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The analysis shows that Star Plus, which is the leader in this category due to its appealing content and packaging, yet it needs to innovate continuously to maintain the edge. Sony, now firmly second place, has offered certain innovative programmes but needs a greater variety. Zee, the first to get off the blocks, is now a distant third in HSM market often creating hype around its launches.
However, to regain the lost ground and catch the audience attention for a longer period of time, they need to perform to the hype created and more so in wake of new challengers like Star One, Zoom, etc.

Introduction

Hindi entertainment television is the fuel for growth in the Cable and Satellite television industry with 46.8 per cent share of total viewership and 57.4 per cent share of total advertising revenue. Hindi Mass Channel market has the highest share among all genres of Hindi Channels (Mass, News, Movies). Major players in Hindi Mass Channel market are Star Plus, Sony and Zee TV with a combined market share of more than 90% in the prime time slot (Figure 1). Other players like Sahara One and SAB Television simply complete the list. The current analysis primarily focuses on the top three channels.

Figure 1: Hindi Mass Channel TVR & Channel Shares

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* Contributed by -
Prasun Goel,
PGDM - II,
Symbiosis Centre for Management & Human Resource Development,
(SCMHRD), Pune.