Zee TV's new show 'Sindoor' coupled with the consistent delivery of 'Tumhari Disha" means a change in the competitive scene. In the 7.30 pm to 8.30 pm band, the channel has now achieved the number two position in mass entertainment and this makes the launch of it forthcoming show 'Sarrkar' in the 8.30 pm slot very interesting.
TAM Media Research data shows that for the target C&S 4 + in the Hindi speaking markets, Zee TV was a definite third player for the first four weeks of 2005. With 'Tumhari Disha" delivering a steady 1 plus in the 8.00 pm slot, the war between Sony and Zee has further heated in the slot. At times, in the slot, Sony beat Zee like in week 6 and week 10 and at times Zee was ahead. However, week 11 onwards, Zee has claimed the second position in this time band and consolidated it further with 'Sindoor'. Zee's channel share has moved from 4.86 in week 11 to 6.12 in week 13 and 9.34 in week 14. Even as this number comes down to a 7.5 in week 15, it is still higher than the 5.88 per cent that Sony has garnered here.
"Zee has re-created this time band," said Joy Chakkraborthy, EVP, Network Sales, Zee Telefilms. "'Sindoor' has become a high-ticket property and is selling in the same range as 'Astitva'. There are many enquiries already coming for the show, when these are still early days and 'Sindoor' has great potential. It will only get better."
Speaking more on 'Sindoor', Divya Radhakrishnan, VP, The Media Edge, said, "They marketed the show as a primetime show would be marketed. Fact remains that there is an audience that is home, watching TV at 7.30 pm and there isn't much that channels offer in the slot. They got a good show there and the decision worked."
Agreeing with this, Nandini Dias, VP, Lodestar Media, said, "There is not much competition in the slot and it made sense to place the new property on that slot than in any other slot, which is already dominated by any other channel. Developing of new slots also will help the channel on the whole."
Zee is not only developing new slot but also varied kinds of properties now. A recent example is the institution of the Zee Astitva awards. The channel has joined hands with the NGO, Archana Trust Suburban. The trust already had the awards in place and the channel added more life to it, by bringing it to the Zee platform. In an exciting evening, the awards were given to various female achievers from various disciplines like Science, Social Service, Performing Arts and the likes. Sushmita Sen was awarded the 'Face of the Year' award and Simone Tata was given the 'Women of the Year Award."
Even though there is not much marketing that is seen around the event, it would to large extent serve the purpose of strengthening its connect with its female audience.
Whether it is the global positioning that Zee Cine Awards is trying to take, or being the very Indian channel with 'Zee Astitva Awards,' the channel is making a differentiated noise in the mass entertainment sector now - the only way forward for any channel in the present TV scenario.