The big gamble seems to have paid off. When Colors, the flagship of the Viacom-Network 18 joint venture, roped in megastar Amitabh Bachchan to host the third season of reality show Bigg Boss, it expected his presence would help consolidate its position as a leading GEC (general entertainment channel).
The strategy seems to have worked.
Market researcher TAM says Bigg Boss 3 opened at a television rating point (TRP) of 4.6, deadlocked with Star Plus’s Sach Ka Saamna. TRP is the percentage of viewers who watch a programme from the total number of viewers at the same time slot.
Most importantly, the show has helped push up Colors’ GRPs (gross rating points, the sum of ratings over a week) to 338, up from 269 the previous week -- the highest for the channel since its launch in July 2008. Colors is now at a healthy GRP of 81, ahead of Star Plus.
Notably, Bigg Boss’s best showing was in Delhi (9.2), followed by other northern markets such as Rajasthan, Chattisgarh, Madhya Pradesh and Uttar Pradesh.
Says a delighted Rajesh Kamat, CEO, Colors, “Bigg Boss has created a lot of buzz for us and got viewers to sample our other offerings as well. Ratings for our soaps have also shot up.”
(Balika Vadu went up from 4.6 last week to 5.3 this week, Uttaran from 3.9 to 5.2 and Na Aana Is Des Lado from 3.5 to 4.9 – all of which contributed to this week’s impressive GRPs).
"It's difficult to live up to the anticipation and excitement of the opening episode,” Kamat adds in a note of realism
The TAM figure, more closely watched, is a big improvement on the rating of 3 given to Bigg Boss by overnight TV rating agency aMap last week.
Bachchan calls the show that involves housemates adjusting with each other a “fantastic” experience.
“For them, it’s like being back in school in dorms.”