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Pavitra Rishta - No. 1 on ZEE and it's time slot

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Gur.N.cool

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Posted: 26 August 2009 at 11:06pm | IP Logged

GEC Genre: Zee TV rules the entertainment in Week 34


Ankit Jain - Televisionpoint.com | Mumbai
It is simple to lose your first mover advantage in a dynamic market. But it is not as easy to live with the knowledge of that loss. No wonder Zee TV, the flagship brand of Zee Entertainment Enterprises Ltd (ZEEL) is on the back burner in leading the Hindi general entertainment channel (GEC) genre.

Zee TV has recently completed the revamping exercise for its prime time slot with the launch of its new show, called 12/24 Karol Bagh at 10 pm. The channel had undergone a makeover exercise with a new tag line and a vibrant look in November last year; and has been adding new shows in its prime time band.

The prime time of the channel starts at 7 pm with Wheel Ghar Ghar Mein; Chhoti Bahu - Sindoor Bin Suhagan is at 7:30 pm; Ek Veer Stree Ki Kahaani - Jhansi Ki Rani was recently introduced at 8:00 pm; Aapki Antara is shown at 8:30 pm; Pavitra Rishta and Agle Janam Mohe Bitiya Hi Kijo occupy the 9 to 10 pm slot; while Shree is aired at 10:30 pm.

As per TAM Media Research data, in Week 34, Zee TV is the star of the week, grabbing 21 per cent share. Its GRPs have grown from 265 in Week 33 to 281 in Week 34. It is the leader in prime time GRPs with 148 GRPs edging out Star Plus 126 GRPs and Colors 137 GRPs. The channel also leads the Top 50 shows list with 22 shows, while Star Plus has 12 and Colors has 15 shows.

In Week 34, Zee TV's new show Jhansi ki Rani delivered an average TVR of 3.5 in the launch week; while its top show Pavitra Rishta with average of 4.8 is at par with slot leader Bidaai (TVR 4.9). Chhoti Bahu and Aapki Antara are slot leaders across GEC in their time slots.

However, both Colors and Star Plus are at No. 1 in Week 34, with 22 per cent share (C&S, 4+, HSM) of the Hindi GEC pie. The GRPs recorded by the two channels are 297 and 294 respectively. NDTV Imagine has retained 8 per cent share in Week 34, followed by Sab TV, which has also managed to keep its 5 per cent share.

Star One is at No. 6 and has garnered 4 per cent share, followed by Sahara One with 3 per cent. DD1 and Star Utsav have garnered 2 per cent share each, while 9X and Real have managed to tap 1 per cent of the Hindi GEC pie in Week 24.

A few years back, Star Plus and Sony came in and swallowed up Zee TV's first mover advantage in the GEC space. In 2004, when Puneet Goenka rejoined Zee TV as business head, the channel's ratings improved by 30 per cent and it started giving intense competition to Star Plus.

But when a slew of new channels came on the Indian GEC space, Zee TV started slipping again. Later, Goenka has managed the turnaround that Zee TV has been long struggling for. In the past few months, Zee TV has bounced back with a strong content line up resulting in a steady jump in TRPs.

In the Week 26 of 2009, Zee TV become the number one GEC in India with 244 GRPs. Viacom's Colors was a close second at 242 GRPs and Star Plus at number three with 219 GRPs. Akash Chawla, marketing head, Zee TV is excited.

Chawla says, "The proof of the pudding now lies not in numbers, but who takes the baton of entertainment forward and we are overwhelmed by the viewer's response for all our shows and our programming content."

What has fired up Chawla more is Zee TV's stellar performance in the non-film GRP pie. "Since our performance is based on non-film content, we have never felt compelled to get into TRP generating gimmicks like running break free movies unlike other channels" avers Chawla.

Incidentally, soon after Zee TV's highest TRPs ever in recent times, it was Colors that toppled Zee TV from the top slot in the next week, with 300 GRPs. That brings us to a new trend creeping-in on the GEC category viz. the impermanence of any one numero uno.

Unlike earlier, when Star Plus ruled the roost for years on end, it is now a weekly war for the number one crown. A host of new players in the GEC category, each one trying very hard to outdo the next, a too obvious programming line-up and remote-happy audiences are ensuring that channels are continuously on their toes, innovating till their hats drop off.

The weekly war is set to get tougher in months to come, with NDTV Imagine and Sony Entertainment joining the big three for a larger share of their own GRP slice. Like the proverbial tortoise, NDTV Imagine has been slowly changing its content and is building viewership in the category. Sony too is sporting a complete new avatar with new shows and a brand new look and feel.

Given all the adrenalin pumping in the space, viewers can expect some great programming all around and Goenka can only hope for marginal growth in Zee TV's GRPs, at least over the next few months.

Zee TV is also very strong on non-fiction programming that is drawing hordes of youngsters to their television sets these days. Zee TV seems content with singing and dancing shows in the reality category. Its Sa Re Ga Ma Pa Lil Champs, which is due to end in October, had an average TVR of 3.6 in Week 34.

http://www.televisionpoint.com/news2009/newsfullstory.php?id=1251376143

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