Number One general entertainment channel is way ahead of the number two. But which is the real number two? Both Zee and Sony claim to be ahead of the other. The viewership figures do show ZEE to be slightly ahead of Sony on weekday, while on weekends it is Sony that is ahead - Kya Haadsa, Kya Hakeekat has a major role to play there. According to TAM data, Zee has done marginally better than Sony on weekdays, not because its viewership has increased but because Sony's viewership has gone down. The data also indicated that 9-10 slot - Sony's stronghold for a long time - is no longer doing wonder for the channel.

Study was done across six weeks - from week 15 to week 20. Two target groups were considered: 4+ C&S and Females, 25+ SEC ABC, C&S. Markets covered - Hindi speaking markets that include Gujarat, Maharashtra, Madhya Pradesh, PHCHP, UP, West Bengal, Bangalore, Clacutta, Delhi, Hyderabad and Mumbai. We then had a closer look at north (Delhi, UP, PHCHP) and south (Gujarat, Maharashta, Mumbai and MP) markets.

We initiated the study by putting down findings from weekday ratings for all markets for the entire day. In both the target groups - 4+ all, and 25+ women ABC, Zee is ahead of Sony. ZEE viewership was the highest in week 17 in this duration. Perhaps the magic of a Thursday premier! Week 19 shows a marginal increase in the viewership of both the channels - summer vacation brings some good news for them - or maybe we are giving the good news first!

FULL DAY TVR - WEEK DAYS ALL MARKETS

Zee has a clear lead in north. A major burst in ratings is noticed week 16 onwards. As for Sony, TVRs remain on the same level more or less across six weeks.

FULL DAY TVRS -WEEKDAYS - NORTH

In the west also Zee is ahead, though the difference is less pronounced here.

FULL DAY TVRS - WEEKDAYS -WEST

But is the scenario same in prime time as well - not really if we look at the ratings for the entire period both the channels appear to be neck to neck.:

And surprise surprise - Though full day viewership was at a rise week 17 onwards for both the channels - prime time viewership is going down - though Sony does try to hold on in week 17.

And surprise surprise - Though full day viewership was at a rise week 17 onwards for both the channels - prime time viewership is going down - though Sony does try to hold on in week 17.

WEEKDAY - PRIME TIME TVRS - ALL MARKETS

In north primetime viewership for both the channels shows a mixed trend. Both the channels see up and downs. Though Zee remains ahead of Sony, distance is closing in. Interestingly, Zee's fortunes are changing here week on week - constant ups and downs in the offing here!

WEEKDAY PRIME TIVE - TVR - NORTH

In West, Sony is ahead of Zee, barring the obvious week 17. However, by this time another factor becomes noticeable - There is a decline in Sony's TVRs, though it does not necessarily mean that Zee is gaining from it.

WEEKDAY -PRIME TIME - TVRS - WEST

As for the lazy summer afternoons, all the action is happening at Zee which is pretty ahead of Sony. An indication once again that Zee's new soaps are working better in the afternoon slot. Sony seems to be at a slumber - no gains, no losses.

WEEKDAYS AFTERNOON -TVRS - ALL MARKETS

When it comes to weekend TVRs, tables are turned. Sony is ahead of ZEE in both primetime and afternoon, north and west. And the gap is wide.

WEEKEND FULL DAY TVRS - ALL MARKETS

A look at weekend prime time TVR again shows a similar trend as on weekdays - a decline in viewership for both the channels. Interestingly, further study indicated that viewership per say in not on a decline - what are the people watching then? Are the metro viewers flirting more with free to air channels before CAS happens and they have to make up their minds whether they want to pay or not?

WEEKEND TVRS - PRIME TIME ALL MARKETS

Zee's viewership patterns indicate that though people might be liking some of its programmes, they are rather reluctant to leave their favourite K serials to watch them, and are perhaps watching them in the afternoon. Once the programming on the leading channel changes in prime time - it might have a positive impact on Zee's prime time viewership - or perhaps if it brings in a different lineup in the afternoon, more people will see its primetime offerings. As for Sony, the new programme lineup has just gone on air - a slick bunch of programmes this, which just might help the channel from slipping.

A Report by exchange4media

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