MUMBAI: With only five and half days in the opening week, the newly launched flagship Hindi general entertainment channel (GEC) &TV from the Zee Entertainment Enterprises Limited (ZEEL) stable has emerged as a major gainer in the ratings game.

This is for the first time that a GEC as new as &TV has opened at 90.6 GTVMs creating waves in the Hindi GEC space. The high octane flagship shows saw both critics and audiences appreciating the progressive and relatable content of the channel.

Be it &TV's flagship show hosted by Shah Rukh Khan, India Poochega – Sabse Shaana Kaun? or the strong fiction line up with shows like Razia Sultan, Bhaghyalakshmi, Gangaa, Begusarai, Bhabi Ji Ghar Par Hai!, and the weekend offering with Killerr Karaoke and Tujhse Naaraaz Nahi Zindagi; the programming seems to have struck a chord with the audience.

On the other hand, week 10 witnessed Sab emerging as the biggest gainer. At number five, it registered 312 GTVMs, up from 265 GTVMs. Moreover, the week also saw the channel competing closely with Star Plus’ sister channel Life OK, which reported 314 GTVMs, up from 312 GTVMs at number four.

At number six, Sony Entertainment Television (SET) too observed a huge hike in viewership and noted 247 GTVMs, up from 235 GTVMs. 

Amongst the first three leading players on the ratings chart, Star Plus saw a drop and garnered 604 GTVMs, down from 638 GTVMs. Despite a drop, Zee TV continued to secure number two position with 427 GTVMs, down from 442 GTVMs. Colors remained stable at number three with 424 GTVMs, up from 419 GTVMs.