Colors becomes the No 1 Hindi GEC; registers 85% growth

With 234 GRP, Viacom18-owned Colors has capped a historic upsurge to become the No. 1 Hindi GEC in the 15-50 ABC HSM Urban segment – an audience cohort that advertisers keenly follow.

In a year that saw Hindi GECs fuel overall television viewership resurgence, Colors has emerged as the most substantial contributor to this progress having, itself, marked an astounding 85% growth (234 GRP in Week 4 2024 from 126 GRP in Week 14 2023) since the beginning of this fiscal. Interestingly, the channel’s impressive lead of 37% over its closest competitor in megacities and 16% lead in the 15+ HSM 1Mn+ segments solidify its appeal to advertisers as these markets form the bulk of the consumption territories for a vast majority of brands across industries.

Colors’ current market share of 27.9% is the highest the channel has achieved in 12 years. The channel also achieved an overall reach of 52 million, extending its lead for the 44^th week now, going 16% ahead of its closest competitor. Furthermore, Colors has also achieved an astounding 114% growth in Prime Time since the beginning of the financial year (HSM Urban 15+, wk3 2024 vs wk14 2023).

Since July 2023, Colors has been steadily diversifying its content offering – from top rated mythological saga ‘Shiv Shakti - Tap Tyag Tandav’ to marquee reality shows like ‘Bigg Boss’ and ‘Khatron Ke Khiladi’ to audience favourite social drama ‘Doree’ to love stories like ‘Neerja Ek Nayi Pehchaan’ and ‘Chad Jalne Laga’ and family dramas like ‘Parineeti’ – the channel has captivated audiences with compelling storytelling and strong characters. The channel’s success is further enriched by standout shows such as ‘Udaariyaan’, ‘Mera Balam Thanedar’ and ‘Suhaagan’, each making substantial contributions to the viewership growth.

With an impressive lineup of new shows slated to launch later this month, Colors looks set to keep the forward momentum going strong. From the love story ‘Qayamat Se Qayamat Tak’ to historical drama ‘Pracchand Ashok’ to family drama ‘Mangal Laxmi’ to reality show ‘Dance Deewane’, the channel will be launching four new shows in a variety of genres within the next one month. Buoyed by the emphatic growth of Colors at 84%, the entire Hindi GEC category has clocked a robust 21% growth, which, in turn, has led to the entire TV viewership growing, a fact recently underlined by IBDF.