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Viewership share struggle continues for Zee, Sun

BARC has released its viewership data for week-26 of CY21 (26th Jun to 2nd Jul). TV viewership in primetime GEC declined across languages during Q1FY22 on lack of programming, which should see improvement going forward as fresh programming is restored. Zee TV’s viewership share in Hindi GEC primetime fell 290bps QoQ to 14.2% in Q1FY22, and was at just 14.4% in week-26.

Zee TV also saw a dip in its viewership share in Tamil, Telugu, Kannada and Marathi all-day GEC. Star Plus continued to register remarkable success in its shows, which has helped it grab higher viewership share in Hindi GEC primetime. Though Sun TV’s pie in Tamil GEC primetime expanded by 350bps QoQ to 40.8%, it was just 38.5% in week-26; we would watch this data point in coming weeks.

* Hindi primetime GEC – Zee TV viewership share shrinks. Industry Hindi primetime GEC impressions dipped 11% QoQ to 869mn. Zee TV’s primetime viewership share in Q1FY22 was 14.2% (vs 17% in Q4FY21 and 18% in Q3FY21). Its top two shows Kumkum Bhagya and Kundali Bhagya saw continued erosion in viewership share. Star Plus registered strong gains in its pie at 33.2% in Q1FY22 (up 350bps QoQ). All shows of Star Plus starting from 20.30 to 23.00hrs now enjoy >40% viewership share, which is commendable. Though we understand the limitation on programming in Hindi GEC genre due to lockdown, we note Zee TV’s viewership share even in the exit week-26 was just 14.4%.

* Tamil primetime GEC – Sun TV’s viewership pie shrunk at Q1FY22 exit. Sun TV’s impressions in Tamil GEC primetime for Q1FY22 dipped 3% QoQ (vs 11% dip industrywide). Its viewership share was at 40.8% (up 350bps QoQ). Though it benefitted from fewer shows, its share in week-26 shrunk to 38.5%. We are still not confident of the higher viewership for the quarter to sustain as Sun TV’s efforts to refresh shows have not yielded share gains. Star Vijay’s viewership share dipped 30bps QoQ to 34.5%, but in week-26 it was at 38.8%, which was higher than Sun TV’s. Zee Tamil viewership declined 385bps QoQ to 17.8%.

* Telugu and Kannada all-day GEC: Zee viewership pie declined. 1) Zee Telugu viewership share in Telugu all-day GEC fell to 28.5% in Q1FY22 (down 60bps QoQ). Gemini TV (Sun TV) also saw this parameter shrink to 15% (down 50bps QoQ). Star Maa gained 150bps share to 35.6%. 2) Zee Kannada viewership share in Kannada all-day GEC fell to 32.4% (down 370bps QoQ) in Q1FY22. However, in week-26, it improved to 34%, which is comforting. Star Suvarna’s viewership share was up 80bps QoQ to 23.2% in Q1FY22. Udaya TV (Sun TV) saw viewership improvement of 230bps to 15.9%.

* Zee struggles in Marathi GEC, stabilises in Bangla. 1) Zee Marathi’s viewership share in Marathi all-day GEC continued to contract – and stood at 31.1% for Q1FY22 (down 60bps QoQ) and 30.1% in week-26, both disappointing. Star Pravah continues to gain viewership at 42.2% for Q1FY22 (up 20bps QoQ), and was 40.7% in week-26; it is widening the leadership gap with Zee Marathi. Colors Marathi lost viewership share by 90bps QoQ to 14.6%; 2) Zee Bangla viewership pie in Bangla all-day GEC grew 120bps QoQ to 43.7% in Q1FY22, and 44.8% in week-26. Star Jalsha viewership share was 43.5% in Q1FY22, down 160bps QoQ.

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