After nine years of reign, Colors has replaced STAR Plus as the leading entertainment channel across India, according to latest viewership data.

The nine-month old Viacom 18 owned channel has managed to grab 292 GRPs while STAR Plus has had to settle with 267 GRPs.

Data provided by Indian audience measuring body Tam for weekending 11th April show movies played a key factor in Colors surge in viewership numbers.

While Colors garnered 50 GRPs alone from its movie line-up with titles such as 'Singh Is Kinng', 'Jaane Tu Yaa Jaane Na' and 'Devdas', STAR Plus could only muster up 26 GRPs from its telecast of films - 'Race' and 'My Friend Ganesha 2'.

The success for Colors continued as the channel performed well on an all-day average as well as primetime hours (19:00 - 23:30). However, STAR Plus' two shows 'Bidaai' and 'Yeh Rishta Kya Kehlta Hain' still remained on top of the charts.

Whilst the lead may change time to time, one thing is clear; the competition amongst the top is only bringing innovative and fresh programming for viewers. Speaking to IndianTelevision, Colors CEO Rajesh Kamat said, "It feels nice to become the No.1 Hindi general entertainment channel. From now on, it will be a week-on-week numbers game."

Amongst other channels, ZEE TV remains number three with 236 GRPs. NDTV Imagine has secured the fourth spot with 90 GRPs, leaving Sony Entertainment Television Asia lagging behind at five with 78 GRPs. STAR One was in sixth with 60 GRPs, SAB with 49 GRPs and Sahara One with 48 GRPs.