Zing holds on to No. 1 position for 14 weeks
Zing, the youth entertainment channel from Zee Entertainment Enterprises, has been in the numero uno position for 14 straight weeks as of Week 2 (January 9-15) of 2016. The channel has reported 33 per cent share and 21,025 GTVTs for the period between Week 41 of 2015 and Week 2 of 2016 [Source: BARC, TG: CS 15-30, Market: HSM, Period: WK 41’15 to WK 02’16 (Avg)].
It may be recalled that the channel had undergone a change in its overall look as well as strategy in April 2014, where it adopted a more youthful positioning.
Commenting on Zing’s strong positioning, Vishnu Shankar, Business Head – Zing and Zetc, said, “Zing is constantly leading the youth genre, and still continues to do so in the 14th week. Thus stating that the content is being loved and appreciated by the youth. With such a promising response, we plan to add more original content to our current line-up, further strengthening our connect with the youth.”
On the factors that have contributed to Zing’s strong performance, Shankar said, “The credit for the channel’s strong performance goes to its focussed youth programming. The current line-up is a mix of youth fiction and Bollywood offerings of music, movies and news which is loved by the youngsters and is the key to Zing’s success.”
“Our flagship youth fiction show, ‘Pyar Tune Kya Kiya’, running in its sixth season, is a huge contributor towards the channel’s success,” he said, adding, “Every quarter we launch a new season of ‘Pyar Tune Kya Kiya’ with a new flavour and twist in the set of stories. Carrying forward this trend, the upcoming season of ‘Pyar Tune kya Kiya’ will offer something which has never been explored in the youth genre.”
‘Pyar Tune Kya Kiya’ is aired on Fridays at 7 pm, followed by repeats in the following week in the 3-5 pm time slot with higher viewership.
Shankar further said that the way forward for Zing would be to enhance its current offerings by adding more fiction and non-fiction shows to its line-up. “With Zing’s current successful run, we are confident and raring to experiment and continue our lead in the genre,” he added.
SOURCE: BARC, TG: CS 15-30, MARKET: HSM, PERIOD: WK 41’15 TO WK 02’16 (AVG)