MUMBAI: While West Bengal might be lagging behind the national average in TV penetration, Zee Entertainment Enterprises Ltd (ZEEL) isn’t just seeing a gap, they’re seeing a blooming opportunity. With over 15.3m TV households, the state’s 66 per cent penetration (compared to a national 71 per cent) means there’s a whopping headroom for growth, as Samrat Ghosh, who is the chief cluster officer – East, North and Premium cluster, declares with a grin smile on his face.
“There are a large chunk of consumers who are yet to see their stories being told on screen,” Ghosh states, adding that India’s robust rural growth story is mirrored in Bengal, where the urban-rural split currently stands at a tantalising 47:53. This, he suggested, is a clear signpost. “Somebody has to come and tap into it,” says Ghosh, and Zee, ever the shrewd operator, is more than ready to do the tapping.
The Bangla General Entertainment Channel (GEC) market has traditionally been a bit of a duopoly, with Zee Bangla and Star Jalsha hogging a staggering 85 per cent of the viewership. The rest, including Sun Bangla, Akash Bangla, Sony Aath, and Colors Bangla, are left scrapping over a measly 15 per cent. “This is an opportunity for us,” Ghosh asserts, highlighting the “need for a very strong number three player” to shake things up.
Enter Zee Bangla Shonar, the conglomerate’s strategic new venture designed to complement Zee Bangla and target those previously underserved segments. “With Zee Bangla and Zee Bangla Shonar together, we want to create a very, very synergistic ecosystem,” Ghosh explains.
While the venerable Zee Bangla will continue its broad mass appeal and legacy format of storytelling, the new kid in town, Zee Bangla Shonar, will be all about experimental formats, refreshing content, innovative shows etc and also aims to consolidate Zee’s leadership journey in the West Bengal market.
Interestingly, while Zee Bangla has traditionally targeted urban female audiences (25+), Zee Bangla Shonar is boldly setting its sights on male viewers (30+). “This isn’t about alienating the female base. 98 per cent of homes are still sitting on televisions, but about addressing a blue ocean strategy to serve a distinct need,” he explains.
“There is no dedicated channel which is also talking to these male audiences, representing their stories on screen,” Ghosh further points out, seeing this as a golden ticket to boost overall advertising revenue by attracting brands whose core target is male.
Despite West Bengal’s internet access (80 per cent) being slightly below the national average (87 per cent), television still reigns supreme. “It is still an aspirational medium because at the end of the day television caters to the entire needs of the family,” states Ghosh. Zee’s content philosophy, even for the new channel, isn’t about edgy, uncomfortable viewing; it’s about content designed to help the entire family to come together.
Jalaluddin Mondal, another voice from Zee, who is the chief channel officer of Zee Biskope & Zee Bangla Shonar, chimed in on the content strategy for the new kid in town. Expect innovation in terms of the format and theme, with a focus on areas like crime investigation, travelogues (something largely untouched in the GEC space), and slice-of-life stories. Non-fiction will see fresh formats, including a unique singing competition featuring Jugalbandi between vocalists and instrumentalists, and a gamified “couples compatibility” show offering prizes of up to Rs one lakh daily. “There’ll also be snackable content like prank shows and spooky narratives, plus investments in acquiring and producing original movies, some even getting a cinematic release before a channel premiere,” concludes Mondal.
On the surge of old shows making a comeback across the industry, both dismissed the idea of a “lack of content”. Instead, they argued it’s about “bringing back the nostalgia factor amongst the audiences,” leveraging “iconic characters” that people still adore. While new stories are crucial, the emotional connection to established characters is a powerful hook. They conclude by saying, “At the core, you have to understand the consumer for a successful design of a content.”
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