Telecom Regulatory Authority of India's (Trai) rollout of the new regulatory framework changes many things for the viewers. From pricing of channels, monthly subscription bills to even viewership have been changed after rollout of Trai. Unexpectedly, this has also brought a massive change in the viewership and by large margins for some channels. Big broadcasters such as Zee Entertainment Enterprises (ZEEL), Viacom18, Star India and Sony Pictures will no longer be part of Doordarshan’s FreeDish platform as they have withdrawn their channels and it has benefitted other channels. They have seen increased viewership after this move.
Lesser viewership channels like Dangal TV and Big Magic have enjoyed the huge uplift in the viewership as popular channels like Zee Anmol, Sony Pal, Star Utsav and Star Bharat have stopped broadcasting on the free platforms. Undoubtedly, the viewership of these channels have been increased as much as two to three times on an average in the Hindi GEC rural segment. According to Edelweiss report, the cumulative share of the Hindi GEC channels for first to the fifth week was around 79% across seven channels which got decrement in the 14th-17th week by 59% across three channels. Financial Express reported this data.
As per the data of report, after the rollout of new Trai tariff regime, Dangal TV, which is a channel owned by Enterr10 have been seeing the boasting a viewership of 21% earlier it was only 8%, and ZEEL’s Big Magic around 15% in the Hindi GEC segment. While, Star Bharat’s viewership share had decreased to 6% and so as Sony Pal’s to 2.5%. In the 14th – 17th week, Zee Anmol and Colors Rishtey remained out of the list of top ten channels.
Dangal TV emerged as a biggest gainer in this rollout. It was actually a Bhojpuri channel, but now turned into a Hindi GEC channel as it has started shows like Mahima Shani Dev Ki, Ramayan and Baba Aiso Var Dhundo. Ashish Sehgal, chief growth officer, ZEEL talking about this phenomenon stated, “We will evaluate the content mix of original and library content for Zee Anmol. This would come into play as soon as the latent demand surges, which is expected in the near future as consumers steadily shift to paid subscription.”
As per the report, the channels which withdrawn themselves from FreeDish witnessed a decline of 25% in their ratings and impressions came down by 17% with 12% in urban and 26% in rural areas.