Chennai: Tamil Entertainment Channel Zee Tamil has reinforced its dominance in the Tamil GEC space by continuously dominating the lucrative core prime time band for three consecutive weeks with a week-on-week ascending trend in viewership ratings.
The Channel that has been constantly putting in efforts, since its inception, to offer quality content and programming to its viewers, had sealed the No. 2 position in Tamil Nadu market by consistently over powering Star India’s Vijay TV. Besides the acquisition of a number of blockbuster movies, the channel has also strengthened its prime time band with a line of fiction shows that has been instrumental in driving the channel in the rating chart.
Zee Tamil’s consistent growth in fiction line-up prompted the channel to extend its fiction shows to all weekdays. since then, the channel slowly kept closing the gap with the market leader Sun TV’s prime time fiction shows and finally, in week 46, it managed to break into the core prime time band of Sun TV and outshine the latter’s fiction line-up with a widening difference.
Comparison of core Prime Time ratings data between the top three Tamil GECs Sun TV, Zee Tamil and Star Vijay during the week 46, 47 and 48 reveals that Zee Tamil is on its way to consolidate its leadership in Prime Time (8:30 PM to 10 PM) band, while Sun TV’s prime time properties are showing sign of decline in numbers.
In week 48, the supernatural thriller “Yaaradi Nee Mohini” on Zee Tamil has garnered 12.73 TVRs with a weekly GRP of 74.93. The show has not only seen a growth of 0.78 TVRs against its previous week’s ratings, but is also leading by 2.72 TVR when compared with Sun TV’s fiction show ‘Kanmani’. However, Zee Tamil’s closest competitor is seen struggling with the lowest TVR of 4.97 in the said time band.
With the romantic family series, Sembaruthi, in the 9 pm time band, Zee Tamil has again topped the charts with 14.74 TVRs in week 48, showing a slow but steady growth week on week, paving way for the channel to garner the highest weekly GRP of 88.62. In fact, Sembaruthi has overpowered Sun TV’s high-value production ‘Nandhini’, with a huge margin of 3.92 Avg TVR in week 48. Taking into account the previous weeks ratings, it only goes to prove that, the gap of the TVR between Zee Tamil’s fiction series and the market leader Sun TV’s fiction series only widens further, helping the former dominate the prime time space further.
In the 9.30 pm time band, with family melodrama “Oru Oorla Oru Rajakumari”, Zee Tamil has scored 7.8 TVR adding to 46.46 GRPs in the week 48, while the longest-running fiction show ‘Vani Rani’ on Sun TV managed to clock 7.14 TVR (43.07 GRP). Zee Tamil has again increased its gap with its Sun TV counterpart from 0.17 TVR in week 46 to 0.74 TVR in week 47 and to 0.66 TVR in 48. On the other hand, Vijay TV is seen recording an avg of 4.92 TVR in week 48 with its fiction show Chinnathambi, struggling to catch up with the tedious competition offered by its rivals.
Steady growth posted by Zee Tamil has prompted Sun TV to jump into damage control as the Channel has replaced Vani Rani with Chandrakumari from 10th December and likely to replace Nandhini in the upcoming weeks. Will the new shows work in favour of swinging Sun TV Back…? The market is eagerly watching..!