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Even Zee has rolled up its sleeves and is launching a slew of new programmes. Three of them – Choti Bahu, Maa & Rang – are expected to debut soon. And one should never forget the strong comeback Zee made and the way it threatened Star Plus’ leadership a year ago. Talking about the new GECs, Zee TV’s Programming Head, Ajay Bhalwankar told 4Ps B&M, “New channels have focused on distraction based programming, which has got them viewers but that definitely cannot get them viewer loyalty that we have developed over the last 14 years.”
Sony’s Marketing Head, Khan agrees, “It’s too premature to say that Colors can lead the GEC race or not. Earlier NDTV Imagine and 9X also got higher ratings but they couldn’t sustain it and now they are behind us.” Sony has got its weekend ratings stronger due to Indian Idol 4. “We have got our weekend programming right. We are number one or two on weekends and now we are focusing on getting our weekdays programming right,” adds Khan. Sony has not been able to make a strong impact for the last one year. “Sony has continuously been trying and launching new shows different from the typical Saas-Bahu drama (like Sujata, Kuch Is Tara, and more recently Aanthva Vachan) but nothing has clicked strongly for them so far,” says a media analyst. Right now Sony is focusing on launching programming based on female protagonists but with a regional set up. One such soon to debut programme is Meet Mila de Rabba, which is built around a Punjabi set up and feel. One may see a lot of weekday programming based on different regional areas on Sony in coming times.
Undoubtedly, Colors is promising both for audience and advertisers. As Nayyar admits, “Earlier when a marketer needed reach they had to look up only to Star, Zee or Sony, but Colors has come as a good break with a strong reach.” The only challenge for them is to sustain their performance. Basabdatta Chowdhary, COO, Madison Media warns, “My only word of caution is that once Big Boss (which is a huge rating grosser for Colors) goes off air in November, this may impact the ratings of the channel.” So the replacement for Big Boss will decide a lot for Colors.
Moreover, with ADAG’s Big Broadcasting to launch two channels in the category by the year end, the competition will get even more intense. Affirms Rajesh Sawhney, CEO, Big Entertainment, “We don’t believe in doing what others are doing. We will not only sharply define our target audience but our programming too.” And as ADAG’s aggressive DNA goes, Big Broadcasting will surely do its best to disrupt the segment and pose a bigger threat to Star and Zee. At that time, the biggest challenge for Colors will be to hold audience interest and not fade out after the initial kick it got.
Interestingly, Colors and other new GECs have expanded overall entertainment viewing on the telly. Before the entry of Colors, 9X & NDTV Imagine, the category was averaging about 950-975 GRPs. Now the category has regained some share from movie, news & kids channels and is averaging at 1,200 GRPs over the past 4-6 weeks – a clear growth of 23% in a years’ time. Do we hear GEC honchos setting aside rivalries for a while and unanimously yelling the hurrah?
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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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