Colors opens up with encouraging figures

The newly launched channel Colors from Viacom 18 Media has opened up to a positive response across India.

Data issued to BizAsia.co.uk for the week ending 26th July saw Colors start with 81 gross rating points (GRPs).

Compared to other recently launched Indian TV channels, Colors has had a spectacular launch. Earlier this year, NDTV Imagine garnered 55 GRPs in its first week of launch (20-26 January). 9X, on the other hand, recorded a GRP of 21, but later climbed the ratings ladder. ZEE Next crawled with a 6 GRP in its opening week.

Colors lags behind market leader STAR Plus, ZEE TV, Sony TV, NDTV Imagine, 9X and STAR One. Colors clarifies that the 81 GRPs have come from five-and-half days of programming while the other channels have captured the ratings for seven days. Observers also say the second week ratings will indicate the actual positioning of the channel.

The GEC market seems to have expanded with the new launches. “Clearly, the market has grown. After the first week of sampling, now the effort is to hold up the stake. The important thing here is that our ratings are not driven by a single show but by three different programmes,” says Kamat.

Colors’ big ticket reality show ‘Fear Factor-Khatron Ke Khiladi’ has opened with 1.7 (on 21st July) TVR, which went to a high of 2.27 on 24th July. ‘Balika Vadhu’ managed a high TVR of 1.26 and mythological ‘Jai Sri Krishna’ notched a maximum of 0.92 TVR on 21st July.

Colors will launch the second season of ‘Bigg Boss’ after completion of 16-episodes of its driver show ‘Fear Factor’. The channel has already endorsed original format (Big Brother) winner Shilpa Shetty for the show.

Whilst there are plans to launch Colors in the UK, there is no concrete information on this. TV Eighteen’s previous channel CNN IBN was available in the South Asia World avatar before ending after its distribution agreement ended with ZEE Network UK.