the good news. The Marathi general entertainment space is expanding.
The market is currently estimated to be above Rs 2 billion for
2007-2008. Now the bad news (for the current players). New entrants
are eying a share of the pie.
present, there are just four players in the space - Zee Marathi,
ETV Marathi, Sri Adhikari Brothers Mi Marathi and public broadcaster
point of note is that apart from GEC, Marathi broadcast arena
also includes three players in news - Star Majha, Zee 24 Taas
and new entrant IBN-Lokmat. Additionally, there is Zee Talkies
which enjoys a monopoly of being the only Marathi movie channel.
the first phase of launches in this space there was DD Sahyadri,
Zee Marathi, ETV Marathi, Tara Marathi and Prabhat.
DD Sahyadri was launched in 1998 followed
by Zee Marathi in 1999. Later ETV Marathi, Tara and Prabhat joined the arena between
2003, Tara Marathi and Prabhat channels had gone off air.
2007, Mi Marathi entered the fray.
as of now:
the fiscal 2007-2008, If we check the Tam data for Maharashtra
market in cable and satellite homes (4+ TG, 1st April 2007
to 29 March 2008), it has clearly been a two-horse race between
Zee Marathi and ETV Marathi, as 1st and 2nd respectively.
Though ETV Marathi got the better of the ratings in the period
June-August 2007, it started losing ground after that and
Zee Marathi emerges the clerar winner in the numbers game.
(See the table).
TAM:- Market: Maharashtra Mkt TG: CS 4+ years Period: 1 April 2007 to 29 March
chief producer Manvi admits, "We were on top from June
till August in 2007. However, because of some connectivity
and distribution issues we have fallen behind. Zee Marathi
is doing well and it is not easy, but we are trying hard,
to regain the lost position."
the other players, DD Sahyadri is maintaining its channel
share of 12 in the market. However, also ran MI Marathi has
not shown any growth and is stuck with an average channel
share of 5. MI Marathi, despite having 3,000 hours of content
and boasting of strong brand value among Marathi people, has
not managed to get significant viewer eyeballs.
Marathi is leading in this market with an average of almost
46 per cent channel share. At the beginning of April, it was
holding 51 per cent market share, but slid after that to a
low of 39 per cent in July, wherein ETV surged ahead. On the
back of movies, reality and soaps, Zee Marathi had regained
its lead position by September and has remained close to an
average of 48 per cent ever since. ETV Marathi, meanwhile,
has a channel share of 33 in March 2008. The average channel
share of ETV Marathi is around 37 for the fiscal 07-08.
Sahiyadri had average channel share of 11 for the whole year.
While 6 per cent went to MI Marathi.
what is it that clicks with the viewer? Is it a feature film,
reality show, or fiction based daily soap?
Tam top 100 programmes for the period under review, Marathi
feature film Subh Mangal Savadhan has got the highest
TRP of 7.85 on Zee Marathi in April. Second and third were
reality shows based on comedy (Hasyasamrat) and dance
(Eka Pekshya Ek). Event show Swartarang was
fourth while ETV Marathi serial Hya Gojirvaanya Gharat
made it to fifth in the Top 5.
from the month of march depicts that apart from dance reality
show Eka Pekshya Ek, soaps from Zee Marathi like Avghachi
Sansaar and Vahini Saheb are also getting an average
rating of 5 and 4 respectively in the All Maharashtra Market.
Entertainment Enterprise Ltd (ZEEL) director (Zee regional
channels) Nitin Vaidya told Indiantelevision.com, "Zee
Marathi is offering viewers variety with quality and continuity.
Viewers are very smart and demanding, so we are offering them
a mix of reality and fiction. This explains why we are on
about content, here it is interesting to note that Marathi
soaps do not focus on so much on saas-bahu tussles and kitchen
politics like Hindi GECs.
is a state of progressive minded people. They don't like the
typical Hindi saas-bahu sagas. Viewers can see completely
different programming on Zee Marathi," explains Zee TV
programming head (till recently Zee Marathi VP) Ajay Bhalwankar.
makes sense. But are daily soaps or reality shows the ticket
to success? Bhalwankar says, "For Zee Marathi both the
genres are working.
ETV Marathi however, it is the soaps that are working. Its
soaps Char Diwas Sasuche, Hya Gojirvaanya Gharat
and Kata Rute Kunala are getting decent TRPs of
4, 3.3 and 2.6 respectively.
to be on top, Manvi believes that his channel will have to
ramp up its reality quotient. "Reality shows are in.
Audiences like to watch dance and music shows rather than
fiction. So we are putting emphasise in this genre."
reality help ETV turn the tide in its favour? Time will tell.