While just surfing through random articles on net, I came across this interesting article which read "Star Plus: Go 'break-free', get GRPs". The article primarily mentioned about the current programing strategies adopted by Star plus and Colors, the two most popular Indian satellite channels in the GEC category. It basically talked about how Star plus has managed to get back its No 1 position by airing 15 movies in a week instead of the usual 6-7 and out of which around 8 were shown without a break for commercials. The results were definitely fruitful as Star garnered additional 24 gross rating points (GRPs). Seeing the huge success of this new programing tactic even Colors decided to follow the unbeaten market leader.
While critics argue that dropping advertisements is not a sustainable strategy for the respected channels, I believe that its only a short term strategy.
But yes, the concern that it doesn't turn into a long term strategy still holds significance, as in the fight to get the maximum GRP's the channels could turn towards dropping ads. But keeping in mind the amount of business loss that they would have to bear, I think this tactic would continue more like a featured element in the programing schedule. Its like something to the tone of say....Saturday night movie or Sunday afternoon movie or both without a break.
Including elements like these would definitely yield higher GRP's but their frequency per week is something that the channels would have to take a call on.
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