Zee TV is the most trusted Hindi GEC brand

BENGALURU: Zee TV, despite a slide in its ranking, was ahead of all Hindi GECs in the third edition of The Brand Trust Report India Study 2013, a study of India‘s most trusted brands by the Trust Research Advisory (TRA).

Zee TV fell six notches to 231 from last year’s 225. Star Plus saw a huge gain in ranking at 287 from 584 last year, but was still behind Zee TV.

Tata Sky (DTH) moved up 156 places to rank 51 from last year’s ranking of 207. DISH TV (DTH) was ranked within the top 500 for the first time in 2013 with a ranking of 180.

In entertainment, the most trusted brands are PVR (Cinema-Display) and Eros (Cinema-Other). The Times of India followed by DNA leads the Media – Print category.

TRA says it expanded the scope of its study to 16 cities for the 2013 report with more than 13,000 hours of fieldwork which resulted in 3 million data points and 19,000 unique brands of which about 1,100 brands across 211 categories find mention.

The top two contenders for Media-TV are Aaj Tak and ABP News (Hindi). Aaj Tak moved up 47 places to 121 in 2013 from 168 in 2012. ABP News (Hindi) entered the 500 most trusted brands list at 214. NDTV saw a fall of 41 places to 221 as compared to last year’s rank of 180. Discovery too saw a steep fall of 73 places to 278 as compared to last year’s 205 rank.

For last year’s edition, TRA claims a readership of around 10,000 from about 400 copies of the 1000 copies published, each priced at Rs 10,000. This year TRA expects a readership of around 25,000, with the number of copies to be published undecided as of now. The price for the 2013 report has been enhanced by 40 percent to Rs 14,000 each. The target audience for the report is the brands who use the report in various ways, including improving upon the 61 attributes divided across 10 brand behaviors, the foundation of which lies on three fundamental layers of trust says TRA.

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