MUMBAI: Looks like live shows have given Zee Music a much needed shot in the arm.
The channel claims that ever since they started airing their live music request show Please toh play and the musical extravaganza at Water Kingdom Aaja Nachle, the ratings have been steadily climbing.
The channel brand line 'Sound of India' has been adorning the city skylines for some time now and it has also been active on the on-ground promotion in the interiors of the country. The marketing and promotions push could be one of the reasons why the channel is doing well.
While it is a no-brainer that live shows help boost ratings, the channel isn't taking it for granted. So, while the talks are on for a couple more ground events and reality shows, the channel is all set to launch a slew of programmes in weeks to come. The channel will soon be announcing sms based Seniora in the afternoon slot and an astrology shows.
According to the TAM ratings data, the channel share has increased by four per cent, the channel claims to have the maximum gain followed by etc in the weeks when the Aaja Nachle was aired.
| Channel | week 19 | week 18 | week 17 | week 16 | week 15 | week 14 |
| Zee Music | 0.49 | 0.39 | 0.4 | 0.36 | 0.32 | 0.21 |
| B4U Music | 0.09 | 0.1 | 0.09 | 0.11 | 0.06 | 0.08 |
| ETC | 0.42 | 0.34 | 0.3 | 0.32 | 0.39 | 0.35 |
| MTV | 0.18 | 0.32 | 0.34 | 0.32 | 0.33 | 0.22 |
| Channel V | 0.18 | 0.13 | 0.26 | 0.15 | 0.12 | 0.17 |
| CMM | 0.05 | 0.03 | 0.05 | 0.03 | 0.02 | 0.04 |
The target audience for the study is the Hindi speaking band. Surprisingly neither Please toh Play or Aaja Nachle are the top shows. But the channel is happy with the kind of response it is garnering nevertheless.
"Not only have we seen rise in our TRPs, the event Aaja Nachle has doubled the the picnickers at Water World too. Earlier, about 8000 people visited Water World on Sundays. Since the event has debuted, it has grown upto 15000, " offered Zee Music programming and brand head Niyati Shah.
As for the on-air programming Shah offers that it has been as success as they have managed to get in all the acts. "We have signed on more sponsors for that particular slot. Earlier we just had two, now we have four: Dermi Cool, Zandu, Live-in and Try me," she gushes.
The channel might be hush-hush on this one, but some heavy-duty ground events and a big-budget talent hunt is in the offing. Till then its get jiggy with Zee Music...
