What’s your opinion on Zee TV? Why is it struggling? And how about Colors? Do these channels have any future or are they doomed like &TV and Star Bharat?
Not posting in the original thread so as not to divert from the topic which is Sony TV’s strategy.
Zee tv was once thriving but it started to decline when they began dragging out their shows even when ratings dropped to 0.5-0.6 trps. I remember shows like Guddan and Rabta receiving 0.6-0.7 trps yet Zee stubbornly kept them on air, trying to milk them for as long as possible. This is where they lost the trust and interest of their audience. Currently, Zee is overly reliant on its Bhagyas, which have been dragged out beyond reason. In comparison even Rishta feels fresher because, at least with each leap it feels like a new show within the old one. With Bhagyas, they take leaps but keep the old cast, stretching the story for years without any real change. Even after multiple leaps, it never feels like a new show.
I checked the current trps of the Bhagyas and none of them exceed 1.4, yet Zee continues to run them. The problem is, Zee is in a position where they cant afford to take Bhagyas off air because they are the only ones generating even modest trps. Most of their other shows struggle to reach 1.0.
Looking at the situation, its hard to see a future for Zee unless there is a major overhaul. The current team doesnt seem to care about the channel’s success. They are running it like its just their 9-5pm job, with no passion or real effort. Despite the low trps and grps, Zee can survive because the Hindi tv market is vast and 100 grps are still enough to make money. But the team's complacency is holding them back.
For Zee to turn things around, they need a complete rebrand, from programming to logo and graphics and most importantly, their team. They also need to market the rebrand heavily. The current round logo has been associated with Zee’s decline and reverting to the old logo might help. They need a fresh programming strategy, a clear target audience and should focus on producing content that resonates with them. Additionally they must be more decisive about canceling underperforming shows. Dragging out series that barely pull in fractional trps is pointless. I really like how Star plus is quick to take shows off air if they dont meet expectations, which is why they remain the industry leader.
On the other hand, Colors is doing quite well. It consistently ranks as the second or third most watched GEC especially peaking during Bigg Boss season, when it competes closely with Star plus for the top spot.
We have to admit that Star plus is the undisputed number 1 in Hindi tv and it will likely hold that position for years to come. Colors and sab tv cant compete with that but they perform well in their respective places. Colors, in particular, doesnt need to do much more as its already in a strong position. With the upcoming merger and Colors going under Star India’s umbrella, i believe the Star team will take Colors to new heights.
There is a slight concern that they might prioritize Star plus over Colors but i hope they maintain a balance and dont neglect Colors.
While Colors and Zee arent in as bad a shape as Star bharat and &TV, Colors is in a much better position. Zee tv, though struggling can still turn things around if they start taking the channel’s future more seriously.
Star plus and Zee tv target the masses, while Sony tv focuses on the upper class and Colors caters to a mix of both the masses and the upper class.
Star plus has nearly taken over Zee tv's mass audience. Colors has balanced both the masses and upper class well, offering a perfect blend of fiction and reality. In contrast, Sony has lost much of its upper class viewership in its attempt to appeal to the masses.
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