The psychological barrier of 100 GRPs has been broken by 9X.
According to TAM data for week 21, 9X has garnered 103 GRPs (C&S 4+), pulling away from fourth placed Sony (90 GRPs) and NDTV Imagine (77 GRPs).
STAR Plus remains the leader with 319 GRPs and Zee is at number two with 227 GRPs.
With the Indian Premier League coming to a close on Sunday, next week’s ratings (week 23) will be well worth keeping a close tab on, as the viewers lost by the general entertainment channels to the cricket extravaganza will be looking for replacement programs to settle on. STAR Plus’ Paanchvi Pass will see celebrities, including Laloo Prasad Yadav, the Union minister for Railways, in a bid to boost ratings and Sony will want a percentage of the audience pie with the Salman Khan TV debut Dus Ka Dum and NDTV Imagine lines up Junoon.
9X will look to deliveries from Mahabharat, their second mythological after Jai Maa Vaishnodevi . NDTV Imagine launches Mahashani, their second mythological after Ramayan, in late June.
Accompanying all these developments is the launch of Viacom 18’s general entertainment channel Colors.
It promises to be a long and arduous summer for media planners.