New Delhi: Media and leisure firm Zee Entertainment Enterprises Ltd goals to nook greater than 80% of prime-time tv viewership within the Telugu market, as the general southern territory emerges as its fastest-growing cluster inside the tv enterprise, a senior firm government mentioned. The firm, which determined to inform extra constructive, women-centric tales submit covid, operates 14 channels throughout the Tamil, Telugu, Kannada and Malayalam areas, and instructions a 17% market share within the south at present.

“Southern markets like their content material, be it films or tv. The common time spent per person is highest within the south and our effort, since our entry 18 years in the past, has been to grasp the place the viewer is transferring and juxtapose that into our content material,” Siju Prabhakaran, chief cluster officer – Zee South, mentioned in an interview. While the digital infrastructure improves and the area continues to see excessive penetration of cell phones and the Internet, tv will stay the primary name of leisure, the corporate believes.

He added that the mixed Zee-Sony entity (the merger deadline is 21 December) may have 6-7 exhibits in prime 10 in Telugu market, moreover an 80% plus prime-time viewership share, which ought to be excellent news for advertisers. FMCG firms are notably eager on the Andhra Pradesh and Telangana market.

Also, retail, e-commerce and banking classes are rising throughout the south, which additionally has the distinctive benefit of a number of native manufacturers. “Television offers attain on the proper value, and is right here to remain. Business might not develop prefer it did 10-15 years in the past, however the tempo will stay regular,” he mentioned.

To ensure, concrete themes are rising within the south Indian TV market, mentioned Anuradha Gudur, chief content material officer, Zee Telugu and Zee Keralam. In Telugu market, as an example, extra males have entered the fold of TV viewing submit covid and general, there’s demand for constructive tales and stronger feminine characters. Prime-time viewership for Zee Telugu has grown by 38% in yr to October 2023.

Two exhibits—Trinayani, a few girl who can predict the longer term, and Prema Entha Madhuram, which revolves across the love story of a middle-aged businessman and a younger girl—have clocked in 10+ tv ranking factors.

Zee Telugu, which ranks second out there, instructions a 33% share, whereas Zee Tamil has registered a 20% market share, regardless of the presence of legacy gamers like Sun TV. Zee Keralam, launched in 2018, has reached the quantity two place, whereas Zee Kannada ranks one out there.

Prabhakaran additionally pointed to the benefits of cross-pollination {that a} community like Zee enjoys. For instance, Trinayani, a supernatural fiction tv collection on Zee Telugu, has been tailored from the eponymous Bengali language tv collection, which had been aired on Zee Bangla.

The progress of digital media has additionally spelled excellent news for networks corresponding to Zee which have benefited from streaming of catch-up tv content material on-line.

“Digital offers viewers with comfort, and is rising. The second tv set phenomenon has been changed by OTT, and we see numerous consumption going down on linked TV units,” Prabhakaran mentioned, including that whereas the corporate has introduced out internet originals in Tamil and Telugu, these are early days for the southern OTT market that’s ready to blow up within the coming years.

Sony Pictures Networks India Zee Entertainment Enterprises (ZEEL) are dealing with hurdles in finalising their proposed merger because of a impasse over management preparations for the $10-bn merged entity, reviews mentioned.