MUMBAI: If there’s any broadcaster known to be a pioneer it’s the Zee Network. With a wide reach in the regional part of India, Zee already has leadership positions in Bangla, Marathi and Bhojpuri markets as per BARC data week 48. Now it wants to buck up in the Kannada market with the newly launched HD channel for its GEC.
The rationale behind the revamp and the launch of HD channel was the changing mindsets of the ambitious Kannadiga wanting to break free from things that are holding them back in life, wanting to thrive and become the architect of their own lives. Building on the consumer sentiment, a new brand proposition 'Bayasid'dha Bāgilu Tegiyōṇa', which translates to “Open Doors to Possibilities”, was planned to inspire women to rise above their circumstances and craft their own destiny.
Zee Kannada’s market share in the weeks 14-20 was 22 per cent from week average of 21-39 that came to 27 per cent (total TV). Its relative share grew by 6 per cent i.e., from 19 per cent in FY16 to 25 per cent in FY19, till week 39 (total market). The channel grew rapidly from 295 GRPs in FY16 to 546 GRPs in FY19 (week 39) and registered an 85 per cent growth in both urban and rural markets.
Speaking to Indiantelevision.com, Zee Kannada business head Raghavendra Hunsur said that most of the content on Zee Kannada will be showcased on the new HD channel, accompanied by the new brand proposition which will provide viewers a whole new content line up offering a complete visual experience with its new HD channel.
“We are still working out our exclusive content offering for the HD channel and will speak about it when the time is right. All our content reflects the changing mindsets of our viewers and is deeply rooted in our culture and tradition,” he added.
As per BARC data week 48, Zee Kannada stood at second position with 389247 impressions (000s) sum, followed by Udaya TV, Udaya Movies and Colors Super securing third, fourth and fifth positions respectively with 196316 impressions (000s) sum, 188975 impressions (000s) sum and 141803 impressions (000s) sum. Meanwhile, Colors Kannada garnered leadership position with 450055 impressions (000s) sum.
The channel’s overall promotional and marketing strategy included brand refresh teasers, a brand film, and four fiction promos that would bring alive the brand promise. Speaking about which genre is working well with the Kannadigas, Hunsur said that both fiction and non-fiction genres have been doing extremely well. But in terms of ratings, non-fiction offerings have been growing phenomenally year on year.
He further added, “We are also witnessing impressive growth in the fiction genre, which offers differentiated content reflective of today’s changing mindsets, deeply rooted in our culture and tradition and based on our extensive research and insights.”
He claimed that the characters and protagonists have resonated well with the audience. Giving more information about Zee Kannada’s flagship shows, he named Comedy Khiladigalu and Sa Re Ga Ma Pa Li’l Champs (season 14), Naagini and Kamali.
Echoing the new brand positioning of Zee Kannada, the channel underwent a brand refresh with the key existing fiction and non-fiction shows that included Kamali, Brahmagantu, Jodi Hakki, Subbalakshmi Samsara, Sa Re Ga Ma Pa Season 15, Shree Vishnu Dashavatara, and soon-to-be-launched Paru and Aatma Bandhana.
As per the KPMG in India's Media and Entertainment Report 2018, the Kannada segment saw a 63 per cent change in viewership in the year 2017 compared to 2016. When it comes to language-wise AdEx split based on ad value, Tamil and Marathi saw a marginal decline of 2 per cent and 9 per cent respectively while other major ones like Telugu, Kannada, Bengali, Malayalam and Oriya saw a growth in their contribution to the overall AdEx in FY18.
