Aug 18, 2008

Entertainment - Colors stays at No-3

Colors has stayed put in the No. 3 spot in the general entertainment channel space for the second consecutive week. As per TAM Media Research data for C&S 4+, HSM, Colors has raised its share to 11 per cent in Week 32, from 10 per cent in Week 31. STAR Plus and Zee are at No. 1 and No. 2 positions, with a share of 26 per cent and 17 per cent, respectively, losing 1 per cent each.

Sony Entertainment Television and STAR One have jointly retained the No. 4 position, with a channel share of 8 per cent each. NDTV Imagine and 9X, too, are on par with each other with 7 per cent share each. From 5 per cent in Week 31, Sahara One has gained 1 per cent and stands at No. 6 with 6 per cent share.
Nandini Dias, chief operating officer, Lodestar Universal, is of the opinion that it might still be too early to make a judgement. “Colors has been performing since the launch week itself, but I don’t think it is appropriate to draw a conclusion on whether it will sustain this,” she says. Sony, she says, has seen so many ups and downs in the last three years. Dias believes that one will have to wait and see which channel settles down finally in the No. 3 spot.

Colors has three strong properties: Fear Factor Extreme (which drew an average TVR of 2.93), Jai Shri Krishna (2.05) and Balika Vadhu (1.7). NDTV Imagine’s Ramayan is still going strong, drawing an average TVR of 2.75, while 9X’s Kahaani Hamaaray Mahabharat Ki has been the most watched show on the channel garnering a TVR of 1.64, as per Week 32 data.

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