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Colors is the youngest kid on the block, yet within just three months of its launch, it has made its presence felt very strongly in the General Entertainment Category (GEC) segment. The channel has received exceptional ratings over the past few weeks and has outsmarted Zee TV from its number two position. The channels’ rising TRPs are clearly a threat to Star Plus, which has been invincible for the last 7-8 years. But can this neonate from Viacom 18’s stable uphold audience interest and the ratings for long? And how are Star Plus and Zee rolling up their sleeves to face this challenge? What’s happening at Sony’s end and where do the recently launched NDTV Imagine & 9X stand? 4Ps B&M analyses to find out more…
Sample this: Colors has got 250 Gross Rating Points (GRPs) during the week, September 24-October 4, clearly outshining Zee (220 GRPs) and Sony (105 GRPs). Not only that, the difference between leader Star Plus and Colors during this week is of merely 28 points (TAM ratings). This clearly indicates the strong potential the new channel has. As Keertha Adhyanthaya, EVP and GM, Star Plus frankly acknowledges, “The GEC landscape has seen a lot of competition in the last year, with deep pocketed players entering the fray. However, only Colors has come up with engaging content & has made significant headway.” So what is it that has clicked for Colors? We would say it’s the right combination of strong marketing at the time of launch and refreshing content to meet the expectations created by that initial hype.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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