Television

Zee TV inches past Sony; battle moves to prime time

It is the fight, not for the first, but for the second position! Zee TV has surged ahead of Sony Entertainment Television with the charge led by a couple of popular shows and afternoon movies.Even in the prime time band it has jumped in ratings, though a resolute Sony TV has managed to hang on to the lead.

These are the key points that would strike one while looking at Tam data (CS4+ Hindi Speaking Markets) for the 11-week period ended 21 January 2006:

Peaking in the week of 25 December at 16.5 per cent, Zee TV?s average channel share in the All-day part stands at 15 per cent during the period 6 November to 21 January. As the average share for the month of November was low at 12.5 per cent, a dash in ratings actually came during December-January.



Sony saw a reverse gear movement. While the average channel share was 14 per cent in November, it fell down to 13 per cent for the whole 11 week period. Star Plus, in the number one position, enjoys a strong lead here with 54.7 per cent channel share. And in the latest week in which Tam data is available (ending 21 January), Sony?s share further dropped to 12.4 per while Zee TV improved to a high of 17.7 per cent.

The extensive repackaging of Sa Re Ga Ma Pa to fight the rival talent hunts turned out to be a masterstroke for Zee TV

The trick that clicked for Zee TV was a revamped Sa Re Ga Ma Pa which became the channel?s top-rated show. Also aiding Zee TV?s upsurge was Saath Phere -- the ?unconventional? story of a girl?s search for her unique identity -- which was launched in October.

Says Zee TV programming head Ashwini Yardi, "These two shows have made significant contributions to Zee TV?s kitty. Sa Re Ga Ma Pa was revamped this year and the show has delivered tremendously. Saath Phere has been a very successful experiment. We are also expecting the newly launched Kasamh Se to deliver in the coming days."

Sony pins hopes on its trump card, the finals of Indian Idol 2

SET India COO N P Singh admits Zee TV is catching up. "We have noticed the trend over the last 11 weeks. Zee is in neck and neck fight with Sony in prime time but it is a short term phenomenon. Our biggest property Indian Idol 2 will soon be reaching its peak when it enters the final round. We are also beefing up our entire programming schedule - fiction as well as non-fiction offerings - in the coming month. We are planning a whole lot of promotional push on our prime time properties as well as our afternoon band."



A separate look at the afternoon and prime time bands provide specific reasons behind Zee?s improved show. The afternoon band, delivering an average channel share of 12.5 per cent for the 11-week period, has been crucial to keep Zee TV ahead of Sony which enjoys a 10.4 per cent share. Here, Star Plus enjoys the top position with an average channel share of 59 per cent. According to programme ratings, Zee TV is above Sony in the 11-week period with an average TVR of 1.04. Sony?s average score is 0.8 TVR during this period.

Saath Phere, the soap that presented an unconventional heroine, has been Zee TV?s best find in the recent times

Zee TV?s afternoon band is mainly driven by movies. Of the top 20 programmes delivered for the channel in the afternoon band for the specified period, Zee TV has feature films such as Tarzan the Wonder Car (2.19 TVR), Hum Saath Saath Hain (1.72 TVR) and Maine Pyar Kiya (1.14 TVR) occupying the top 10. The soap Piya Ka Ghar delivers an average of 0.8 TVR.



Sony?s mix in the afternoon band comprises movies, talent search, events and soaps. Feature film Chamatkar delivered the highest rating of 0.99 TVR during the 11-week period. Talent search 10 Ke 10 Le Gaye Dil?s peak rating was 0.91, while soap Jassi Jaisi Koi Nahin (repeat telecast) scored 0.87 TVR. The action thriller Crime Patrol followed Jassi... with a rating of 0.85.



The prime time story is looking better for Zee TV, though it is still lagging behind Sony. Zee TV, which started the week ended 12 January with a channel share of 6.6 per cent, has gained to have an average share of 9.4 per cent during the 11-week period. Sony is well ahead with an average channel share of 15.6 per cent in the prime time band.

The second season of Indian Idol will enter its final leg in March

But for the latest week in which Tam data is available (ending 21 January), the two channels are engaged in a neck and neck fight. Zee TV?s share has climbed to 13.4 per cent while Sony is hanging marginally ahead at 14 per cent. Star Plus, the leader, is way ahead with 59.4 per cent channel share.



Elaborating on the good performance, Zee TV marketing head Tarun Mehra says, "Sa Re Ga Ma Pa Challenge at 10 pm has been the channel driver so far. The programme flourished on interesting content and extensive marketing. Then a new launch Saath Phere at 9:30 pm delivered and that has given the channel a huge boost. Recently, Kasamh Se, coming at 9 pm, has opened well. We have strong properties in our afternoon soaps, Paalki and Mamta. We are presently strategising our moves to strengthen this band further."



Zee TV has been less successful in the weekends, despite having launched some big ticket properties such as Kam Ya Zyaada and Hum Paanch. "There is still scope for improvement. We are still confident about Hum Paanch?s potential to deliver and we are internally reviewing Kam Ya Zyaada," states Mehra.

Zee made substantial investments in Sa Re Ga Ma Pa, which returned it good dividents

Speaking about life after Sa Re Ga Ma Pa which runs to a seasonal close by February-end, Mehra hints at the possibility of Zee brandishing some big properties in the coming months. "We are in the process of fine tuning some concepts. We realise we need strong properties to retain our dominance in the 10 pm slot. We will be making some announcements in the next two-month period. The second season of Zee Cine Stars Ki Khoj and the much-awaited gameshow Business Baazigar are also coming up soon," says Mehra.



Additional inputs by Hetal Adesara

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/f1.jpg?itok=bHf3HxgX
Sony Pictures Networks India (SPN) extends exclusive television and digital rights partnership with ABB FIA Formula E championship

Sony Pictures Network India (SPN) will continue to broadcast each round of the ABB FIA Formula E Championship for a further two seasons across the Indian sub-continent - including India, Pakistan, Sri Lanka and Bangladesh.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/james.jpg?itok=kJ15Bp4y
James Gough’s innovative idea will be incubated with the intent to prototype it at Formula 1®’s Media & Technology Centre

Formula 1® Managing Director of Motorsports, Ross Brawn, and Mercedes-AMG Petronas Motorsport Driver, Lewis Hamilton, today crowned James Gough the winner of this year’s USD $50,000 F1® Innovation Prize at the FORMULA 1 PIRELLI 2018 UNITED STATES GRAND PRIX in Austin.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/flix.jpg?itok=OGsLbI9R
FLIX FIRST SCREENING: &flix makes October spookier with the multi-city theatrical premiere of Goosebumps 2: Haunted Halloween

&flix, the all-new destination for the most-awaited Hollywood blockbusters, brings the much-anticipated sequel Goosebumps 2: Haunted Halloween on Thursday, October 25

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/ganga.jpg?itok=rFc6bFbm
BIG Ganga Goes All Out to Delight Its Audience This Festive Season, Launches Engrossing Range of Shows

With the festive season right around the corner, BIG Ganga, the number one Bhojpuri channel in the Hindi heartland

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/timw.jpg?itok=wzCjtez_
Time Maharashtra.....Feel The Pulse of Maharashtra

Viasys Digital Network Pvt. Ltd, under the leadership of founder chairman Mr. Sudesh Bhosle brings together a blend of Media and IT skills bagged by a deep understanding of Global Media.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/epic.jpg?itok=nRQuwY9P
EPIC CHANNEL TO CELEBRATE DUSSEHRA WITH A DAY-LONG LINE-UP OF FESTIVE PROGRAMMING

As the country gears up to celebrate the symbolic victory of good over evil, EPIC makes the day special for their viewers by airing special programming for the festival of Vijayadashami.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/FY18.jpg?itok=O5w2knJ_
A+E Networks | TV18 launches FYI TV18 HD

AETN18, the joint venture between A+E Networks and Network18 has planned to launch the high definition (HD) version of the contemporary lifestyle entertainment channel—FYITV18 on 18 October 2018.

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Mehul_Kapadia.jpg?itok=8ov9ErjP
Tata Communication, European Tour show how VR can transform golf

The European Tour and Tata Communications have completed the world’s first test of live 360° video in 8K Ultra High Definition – the highest resolution in digital television on 16 October 2018.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/week%2041.jpg?itok=dlmdEXYB
Kids most benefited genre in Chrome DM week 41

MUMBAI: With a growth of 0.72 per cent as compared to last week (40), the kids genre marked the highest opportunity to see (OTS) among all categories in week 41 of Chrome Data Analytics & Media. In the kids genre, Nickelodeon gained the highest OTS with 91 per cent in All India 1 Lakh+ market....

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories