new programming initiative has come a cropper and has failed to
increase viewership on Zee channel. As per the latest TAM ratings
for the period between 21 October and 27 October, Zees
channel-share lies third
at 5.19 behind Star Plus at 18.49 and Sony 11.29.
group covers only females between 15 and 44 years in ABC markets
Hindi-speaking belt across all cable and satellite homes. Clearly,
Zee stands at a distant third behind Star Plus and Sony, despite
claims by the Zee management to the contrary.
When Zee had
announced its second-quarter results, Zee Network CEO
(broadcasting) Sandeep Goyal had said on CNBC India that his
channel was firmly saddled in the second spot behind Star Plus
with the help of seven top programmes out of 50. This was in the
second week of October and he had quoted Intam ratings.
launched 24 new programmes on 27 August, envisaging a promotional
expenditure budget of Rs 15 crore. It had scrapped all-but-three
old programmes. A huge publicity had preceded the launch
hoardings, banners and print media advertisements. The company has
reportedly spent Rs 10 crore on new programme publicity, with
little success as depicted in the latest ratings by Tam.
Zee had also
decried the rating system calling unreliable and biased and had
openly made suggestions that the ratings had been tampered with.
Nevertheless, nothing seemed to have worked in favour of Zee. The
latest ratings show that Zee News, too, is lagging behind its arch
rival, Aaj Tak, which has a channel-share of 2.46, in comparison
to the 1.58 for Zee News. It is, however, ahead of Star News,
which has a channel-share of 0.54 per cent.
its new programmes, only Kohi Apna Sa has done well,
bagging a spot in the top 100 programmes. From out of the old
programmes, Indias Most Wanted, Mehendi Tere Naam Ki,
Amaanat and Koshish Ek Aasha are
seemingly doing well but without occupying any place in the top
100 programmes list.