Although some general entertainment channels (GECs) have claimed the number three position among GECs after Star Plus and Zee Entertainment by citing their gross rating points (GRPs), experts say it will not have any major impact on advertisers, who take into account the channels? individual programme television ratings (TVRs) to measure viewership pattern for investment.
Recently, Sony and the newly launched Viacom 18?s Colors (launched on July 21) have been claiming the number three rank in the GEC channel roster. Sony claims it on the account of GRP that has been validated by a Map and Colors claims it on the basis of TVR, which has been authenticated by Television Audience Measurement (TAM).
A senior media planner who didn?t want to be named, said, ?Channel ranking has become a notional thing.?
R Gowthaman, managing director, MindShare, a media buying agency, said, ?It?s the beginning of the era wherein programmes matter and not the channel.? He acknowledged that Colors had a promising start, but added a word of caution. The biggest property on the channel is Khatron ke Khiladi and Colors is promoting a number of other shows on this programme. However, this show will last for only 13 episodes after which the channel may lose some momentum.
According to media planners, a GRP reflects the share of a particular channel in the overall GEC space, which means that great amount of space is available for marketers to buy. However, this theory is almost overlooked by advertisers as they buy individual programmes and not an entire channel based on GRP. As far as Sony is concerned media planners are waiting to see the programming line-up for the next quarter. ?Sony as number three channel will continue to get threatened by NDTV Imagine, 9X and Colors. Channels will continue to get flattened, fragmented audiences,? said a media planner.