Zee TV also commands eight shows among the top 25 ASHISH SINHA Posted online: Friday, July 07, 2006 at 0003 hours IST
NEW DELHI, JULY 6:For the first time ever, Zee Television has entered the Top 10 prime time shows which have been guarded like a citadel by Star TV India so far, according to the latest ratings from TAM media.
"Zee TV also commands eight shows among the Top-25, while Star Plus is reduced to 16 shows. This is happening for the first time to Star and obviously they are looking at new concepts and shows to take the channel share and ratings up-wards," sources added.
hile all the 'K' soaps on Star Plus continue to hold the top 6 positions, another 'K' soap Kasamh Se from Zee TV is on number seven slot with a TVR (television ratings) of 6.0. At number nine, is Zee's Saath Phere, a daily soap delivering a TVR of 4.7.
According to industry sources, Star Entertainment has asked its brass in programming division to pull-up their socks in the wake of Zee's progress. "Star officials have been teamed up into two departments, each looking after the overall programming quality on Star Plus and Star One," sources said.
A glance at the latest ratings reveals that a bigger percentage of 25 years plus age group females are watching the two Zee shows among the top 10 programmes. While both Kasamh Se and Saath Phere on Zee attract 55% and 48% female audiences skewed in favour respectively, the top two shows on Star Plus, (Kyunki...and Kahani....) manage only 32% and 33% female audiences.
"This is the worrying factor for Star as it's gradually losing its female audiences to Zee shows. And it wants to get them back desperately," sources said.
Zee TV, on its part is looking to double its advertising revenues this year and is expected to close at Rs 275-300 crore as opposed to Rs 160-175 crore last year.
Star India leads among the three entertainment channels Zee, Sony and Star with Rs 650-700 crore in advertising revenue. Though Star One has managed to deliver both ratings and advertising revenues through its laughter challenge and dance show, Star's worry is concentrated on Zee shows taking audiences away at prime time.
Kyunki Saas Bhi Kabhi Bahu Thi 2
