Television

Zee TV edges closer to Star Plus

The Indian Hindi general entertainment space is heating up and could possibly be on the brink of a huge change as Subhash Chandra?s flagship channel Zee TV inches closer to Star Plus, Rupert Murdoch?s key revenue driver in Asia.

The difference in GRPs between the two channels now stands at a mere 48, according to Tam?s latest data (C&S 4+, HSM, Week 29 - 15 to 21 July).

With Zee TV at 303.4 GRPs as against Star Plus? 351.6 GRPs, this is the closest the channel has come to the leader since it was dethroned more than six years ago. While it may be premature to say that Zee will regain its top status, it is surely threatening to do so.

Top 3 General Entertainment Channels
GRPs
Star Plus
351.6
Zee TV
303.4
Sony Entertainment TV
137.5
( Tam Peoplemeter System, C&S 4+, HSM, Week 29, 15-21 July)

There has been nothing sudden in Zee TV?s rise in the reckonings. Rather, it has been a gradual maneuvering of its way up the ladder. In the first week of July, the gap between Star Plus and Zee TV was 60, as Star stood 323.5 and Zee at 263 (Tam C&S 4+, HSM, Week 26, 24 - 30 June).

Star took over the reigns from Zee in 2000 with its landmark show Kaun Banega Crorepati with Amitabh Bachchan as host, a monumental year for Murdoch?s fortunes in the country. Since then, Star has dominated the Hindi GEC terrain.

Star?s decline has been due to a confluence of several factors - from a saturation of its top saas-bahu sagas Kyunki... and Kahaani, to niche channels eating into the share of the genre. "Star?s dipping numbers are due to the gradual decline of its top programmes along with Zee?s steady growth," states an industry observer.

Queried about the threat posed by Zee TV, a senior Star official says, "We would not like to comment on a week?s ratings. We will only have cause to worry if this trend continues for two to three weeks. At the moment our weekly primetime shows continue to be strong and are at the top of the ratings charts."

Zee, of course does not want to jump the gun in uncorking the bubbly just yet. Zee TV business head and Zeel director Punit Goenka tells Indiantelevision.com that the channel?s gradual climb is what they have been working hard on for some time. Goenka also credits the rise and rise of his channel with the success that its long running musical show Sa Re Ga Ma Pa Challenge 2007 has been enjoying. Says Goenka, "Sa Re Ga Ma Pa Challenge has indeed given us a big boost over the last two and a half months."

Adds Zeel CEO Pradeep Guha, "This has been built up over a period of time and has been contributed to by each and every show."

A point of note is that even as the competition intensifies between the two top players, a whole bunch of newcomers are warming up in the wings. These include Viacom 18, the Sameer Nair-helmed NDTV Imagine, Indrani Mukherjee?s 9X and Anuradha Prasad?s Bag Films, among others. What are the implications that this could have on the television entertainment space?

According to Starcom MD India - West and South Manish Porwal, "The general entertainment genre itself is ?de-growing?. In fact, over the last three to four years the space has lost ten per cent every year. This, coupled with the novelty value of new players will give a double blow to the space."

"This phenomena will favour the challenger. It will be a two- horse race for a while," Porwal opines. The second runner up in the GEC space is Sony which is lagging far behind at a GRP of 135.6.

However, Mindshare MD R. Gowthaman points to the diminishing dominance of the GEC cluster. "The capability of the GEC space as a whole to deliver reach is on the decline. The price that the space commands is primarily based on its reach. However, we are witnessing a scenario in which the GEC is losing its reach potential, and this is a major concern from a marketer?s perspective."

"While the reality is that Zee is catching up with Star, we will soon see a level playing field. These numbers, are only the initial trends of audience movement towards different genres. Within about four to five months this will gain critical mass and the configuration of television clusters will start changing," Gowthaman avers.

Currently, Hindi GEC occupies the lion?s share of the television pie advertising at 28-30 per cent in HSM markets, says Porwal. But with news channels in particular gaining in importance, followed by movies, the share is only going to tilt further away. It is also important to note that sports, kids and youth channels are gaining significance in the Indian TV space.

TME president Anupriya Acharya shares her perspective on the "dynamic" quality of the television segment. "We have been closely following the turnaround that Zee TV is witnessing by closing its gap with Star Plus. But at an overall level, it is important to note that other niche channels are also eating away from its pie especially news channels and the growth of the second GECs."

That, of course, is a larger issue that the GEC genre as a whole will have to grapple with sooner rather than later. At the moment, all eyes are on whether the challenger will really be able to dislodge the queen bee channel from her thrown.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/cnn.jpg?itok=0ksaER76
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/aaj.jpg?itok=DHB4vY0B
Aaj Tak HD hits airwaves, available on Tata Sky

India’s leading news broadcaster Aaj Tak has announced the launch of country’s first Hindi HD news channel - Aaj Tak HD.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/Uday_Shankar1.jpg?itok=IDT2qFvU
Uday Shankar's meteoric rise from Star India to Disney APAC

The man running India's largest media company - Star India-  has made it to the top in the Asia Pacific region at probably the world’s most admired entertainment company - Disney. Uday Shankar, who once was a reporter with The Times of India, and then went on to successfully lead news channels such...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/DreamWorks_800_0.jpg?itok=sSYpWXTb
DreamWorks to launch Fight Sports and Kids+ channels

DreamWorks Channel, a Southeast Asian pay television network that is owned and operated by DreamWorks Animation International TV, a subsidiary of NBCUniversal, which is a division of Comcast, has set the ball rolling to launch two new channels - Fight Sports and Kids+ Asia. It has started the...

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/14/Star-Zeel.jpg?itok=CGxBu6QW
4 Star and 3 Zeel channels most watched across genres

Four channels from the Star India network, three channels from Zee Entertainment Enterprises Ltd (Zeel) and one channel each from Sony Pictures Network India (SPN), the Sun TV Network, and Viacom 18 comprised the list of the top 10 channels across genres for week 49 of 2018 (Saturday, 1 December to...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/uday.jpg?itok=JWjW_ZUg
Disney hoicks Uday Shankar to top job at Fox-Disney combined unit for APAC

MUMBAI - As part of the integration planning for the pending acquisition of Twenty-First Century Fox, Inc. (“21st Century Fox”-NASDAQ: FOXA, FOX), the Direct-to-Consumer & International (DTCI) segment of The Walt Disney Company (NYSE: DIS) today announced plans for the strategic alignment of...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/golf.jpg?itok=t1xZuWYj
Discovery strikes agreement with European Tour to expand GOLFTV portfolio and establish the ‘digital home of golf

Discovery and the European Tour have announced a new partnership that will see GOLFTV continue to expand its portfolio and move towards becoming the established ‘digital home of golf’ for fans around the world.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/cnn.jpg?itok=IIZst38X
TURNER’S KIDS AND NEWS CHANNELS WIN BIG AT INAUGURAL ASIAN ACADEMY CREATIVE AWARDS

CNN and Cartoon Network won eight honours – also known as “Goddess of Creativity” wins – at the Asian Academy Creative Awards on December 6, the region's version of the International Emmy Awards.

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/13/history.jpg?itok=B9C8evmw
Uncover the enthralling journey of the most notorious drug lord on HISTORY TV18 HD’s ‘The Rise & Fall of Pablo Escobar’

Pablo Escobar’s belief that “Life is full of surprises, some good, some not so good.” forms the basis for a thrillingbiography of the world’s most infamous drug lord.

Television TV Channels Factual @ Discovery

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories