On an ASCENT
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Zee Business is upbeat about the latest ratings of some of its shows.
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THE STOCKS ARE HIGH Laxmi N. Goel, of Zee Telefilms.
Though there still remains some more time to round off its first year, Zee Business channel is already feeling buoyant. The reason is predictable enough - the latest TAM ratings.
Says Laxmi N. Goel, Director, News Group, Zee Telefilms, "In the week ending July 9, our channel share among age 25-plus male in four and six metros respectively is 0.17 and 0.14." Whereas, its immediate competitor, CNBC Awaaz, he hastens to add, has got a share of 0.1 and 0.12 in the two categories. The metros are Delhi, Mumbai, Kolkata, Chennai, Bangalore and Hyderabad.
Even in the evening band, Goel says, Zee Business has equal channel share as NDTV Profit. "Our latest share is 0.12 which is as much as NDTV Profit. Awaaz and CNBC TV18 have 0.1 and 0.05 respectively," he adds. Though CNBC is high up with 0.76 share with the stock market news in Mumbai city, Goel is upbeat nonetheless, "We are in the second position with a share of 0.5, which is more than NDTV Profit and Awaaz."
The channel's popular shows so far are Aab Ayega Maaza, a programme on value deals in shopping and one on taxes, Tax Doctor. Also, News Tonite is doing well, with some segments in the 9-10 pm slot shooting up to second in ratings.
"The reason why viewers are interested in Zee Business is perhaps because our language is aimed at laymen, not purely at businessmen. So much so that the channel's catch line is `Aap Ka Faida'. Our graphics are open, not cluttered, and there is an element of fun in everything we do on screen," Goel does an immediate soul-searching, giving grounds as to why it is looking up.
Plans ahead
In the next few months, the channel would get out of the metros towards tapping the small-city markets. "We plan to get into lot of ground-level activities in coming days. We shall have lot of road shows, investor forums, franchise shows etc in smaller towns. Also, we want to take forward our value deal show to these viewers giving them local information etc," he states. Also, it plans to roll out more promotional activities in smaller towns.
SANGEETA BAROOAH PISHAROTY
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