pa Little Champs-09, Chhoti Bahu, Pavitra Rishta and Jai Shri Krishna are the other programmes in the Top 10 list. Zee TV dominated the charts in Week 26, with four of its shows making it to the Top 10 list.