MUMBAI: Free to air (FTA) channels aren’t expected to rule BARC charts. But beating all odds, Enter10 Television has managed to break that stereotype over and over. With five FTA channels in its bucket – Dangal TV, Bhojpuri Cinema, Fakt Marathi, Enterr10 and the newly-launched Enterr10 Bangla, the network is ruling the rural market and continues to expand in the urban and regional markets as well.
While Dangal TV has been a chart-topper for several months as per BARC ratings in the across genre and GEC categories, Bhojpuri Cinema also commands a leading position. Going forward, the company anticipates high growth for Enter10 as well with the launch of 52-week world television premiere.
Sharing the roadmap for the channel, Enterr10 CEO Joy Chakraborthy said, “We will continue to invest in good library, innovative programming and of course distribution and I foresee a huge growth coming for this channel in the future.”
“We have launched 52-week world television premiere. So, every week the channel has a world television premiere,” he said, adding that this will further aid in consolidating its position in both rural and urban markets.
“The USP of Enterr10 is that it delivers consistent ratings through the day, making it a very lucrative choice for advertisers. Now with world television premieres, we expect further spikes in viewership, which will lead to higher rates for the said slot,” he added. “While we are in leadership position in rural India, our strength in the urban market is also evident and this gives us a strong saleable reach.”
Enter10 has also very successfully monetised South dubbed films, which are now a regular feature on the channel.
“Southern dubbed movies, actually, work very well in the Hindi heartland,” quipped Chakraborthy adding that the channel has a vast content library of movies which are a healthy mix of Hindi language as well as South dubbed films. He stated that the channel has a variety of genres – action, romance, family and drama.
Apart from movies, the channel has also experimented with reality shows like Fear Factor in the past and such experiments will continue in the future as well, Chakraborthy assured.
“While the core will remain films, we will continue to experiment and get differentiated content for our viewers from time to time,” he said.
The Hindi movie genre is dynamic, challenging and cluttered due to the presence of many channels, including some from old-horses like Zee and Star.
“Despite these challenges, in terms of revenue and viewer affinity, Hindi movie genre is the second-largest category in Indian television. We entered a little late but with robust distribution and strong citation of film FPC, we have been able to create our own space despite multiple challenges in terms of movie costs and library.”
Chakraborthy said that NTO has been beneficial for the network. “We are the only network that has grown post NTO and thus, advertisers are also getting value for money. Enterr10 has been a significant contributor to our overall revenue growth.”
