Television

ZEE TV: NO RATINGS, NO SWEAT - YOUR TIME WILL COME

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2014/08/28/zeetv_3.jpg?itok=7hEweQEn

The latest TAM ratings are out. And the entire industry is agog about one revelation: not one of Zee TV's new shows figures on the Top 100 list. Old diehards such as Mehandi Tere Naam Ki (65), Amanat (74) and Koshish Ek Aasha (99) are Zee TV's candidates in The Top 100.





There is some sniggering about this amongst rival broadcasters and producers, who are saying we told you. The question is: why the excitement about this development or non-development?





No one at indiantelevision.com expected Zee TV's new shows to spring up in the Top 10, let alone the Top 100, overnight. And we don't think anyone at Zee TV expected it either. There are enough professionals within that organisation that understand the television business and the fact that programmes grow on audiences and audiences on programmes. A Kaun Banega Crorepati happens probably once in a lifetime. And expecting a repeat is like expecting sextuplets every time you go for delivery in the maternity home.





Indiantelevision.com is of the view that Zee TV's new shows should be given at least another six weeks to stabilise and generate the ratings (if the ratings systems are allowed to continue). (The channel's management has said the new shows will run their 13-26 episodic run).

We expect at least four of the new shows - we cannot predict which because all that depends on the marketing and promotion push that Messrs Goyal and Sinha give - to pop up in The Top 50 in the time frame predicted.





But for that to happen some course correction may be needed. According to indiantelevision.com, there appears to be a disconnect between the new Zee TV brand promise and the delivery that is being made in terms of new programmes.





(When Sony Entertainment Television was launched it had very clear communications, which it lived up to for quite some time. It was the innovator: it had a young feel, new programming genres, new initiatives, it had snazzy packaging, and it came as a breath of fresh air. Hence, it succeeded. As did Zee TV when it launched in the time of DD.





A year ago, Star Plus did to Zee TV and Sony what a Zee TV and Sony Entertainment did to DD and Zee TV respectively in their time. And the duo has not been able to find a counter to Star Plus. For the past year, both Zee TV and Sony have been strangely behaving like imitators; they appear to have stopped innovating.)





One school of thought in industry is that the communications around the Zee TV brand need to be improved; the programming is wow.





The other school of thought is that programming needs to be spruced up.



The school which believes that Zee TV's communication needs correction question its very basis.



What is the new Zee TV brand all about?



A lovely young lass - represents the new Zee TV brand. She is fresh as dew, she is pretty, she is vivacious, she is playful, she is charming, she is dimpled, she likes kids - one could go on.





But can she on her frail frame hoick Zee TV out of the rut it has been stuck in for some time now? Nahin dekha Zee to kya dekhenge nayee Zee TV ka message?



More push is needed for specific shows - more specifically large scale canvas dramas and soaps (for example, why is not Sudha Murthy's Dollar Bahu being promoted as a show based on a book written by India's most innovative software entrepreneur's wife. Or Aaj Bhi Ateeth, Hip, Hip Hooray Series 2) that live up to the promise made by the new Zee TV lass. Zee TV was known for well-told stories (at times long-winded ones though); for Antakshari, for Khana Khazana, original Indian programming.





One has not seen enough of the Zee TV game shows - Baazee Kiski or Niilaam Ghar - to give a verdict on whether they should be pushed.





The push has to be a determined one across media. A budget of Rs 10 crore (or is it Rs 15 crore?) has been set aside for this purpose. Let's see effective spending of that.



The second school of thought questions the basics of some of Zee TV's programmes. Do most Indians want to watch cross-continental shows? Or is it a microcosm that wants such programming? Will these shows work well with Zee TV's audiences in Europe and the US? They well may but production values have to be stepped up for those audiences. Additionally, will Indians in interior Maharashtra or Varanasi indentify with them? There is a big question mark there.





Most importantly, Zee TV has to spruce up on its programme packaging and promos. Most of the promos look tacky; many shows have signatures that lack class and finesse; the shows themselves are running short on production values; technically, the audio and video standards are not up to the mark.





Star / Sony treat every promo on their channels as an ad for the programme they are promoting; that effort seems to be lacking with Zee TV. A promo is a filler for them; very little creative input seems to be going into it. Today, television audiences have to be teased, lured and retained, continuously and consistently.





The Zee TV girl promo manages to do that. If the values presented in that promo are taken as a standard and replicated across the channel, it could do wonders for it.





And a couple of months down the line, the past year may seem just a memory.

ANIL WANVARI,

CEO, INDIANTELEVISION.COM

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/BARC_1%20%281%29.jpg?itok=4rZPuncb
Star Plus & Sony Pal continue to dominate GEC market

In week 11 of Broadcast Audience Research Council (BARC) India data, Star Plus continued to led both the market Urban and (U+R). Sony Pal maintained its leadership position.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/25/SWAMI.jpg?itok=RVOfsNYz
Depute law officer to probe NDTV tax case, Swamy urges FM

Rajya Sabha MP Subramanian Swamy has recommended through his Twitter handle that the finance ministry should field a Law Officer with the integrity to challenge NDTV's income tax case of Rs.525 cr failing which it would have to face protest by him (Swamy.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Shots-Fired%20%281%29_0.jpg?itok=Mdip66Cr
'Shots Fired' starring Hunt to debut on Star World Premiere HD

Star World Premiere HD turns up the drama this month with the gripping limited TV series ‘ Shots Fired’ that will exclusively air on the channel every Saturday, 10pm starting 25 March.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/master%20%281%29.jpg?itok=G0-nG5vY
Barbie reaffirms ‘You can be anything’ with MasterChef on Star World

Barbie’s message of You Can Be Anything is going to spread far and wide, reaching out to moms and kids, with Barbie’s latest association as the presenting sponsor for popular TV series – MasterChef U.S. Junior season 5 that will air every Sunday at 9pm on Star World and Star World HD.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/ndtv%20%281%29.jpg?itok=_sClALIX
NDTV back with 'Get The Look' with Ambika Anand

One of India’s premier lifestyle channel, NDTV Good Times, is back with its fashion makeover series ‘Get The Look’ with Ambika Anand. The longest running fashion makeover show on Indian television is donning a whole new avatar this season, as it celebrates Cutting Edge Indian Style by exploring...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/roy%20%281%29.jpg?itok=__3FJj_i
NDTV India ban reversal: Centre wants apology, counsel seeks time from SC

The Central Government on Friday told the Supreme Court that the one-day blackout order against New Delhi Television Ltd (NDTV) India will be reversed only when the channel offers an apology for its coverage of the Pathankot militant attack on 2 January last year.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/raghav-bahl%20%281%29.jpg?itok=5kSEgS_c
Raghav Bahl favours 'reverse mentoring' in media, awaits licence to start channel

Senior media professional Raghav Bahl believes senior editors need to encourage the thoughts of young journalists as "their perspective towards news is different and connected to the new-age digital readers."

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/Sidhu%20and%20Prasana%20Krishnan.jpg?itok=Fa3HzH4E
IPL: Sony will have Telugu, Tamil & Bengali feeds, non-committal on Sidhu

MUMBAI: Sony Pictures Networks India is planning to inject adrenaline into the 10th season of the annual cricket fever beginning 5 April. Having over 361 million viewers glued to the screens during the last season, Sony network will continue to have Telugu feed for this year’s edition as well. The...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/03/24/greenhouse-key_0.jpg?itok=_tVCfSqC
Keshet & Ananey bring teen & kids series to India

NEW DELHI: Global production and distribution powerhouse Keshet International (KI) and Ananey Communications Group have partnered to bring teens', tweens’ and kids’ series to the global market in KI’s first foray into the genre.

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories