Two at the top

In April, the highly competitive Hindi general entertainment channel (GEC) space had two leaders, in a sense. If looked at purely in terms of weekly GRPs (gross rating points), then Viacom18’s nine-month-old channel Colors (April 5-11 & 12-18) and News Corp-owned STAR Plus led for two weeks each during the month. This was the first time STAR Plus had ceded the #1 slot in any week since 2000. It finished the month at #1 though.

Indeed, Colors has been running neck and neck with STAR Plus ever since it shot to the #2 slot in October last year. It had seven of its shows in the Top 10 during January-April 2009 compared to six of STAR Plus, as per TAM data. But STAR Plus’s Bidayi and Yeh Rishta Kya Kehlata Hai have occupied the top two slots in the charts above Colors’ Balika Vadhu. Rajesh Kamath, CEO, Colors, says: “The battle is extremely close. It’s been a weekly battle so far and is likely to continue like this for sometime. We still have a long way to go from here on.”

The two GECs are also head-tohead in the battle for channel share (See Close Race). Siddhant Khandekar, Research Analyst, Sunidhi Securities, says: “It takes years to build leadership in this category, as STAR Plus did. So, for a new channel to command 22 per cent of Hindi GEC viewership is good achievement. The credit goes to innovative content creation. STAR Plus has lost out on its innovative programming.”

So, how is STAR Plus looking to maintain the lead? Keertan Adyanthaya, General Manager & Executive Vice-President, STAR Plus, says: “For us, young women are our prime target audience. Weekly GRPs will see highs and lows, but our focus is on creating multiple hit shows that have sustaining power and longterm potential.” STAR Plus’s recent shows, Aap ke Kacheri and Yeh Rishta, have been great successes.

Adds Adyanthaya: “We want to showcase stories of hope, of a positive change, of a new India and not of despair, or contrived emotions.” In the pipeline are Star Vivaah, a reality show as well as Indianised versions of hit English reality shows like Moment of Truth and The Perfect Bride. Colors, too, is not complacent either. Says Kamath: “The strategy includes introduction of some original programming and replacement of old shows that are not delivering to their full potential at prime time.

Thereon, the plan is to monetise the ratings. Having gone pay in India from April 1, the focus is now on launching in the international markets namely the US, the UK and the Middle East.”