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States » East

Television viewing experience is going through a transition period: Samrat Ghosh

Television viewing experience is going through a transition period: Samrat Ghosh

Kolkata, Oct 21 (UNI) Zee Bangla, a regional channel by Zee Entertainment Enterprises Limited (ZEEL) observing the fruition of 20 years of its voyage.

Samrat Ghosh, Cluster Business Head-East, ZEEL said in a press briefing that, "Zee Bangla has increased industry highest 2.3 per cent channel share in same class post NTO. The brand affability has seen a firm development of 37 per cent whereas promotional development has taken a 33 per cent leap."

Ghosh repeatedly advocated that the television industry remains unaffected even after implementation of New Tariff Order (NTO) by the Telecom Regulatory Authority of India (TRAI).

He said, "TV is the less affected medium in the current scenario of a sectoral nosedive and fortunately Zee Bangla doesn't perceive any effect on its generation of revenue. Though it's a progressing venture, till now the relocation that I have found post-NTO is more than 90 per cent, so there is a little extent of movement which is yet to occur."

Contrasted with by and large television penetration in the nation, Bengal's average is lower than the national average by 6 per cent whereas the national average is 66 per cent. The report says, viewers in Bengal spends average 19 hours watching content on television in a week and they devour just 53 per cent of Bengali substance and to be more specific 43 per cent of Bengali GEC substance.

As television is a TRP driven industry then is the OTT penetration anyway is hampering the viewership of television? Samrat clarified, "Precisely not because OTT is booming amongst urban population but if we go 20 km interior from the urban population then we will not even find a LED television set rather we will find they are using CRT television set."

"As this is a transition period for content viewing experience there is still some problems. Precisely, people who are watching television content in OTT platform is affecting the TRP. But hope that in future OTT viewing also will be counted in time of calculating TRP", concluded Ghosh.

Zee also has a Bengali movie channel Zee Bangla Cinema but the channel is not available on high definition (HD). Ghosh on that context stated that "Let's see, I can say that in near future consumers will experience Zee Bangla Cinema in high definition."

To celebrate their successful two decades Zee Bangla has also propelled a magazine 'Sonar Songshar this month. Last year Zee Bangla had revived its brand reasoning to 'Notun Chhawnde Likhbo Jibon' from 'Jibon Maane Zee Bangla'.


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