The recently launched entertainment channel Colors has had the highest share in the market since its launch, giving ZEE TV a run for its money.

ZEE TV, which has been comfortably sitting at number two for the past year or so is facing stiff competition from Colors.

As per TAM Media Research data on C&S, 4+, HSM for week 37, Colors seems to be breathing fire down the neck of ZEE TV. The latter registered an 18 per cent share, Colors moved up to 17 per cent.

Sony Entertainment Television Asia has managed to garner only 8 per cent share, followed by STAR One with 7 per cent. NDTV Imagine and Sahara One both have gathered 6 per cent share. 9X has slipped and managed only 3 per cent, on par with SAB.

It’s evident from the data over the last few weeks that Colors has beaten Sony TV to become the third most popular GEC, and is now aiming for second place. Its daily show, ‘Balika Vadhu’, has garnered an average TVR of 5.3, much higher than ‘Saat Phere’ recorded on ZEE TV. Mythological serial ‘Jai Shri Krishna’ has also garnered good ratings, in addition to reality show ‘Bigg Boss’.

Whilst Sony TV is now depending on the launch of its ‘Indian Idol 4’ series, ZEE TV is not taking things lying down. It has just launched ‘Ek Se Badhkar Ek Chota Packet Bada Dhamaka’ and will then be followed by ‘Ranbir Rano’

When asked about the threat to ZEE TV’s position, Tarun Mehra, business head, ZEE TV, says, “We are game for the competition. The GEC space will witness a lot of such action. We will let our work speak.”