Among Hindi general entertainment channels, the race is on for rank number three, with different channels in the segment vying for that fluctuating position instead of running for top two positions. With market leaders Star Plus and Zee safely seated at number one and two respectively, both together accounting for more than the 50% market share in viewerships, the new entrants like NDTV Imagine and 9x, to claim their supremacy over the third spot, have resorted to creating innovative niche categories, where they have secured an edge over the other.
For instance, NDTV Imagine, the GEC launched in January this year has claimed the space of undisputed week day prime time number three. “A quarter into its launch, NDTV Imagine continues its successful run as the number three channel in the core prime-time band (6:30 pm to 11:00 pm, Mon-Fri) in the basket of nine GEC channels”, a company statement said on Monday. Samir Nair, CEO, NDTV Imagine, told FE in a recent interview, “We have launched our major programmes in the weekday prime time band. We haven’t yet started competing in the weekend and afternoon slots. Our new programmes planned for weekend and afternoons will be launched June onwards”.
9x, the GEC launched last November by INX Media, claimed the number three position last month, for the category of entire country with the exception of southern part citing the data released by TAM for all India minus south, and by aMap for west, east and northern region.
According to TAM media research data, the weekend prime time space, defined by 8 pm to 11 pm from Monday to Friday Zee commands a market share of 33% of viewership followed by Star with a convincing lead over others at a market share of 31 % for the period Jan to May ’08.
NDTV Imagine has stolen the third position with a market share of 6.9 % but Sony, Star One, Sahara One trail close behind with 6.2%, 5.9%, and 5.3% of market share. For the general GEC category of TAM, across time bands, Star and Zee have led the pack with 9x following at third spot for all weeks in May, before Sony bounced back to the number three in the first week of June. NDTV Imagine, remained a consistent number five throughout the space.
The race for number three will heat up further as Viacom-18’s new channel ‘Colors’ and Miditech’s proposed GEC enter the fray. On whether these claims help channels to increase their ad rates, Nandini Diaz, COO, Lodestar said “This promotion is meant for consolidating position among general public. As far as media buyers are concerned, we have our own detailed analysis techniques to follow.”