Media Quick View ( TV ) – From 15th Dec. to 21 Dec, 2018 (BARC Weekly Ratings).
Zee reports a stable overall performance with marginal gains.
Sun TV too reports a stable weekly performance in terms of Top channels (overall), Sun TV remains to be at the first position with stable viewership share at 14%.
ZEE Anmol remains at second position despite a fall in viewership share at 11% (-100bps).
Star Plus was at third position with 11% viewership share.
ZEE TV remains at fourth position with viewership share of 11%;
In the GEC (urban), Star Plus remains at first position with a stable viewership share of 17%;
Zee TV too maintained its second position with increased viewership share towards 15% (+100bps) whereas Colors was at third rank with Stable viewership share at 13%.
In the GEC (rural), ZEE Anmol retained its first position with lower viewership share at 19% (-100bps).
Star Utsav too remained at second position in the category with 11% (-200bps) viewership share whereas Sony Pal’s viewership share too was stable at 11% helped by Tarak Mehta Ka Ooltah Chasma.
In the Hindi movie genre (urban + rural), Sony Max moved to first rank with a 200bps increase in viewership share towards 23% led by movies like Sarrainodu.
Rishtey Cineplex slipped to second rank with a lower viewership share of 21% (-100bps) .
Zee Cinema moved to third position with stable viewership share of 19%.
Sony Wah moved tot fourth rank with lower viewership share towards 19%
Within Kannada, Colors maintains its leadership in 2018 with stable viewership share of 31%, ZEE Kannada retained its second position with higher viewership share at 30% (+100bps) and Udaya TV maintained its third position with stable viewership share of 15% . Colors and Zee continue to dominate with their programs being present in the top 5 category, with Colors having four out of the top 5 shows in the category
Within Marathi category, ZEE Marathi maintains its top position since beginning of the year (2018) with increased viewership share vs last week towards 48% (+400bps). Colors Marathi maintains its second rank despite viewership share at 18% (-100bps) ; Star Pravah maintains its third position with stable viewership share of 15%
Within Tamil segment, Sun TV maintained its leadership despite stable viewership share at 39%. Star Vijay was at second rank with a lower viewership share of 21% (-100bps), whereas Zee Tamil remained at third rank for this week. Two of Zee Tamil’s shows were in the top 5 category out of which one of them remains at first rank beating Sun TV.
Within Telugu group, Star Maa retained its first position with higher viewership share at 29% (+100bps). Zee Telugu remained at second rank despite a 100bps decline in viewership share to 23%. ETV Telugu was at third position with a lower viewership share of 20% (-100bps)
Within TV programs in the GEC (urban) category, Naagin-3 (Colors) was at first position despite a 100bps lower viewership share to 24%, Kundali Bhagya (Zee TV) too remained at second rank despite a lower viewership share; Tarak Mehta Ka Ooltah Chashma (Sony SAB) was the new entrant at third rank with viewership share of 19% whereas Kulfi Kumar (Star Plus) and Kumkum Bhagya (ZEE TV) were at fourth and fifth position respectively. In GEC (rural) category, Kumkum Bhagya (ZEE Anmol) retained its top position with higher viewership share to 32% (+100bps); Dangal TV’s Ramayana was at second rank with a stable viewership share at 19%. Ek Main Aur Ek Tu (ZEE Anmol) moved to third position with viewership share at 17%.
Growth rates in the TV segment are expected to converge in the medium term as viewership gets negatively impacted due to digital content led by cheaper data/smartphones. Sun TV has not been able to gain its market share back due to aggressive investments by competitors, however we expect some recovery on the same led by new initiatives on content as indicated by the management. Further, ZEE continues to lead in the GEC rural genre and is able to maintain strength in the regional genre (Tamil, Telugu and Kannada) despite new competition in the form of Colors and Sony TV in various genres. We believe pricing in the GEC genre have more or less peaked out and don’t offer much scope for growth, however regional pricing is still comparatively lower and will outperform by a big margin in the near to medium term led by launch of multiple new channels; hence channels with good quality and compelling content will emerge winners in this space. Further, Zee’s recent announcement of roping in a new strategic partner is a positive move in the medium to long term as the company will shift its focus on digital in a big way which was consistently been weak for them vs peers; however near term uncertainty prevails over which partner are they exactly partnering with and under what structure and terms. Entry of a strategic partner will lead to enhanced distribution of its OTT offering globally and also enable better monetisation of its large content library.
pls note- viewership share number of channels across genres is based on top 5 channels viewership trend only.
Karan Taurani @ Elara Capital