ZEEL IS CONSISTENTLY WORKING ON SIGNIFICANTLY EXPANDING OVERALL VIEWERSHIP AND NETWORK SHARE IN LINE WITH ITS LONG TERM VISION. A STRONG LEADERSHIP IN KEY MARKETS IS A CRITICAL COMPONENT OF THIS OBJECTIVE.
ZEEL has developed an approach to steadily increase its content consumption in national as well as local languages by leveraging its strength of identifying cultural familiarity in different regions. We plan to fortify our leadership position in various genres through innovation and serving new segments of the target audience.
During FY 2015-16, our key channels performed extremely well, given our focus, investments and ability to drive viewership and share with excellent programming and foresight. From GECs to movie channels, there was growth across the board.
A distinct No. 1 GEC with 27.5% relative share in the Urban Market and a high margin of leadership. Zee Telugu is a consistent No. 1 in Fiction Genre with 35.4% relative share in Urban Market and also dominates the Non-Film Viewership with 32.2% relative share in Urban Market.
ZEEL’s Hindi Movies Cluster was the market leader in its genre where it increased its viewership share to 34% despite the competitive environment with a significant increase in share of Zee Action and Zee Classic. These channels have carved out a set of differentiated viewers ensuring the cluster caters to a wide spectrum of audiences with each channel maintaining its individuality. The cluster has grown in viewership, consumer perception and has won several awards.
Zee Kannada has emerged as the clear No.2 channel in urban Karnataka with a market share of 23%. The channel has emerged as a leader in the Non Fiction space on the back of shows like Sa Re Ga Ma Pa and Weekend With Ramesh. The channel has been riding high on the success of its recent fiction launches. Naagini opened as slot leader, while Gangaa was the second best performing in its slot. Mahadevi and Gruhalakshmi have been the other top rated shows on the channel.
Zee Marathi continues to maintain a dominating leadership in Marathi General Entertainment Space with 50% market share. The channel was once again the slot leader in all the 9 prime time slots led by top rated fiction shows like Jai Malhar, Nanda Saukyabhare, Ratris Khel Chale and non-fiction shows such as Chala Hava Yeun Dya and Home Minister.
Zee Talkies is the number one reach channel of Maharashtra amongst all the Marathi Entertainment Channels. Innovative initiatives on the channel like audience engagement contests and differential film offerings have created a lot of affinity amongst the audiences thus driving additional viewers to the channel.
Zee Bangla increased its viewership share in the urban market to 40%. The channel maintains its strong leadership in the non-fiction genre. The channel brought in a new wave of fiction offerings that were differential, inspirational and innovative with shows Deep Jwele Jai, Goyenda Ginni and Bhutu.
Sarthak TV, the latest addition to the bouquet of ZEEL’s regional offerings maintained its number 1 position in the Oriya market with over 50% market share. The channel has a strong leadership in both fiction as well as nonfiction genre.
