General entrnment space witnessing churn

It's the regular Balaji fare - but this time it's on Zee Telefilms. Zee, which is spending 25% more in promoting Kasamh Se says it's part of its new programming strategy targetted at the youth. This has helped Zee climb into the second spot.

Last month, the channel scored 181 gross rating points compared to 138 for Sony and 524 for Star Plus and 158 points for Sahara One. Zee has capitalised on the performance and has hiked its rates by upto 40%.

Joy Chakraborty, EVP, Head-Network Sales of Zee Network said, "Ratings have never really reflected Zee's strenth. We're the best distributed network and now advertisers are doing year long deals with us."

But advertisers may not be willing to bite. While Zee was viewed as the most cost effective option before the rate hike, now it may get overshadowed by competition. And its performance as the second general entertainment channel is largely based on the performance of key driver shows like Sa Re Ga Ma Pa. Once these shows are off air, Sony and Sahara may prove to be a tough competition for the second spot. Especially since Sony has introduced a stronger Friday programming band and Sahara One has seen a quick increase in viewership and rating points thanks to cricket.

Ravi Kiran, CEO, Starcom said, "Sony's problem is that it's too much like Star Plus. Trying to be a clone and fallen flat. That's where Zee and Sahara have found place to put a foot in the door."