Top Story


Home >> International >> Article

Zee Telefilms to regain top slot within six months, analysts cautious

Font Size   16
Zee Telefilms to regain top slot within six months, analysts cautious

Zee Telefilms Limited expects the revamp launched a month ago on its flagship channel will see it regain its number one status in six months despite a poor start. But analysts do not share Zee’s optimism just yet.

According to the officials in Zee Telefilms, it will take time to build up the audiences... and they are optimistic that in six months time they will be able to restore Zee to its days of commanding the top programmes. But analysts do not share their optimism just yet.

According to an analyst with foreign brokerage “I will be bullish on Zee, if I see the equivalent of one show with the popularity of KBC.”

KBC the Indian version of “Who Wants To Be A Millionaire?” took audiences by storm and helped rival STAR TV dethrone Zee over the past year.

Zee relaunched its flagship channel Zee TV on August 27 with a fresh logo, slogan and 24 new shows spanning soap operas and interactive gameshows as it sought to win back the audiences lost to STAR Plus, and later to Sony, after eight years of being top.

Latest data from research agency INTAM indicate the shows are not there yet. For the week ended September 23, just 14 Zee TV shows, and only a handful of its new shows, were among the 100 most watched shows in the regions where Hindi language programming is popular.

In contrast, STAR Plus, the flagship of STAR India, has 30 shows and Sony Television has 22 in the top 100.

Zee’s shares also reflect the gloom. The stock has tumbled 28 per cent since the relaunch to Rs 84 in Thursday afternoon trade. It is down a whopping 81 per cent in the past 12 months.

According to an equity research analyst, “The old programmes of Zee TV are still the anchor programmes for the channel, and barring 4-5 shows all the new shows seem to be losing fizz.”


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

Under BN Kumar’s leadership, PRCI held several successful global conclaves, brought out highly professional house journals and conducted international award winning social communication campaigns

At the 10th Pitch CMO Summit, marketers discussed the challenges of interfacing with the digitally empowered consumer.

Aamir Khan will soon be seen in a full-fledged marketing campaign around the upcoming Vivo products and will feature in a new television commercial