Sony narrows gap with genre leader Star Plus

Insearchindia.com Team

(2 August 2012 10:09 am)

MUMBAI: The folks at Sony Entertainment Television (Set) are popping the bubbly. Reason: for the second week in a row, the lead channel in the Multiscreen Media (MSM) stable has held on its second spot in the Hindi GEC pecking order. And not just that: it has chomped away another seven GRPs from the entire GEC pie, coming very close to snatching leadership from numero uno Star Plus with its ratings figure of 235.

As per TAM data (C&S, 4+, HSM) provided by Hindi GECs, Set is just eight GRPs away from Star Plus riding on the back of its leading fiction property Bade Achhe Lagte Hain, that garnered 4.8 TVR (last week 4.2 TVR).

Set is also banking upon its crime-based fiction shows - Crime Patrol that saw an increase in viewership to 4.1 TVR (last week 3.8 TVR) and C.I.D which garners an average of 3.5-plus TVR.

Sony sees an opportunity to occupy the leadership chair with the soon-to-launch Amitabh Bachchan anchored show Kaun Banega Crorepati (KBC).

Says Anita Nayyar, who is joining Havas Media back as the India and South Asia CEO, “Historically, Sony has not been very consistent when it comes to ratings. But the channel has been doing consistently well since the past one year or so. Its shows like Bade Achhe Lagte hain have been doing well for them. The launch of KBC could be a gainer for Sony to some extent and could see it achieving new peaks. It will be a very close contender for the No.1 position.”

And that will be some achievement for team Set - including Sneha Rajani, COO NP Singh, CEO ManJit Singh and president Rohit Gupta.

Aegis Media CEO South Asia Ashish Bhasin does not expect Star India to take things lying down and allow SET to go ahead of it. Says he: "I am sure that Star Plus will come with something to fight and retain its position."

He, however, cautions that long term trends should be borne in mind before coming to any conclusions. Says he: “I don’t think that the data should be seen on week to week basis. The ranking of Star Plus, Sony, Colors and Zee TV will keep varying depending on one or two programmers that will be a hit for few weeks. In long term if somebody is falling behind, it will have an effect, but if in one week one channel is ahead and in the second week the other is ahead it won’t make much of a difference in the long run."

While for the second week in a row SET has gained, Star Plus has shaved 11 GRPs to end with 243 GRPs this week. Its leading fiction shows like Diya Aur Bati Hum and Yeh Rishta Kya Kehlata Hai have seen a slight dip in viewership.

Colors on its part is at the No 3 spot with 228 GRPs, gaining some 14 GRPs. In the week ended 28 July, Colors' fiction show on child marriage Balika Vadhu has rated 4.3 TVR (last week 3.8). Its other fiction properties like Kairi, Sasural Simar Ka and Madhubala have also seen growths in viewership.

Zee TV, meanwhile, added a GRP to close the week with 222 GRPs. Its flagship dancing reality show DID lil Masters continues to garner good numbers. The Saturday episode of the show registered 5 TVR (last week 4.4) while the Sunday episode clocked 4.7 TVR (last week 3.9).

The second GEC from Sony Entertainment Network bouquet Sab added three GRPs to clock 132 GRPs while Life OK from the Star Network bouquet added six GRPs to record 107 GRPs. Sahara One with 42 GRPs (last week 41) remains at the bottom of the ladder.