Television

Zee Marathi scores with awards celebrating its best

MUMBAI: The Marathi language channel from the Zee Network fold has asserted that the second edition of its Zee Marathi Awards telecast brought it some significant returns on the ratings front.

Quoting Tam data, Zee Marathi claims top position in terms of channel share, TVRs and time spent in Mumbai as well as Maharashtra market in all important target groups.

The Zee Marathi Awards was telecast on the channel on 15 August from 7:30 pm to 10:30 pm. The Tam data (for a period of 7:30 pm to 10:30 pm, CS4+) provided by the channel has the show recording maximum TVRs 8.4, 8.1 and 9.8 in markets Mumbai+Maharashtra, Mumbai and rest of Maharashtra respectively. In CS15+, it is 9, 9.2 and 9.5 respectively.

In the CS4+ category for, the show recorded maximum time spent per viewer as 64 minutes, 58 minutes and 72 minutes in the Mumbai+Maharashtra, Mumbai and rest of Maharashtra markets respectively. In the CS15+ category, the same is 57, 60 and 57 minutes respectively. The channel has asserted top position in this category for the given time period.

In the CS4+ category, the awards slot has reached 14 per cent of viewers in all the three markets. The channel claims second position here, just behind Star Plus which recorded 19 per cent reach in the particular time slot on 15 August. In the CS15+ category, the reach Zee Marathi has recorded is 15 per cent in Mumbai+Maharashtra markets and in the Mumbai market it is 14 per cent. The channel is positioned behind Star Plus and Sony Entertainment Television (SET) here.

The data shows Zee Marathi recording a channel share of 20.7 per cent in the CS4+, Mumbai+Maharashtra market. In the Mumbai and rest of Maharashtra markets the channel has gained 19.7 per cent and 22.8 per cent channel shares respectively. In the CS15+ category, the channel has quoted the related Tam numbers as 19.9 per cent, 20.8 per cent and 18 per cent in the Mumbai+Maharashtra, Mumbai and rest of Maharashtra markets respectively.

Says Zee Marathi head Nitin Vaidya, "Zee Marathi Awards has helped the channel to surge ahead of even Hindi general entertainment channels in the time slot. We were so confident about the popularity of the awards property that we didn't resort to either outdoor or print campaigns for its promotions. Zee Marathi Awards was promoted only in the Zee Network."

Zee Marathi instituted the awards on the occasion of its fifth anniversary in 2004 to honour the best performers on its shows. The winners are selected by viewers: through ballot papers supplied by cable operators, SMS and Interactive Voice Recording System (IVRS).

The channel looks at the awards property as an effective marketing medium to create a buzz in the non-Mumbai market. Stars themselves campaign for their victory, thus reaching out to the viewers across Maharashtra.

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