Zee Kannada’s innovative programming concept has helped the channel garner impressive ratings in a short span of time. Its GRPs have moved from a mere 83 to a phenomenal 201 (Week 12) in just 10 weeks (source TAM, CS 4+). Primarily, behind the channel’s success lies the programme ‘Sarigamapa Little Champs’, which has been the number one property in the Saturday-Sunday 9-10 pm slot in the last four weeks and is also the number one reality show in Karnataka, replacing the ‘Yede Thumbi Haduvenu’ on ETV Kannada, which for past five years had enjoyed that position.
The average TVR for the Saturday-Sunday 9-10 pm shows that in past four weeks (Weeks 9-12) shows that Zee Kannada stands at 4.42 and ETV Kannada at 3.22, followed by Udaya TV at 2.55. Zee Kannada is steadily inching towards unsettling ETV Kannada, another GEC that has 276 GRPs and holds the second position in the Karnataka television space.
“Zee Kannada’s growth has been possible due to several new and novel initiatives by the entire team that have caught the imagination of the Kannada audiences,” said Anup Chandrasekharan, Business Head, Zee Kannada.
He further said, “The performance of our driver property, ‘Little Champ’, has been mainly responsible for this growth. The relative share also shows that while it was 4.6 in Week 3, it has grown almost double with 8.8 in Week 12. These results have also helped us in getting premium clients on board and advertisers showing positive signs.”
Zee Kannada’s relative share increase also shows that it has overtaken other new entrants like Kasturi and Suvarna. The channel is upbeat about its other properties like the dance show ‘Kuniyonu Baara’ and ‘Comedy Khilaadigalu’, which have contributed to the positive numbers. This apart, the channel has been showcasing blockbuster movies, which have garnered good viewer ratings.