In a bid to attract more viewership general entertainment channels (GECs) are launching new shows, particularly in the afternoon slots. With Colors giving stiff competition to Star Plus (which currently occupies the number 1 position as per aMap, a TV rating agency), both channels are revamping their programming by launching new shows.
Colors has announced a fresh line-up of fiction shows to be aired between March to December like Mere Ghar Ayee Ek Nanhi Pari, Is Des Na Aana Laado and a horror show called Koi Aane Ko Hai produced by Balaji Telefilms. The non fiction shows comprise the two new launches India?s Got Talent, produced by Synergy Adlabs, and Chhote Miyan Bade Miyan by Endemol India beside the next seasons of Fear Factor and Bigg Boss . While most of these shows will occupy prime time slots, the channel will soon announce a whole new afternoon slot in a move to consolidate its programming line up and strengthening its afternoon viewing.
Rajesh Kamat, chief executive officer, Colors said, ?We will be launching a host of new shows between March to December this year. We currently have a league of around 200 odd advertisers and we aim to get about 70 to 80 more GEC advertisers. Our main efforts this year will be skewed towards strengthening our programming in the afternoon and weekend slots.?
Star Plus has also launched three new shows which are slated to go on air in March? Phool Kamaal Ke, Shradhha and a matrimonial show titled STARVivah. Keertan Adhyanthaya, EVP and GM, STAR India Pvt Ltd said, ?The afternoons on STAR Plus have been exciting, and we continue to offer our viewers some distinctive storylines and relatable characters. With the launch of these new shows, we attempt to take a leap ahead in strengthening our afternoon slot.?
Other GECs like Sony, 9X and Sahara One either air re runs of their prime time shows or movies during the afternoon slots. Thus while Star Plus, Colors and Zee enjoy average GRPs of 6.1, 4.8 and 3.9 respectively channels like Sony, and NDTV Imagine command 1.4 GRPs each.
According to aMap, in the period between January 26 to February 10, 2009, 12% – 15% of the group rating points (GRPs) of major GECs came from the afternoon band (13:00 – 16:00) whereas 62% was contributed by the prime time (19:00 – 23:00).
Colors has also indicated that it may increase the rate of its ad spots due to the current growth that it has experienced due to an increase in its GRPs. Tejal Shah, VP, west and south, India Media Exchange mentioned, ?For any GEC, the rate of an ad spot in the prime time is two times more than its afternoon bands.? She feels that this attempt to strengthen the afternoon line up may attract more advertisers in these slots that were earlier neglected.
