STAR Jalsha topples Zee Bangla; becomes the No. 1 channel in the region

STAR might have been pushed to the No. 2 position in the national GEC space, but the group's Bengali GEC, STAR Jalsha has attained top spot.

According to the latest TAM data for the West Bengal market, (C&S, 4+, Week 16: April 12 to April 18, 2009), STAR Jalsha garnered 34 per cent channels share among Bengali GECs, this claiming the No.1 position in the region.

For the last four weeks, Zee Bangla was ruling the region, while ETV was at No. 2. In week 15, Zee Bangla claimed 30 per cent channel share while STAR Jalsa and ETV Bangla were at No.2 and No.3 respectively.

However in Week 16, Zee Bangla has been pushed to No.3 position with a share of 24 per cent. In this week, Zee Bangla has also lost 71 GRP while STAR Jalsa gained 55.

STAR Jalsha garnered 361 GRPs this week, as compared to 306 GRPs in Week 15. Zee Bangla managed to get only 251 GRPs, as opposed to 322 GRPs in Week 15. In week 16, ETV Bangla has garnered 274 GRPs – a loss of 12 GRPs.

According to Satyajit Sen, managing director, North and East, ZenithOptimedia, “Jalsha smart content, which is enjoyable and youthful is working in its favour. Unlike the regular regional GECs, the overall packaging of the channel is very nice. Moreover, one cannot ignore the regional space – local language has become inevitable.”

He adds that the old notion that regional channels cater only to the masses doesn't hold true anymore. In fact, upscale audience forms a sizeable large chunk of the regional GEC pie.

The growth in Jalsha’s channel share is backed by high delivery in the primetime band (Monday to Friday). STAR Jalsha has five shows in TAM’s Top 10 list of programmes for this region. Bou Kotha Kou on Jalsha, with a TVR of 7.31, was the most watched show; followed by Sa Ra Ga Ma Pa Lil Champs on Zee Bangla with a TVR of 4.32. The third most watched programme was Bengali feature Film, Permer Kahani on Jalsha, with a TVR of 4.3. Other shows of STAR Jalsha that were in the Top 10 list include Durga and Ekhane Aakash Neel.

R Venkatasubramanian, vice-president, Lintas Media Group says, “Jalsha, unlike other GECs in the area, has youth-oriented programmes. Plus, their Poyla Baisakh special programming worked well for them. It is also the only GEC in the region to have original programming in the afternoon slot; none of the other players there have it.”

He adds that distribution has also played a crucial role in helping the channel climb the ladder fast. “There is not much difference in the content of any of the GECs in the West Bengal market. But Zee Bangla had some distribution problem, and it is during that time that STAR gained momentum and launched a few shows.”

Commenting on the recent performance of Star Jalsha, J C Giri, executive vice-president, STAR entertainment media, says, “We have been in striking distance for the past few weeks and the final assault was last week. We have grown organically, with our fiction band improving and our movie offering delivering to its true potential. We celebrated the Bengali New Year in true Jalsha style; however, they are only a fraction of the differential lead we gained.”

He adds that the key element in helping the channel reach the top position has been the understanding of the Bengali consumer and delivering quality content, which is compelling and relevant. “We delivered and will continue to deliver on our promise to entertain audiences with superior viewing experience and quality content,” adds Giri.

Venkatasubramanian believes that the fiction content of STAR Jalsha is strong, as compared to the other players in the area. “Though talents shows are still garnering TVRs, they have become old. Now is the time for other players to come up with more innovative programmes.”

According to the experts, Zee Bangla is losing the flavour, as it has begun relying heavily on its national GEC for content. Instead of creating original content, it is copying the formula of successful shows on its national GEC.

Giri informs that the channel followed a phased approach in strengthening the content; now, it has strong fiction shows, romantic shows and family drama, apart from non-fiction shows and movies.

“It has been a phased approach. First, we focused on the 7.30 pm slot and gradually extended the primetime band in the second phase (in December). Then, we changed our format for telefilms from ‘High Speed’ to ‘Romantic’ slot. In the third phase, (in March) we launched original programming in the afternoon slot,” he explains.

However, as per industry experts, Zee Bangla continues to have the last laugh. Among the top 3 Bengali GECs – ETV Bangla, Zee Bangla and STAR Jalsha – Jalsha presently commands the lowest ad rate, approximately 60 per cent less than what Zee Bangla commands and 50 per cent less than ETV Bangla’s rates.

The average ad rate on Zee Bangla varies between Rs 7,000 and Rs 9,000; while ETV Bangla gets anywhere between Rs 5,000 to Rs 6,000. Star Jalsha, in turn, gets around Rs 3,000 to Rs 4,000. However, according to the experts, with the ratings working in Jalsha’s favour, the channel will soon hike ad rates.