There are several reasons why I call Zee and Sony underdogs in front of Star and Viacom18, even though they are big broadcasters.
- Zee has been in poor financial health for a long time and has faced pressure from its investors. Especially after the failure of the Sony merger, P. Goenka has been in the line of fire because of his unscrupulous dealings.
- Zee has no presence in sports (except some leagues like ILT20) and Sony’s presence is confined to only a few cricket bilateral series and mostly non-cricket properties.
- Zee is fairly strong in the Hindi movies department but Sony is only moderate, neither strong nor weak. The opposite is true for Hindi GECs where Sony Sab brings in the ratings and SET is known mainly for non-fiction properties. But neither is anywhere close to Star Plus or Dangal in the ratings chart.
- In terms of regional channels, Sony has only Sony Aath and Sony Marathi whereas Zee has the maximum presence of any Indian broadcaster. However, in terms of ratings, only Zee Kannada is a leader whereas Star is leading in most other regional markets except Tamil (Sun TV), Odia (Tarang) and Gujarati (Viacom18 monopoly). Punjabi and Assamese are not counted.
If Zee and Sony’s merger did not fail, they would have been better equipped together to take on the financial might of Disney on the one side and Ambani + Bodhi Tree on the other. But now Disney and Ambani are coming together and will practically monopolise the entire entertainment sector, and sports in particular, above all cricket. Hence Zee and Sony are even more of underdogs after the Star/Viacom18 merger.