MUMBAI: It's yeah for Zee Music and nah for the big guns MTV and Channel [V] in Hindi speaking markets. Or so claims Zee Music.

After a boisterous revamp, the thus far struggling Zee sibling, seems to have recovered and how. While the onus of the popularity mainly lies on the aggressive promotions campaign, channel sources claim that the content has given them the much needed push.

According to the data provided by Zee, the channel has picked up pace in the last few weeks. They claim that it is the 'live' content that has offered them a new life. In addition to that the 'Sound of India' campaign has gone well with the audience. At least with the audience belonging to the C&S 4+ Hindi speaking markets for the weeks 28 March 2004 to 8 May 2004 (week 14- week 19).

The data provided by TAM indicates that there has been a steady growth in channel shares.

Both, the data from TAM and Zee Music's internal data indicate that the tussle is now between Zee Music and its sibling channel Etc. But the fight ends there. Sibling rivalry is not on the parent company's agenda. Instead Zee Music looks to take learnings from where Etc has succeeded. For example, since a major TRP driver on Etc has been a concert programmeNaach meri jaan, Zee Music decided to do something similar.

Whether it is the decided 'desi' look and desi approach that has enticed the Hindi speaking audience or the novelty factor that has hooked on the audience, only time will tell. But for now, it is working well.

And though rivals might question the TG that Zee Music has chosen in its sample, the one-time "nowhere channel" has certainly made them all sit up and take note.