regional television space recorded a growth of 4.8 per cent
in revenues, according to Tam. The major action, obviously
came from the South which witnessed a remarkable number
of channel launches in 2005 across languages in various
2004, the Sun Network dominated the Southern belt in 2005
also, except for the Malayalam market where its Surya TV
had to deal with its rejuvenated arch rival Asianet. Kalanidhi
Maran had a comparatively silent year, except for the DTH
licence and then the reported IPO plans. Some setbacks also
came his way. The Sun Network's efforts to expand its cable
TV presence and set up an outpost in the East came to naught
when the Essel group's Siticable came in from nowhere and
took over the RPG Cable TV Network. And then there was the
continuous resistance it encountered from the unyielding
cable TV operators of Andhra Pradesh.
the programming front all the southern channels - especially
the Sun Network - played the game show card at the fag end
of 2005. While the Sun Network launched a gold hunt quiz
show Thanga Vettai in Tamil and Malayalam to fight
Vijay TV's Tamil version of KBC2, Jaya TV concentrated
on its popular game show brand Jackpot.
TV launched its second game show Vasool Rani, targeted
at the female audience. Sun is now planning to launch Thanga
Vettai in Telugu and Kannada also. Zee Telugu launched
an interactive game show Gold Rush while, in Malayalam,
Asianet is going the Indian Idol way to launch a
mobile-based talent hunt.
language TV: Sun TV's domination continues
to market sources, the Tamil language market recorded approximately
Rs 2.8 billion in terms of advertising revenue. Obviously
a lion's share, which is about Rs 1.8 billion, went
to the Sun kitty. However, a senior television executive
from the South points out that, advertisers were seen experimenting
a lot in Tamil.
2005, it was observed that, advertisers who normally preferred
Sun channels, showed the guts to experiment with other channels
also. Jaya TV, Vijay TV and Raj TV welcomed some new advertisers,"
Sun channels Sun TV and KTV continued to dominate the market.
According to Tam, the flagship channel Sun TV improved its
market share to 52 per cent on an average from 2004's average
figure of 48 per cent (CS4+ all day, including weekends).
Sun's movie channel KTV also continued the good show by
giving a consistent performance.
Sun's rivals, Vijay TV, Jaya TV and Raj TV spent the year
forging new programming strategies and implementing a few
initiatives. Star`s Vijay TV dubbed episodes of KBC2,
and The Great Indian Laughter Challenge in Tamil,
bringing two successful properties from its Hindi channel
Star Plus to Tamil viewers. As the year ended both shows
were raking up good viewership numbers.
TV, on its part, shed any inhibitions it had about big movie
acquisitions this year. Some of the blockbusters the channel
acquired include Mumbai Xpress and Sachien.
This was seen as a deliberate move on Jaya TV'as part to
shake off its underdog image.
TV, which spent most of 2004 grappling with uplinking issues,
went for a makeover in 2005. The channel, which initiated
a lot of strategy shifts this year -- including getting
into long-term deals with production houses -- is expecting
2006 to deliver results.
TV: the jostling continues
Telugu market, which possibly overtook Tamil as the biggest
Southern television market revenue-wise, recorded approximately
Rs 3 billion in advertising revenues and Rs 1 billion
in subscription revenues.
market source informs that, Sun's Telugu bouquet led by
Gemini TV grabbed the maximum share followed by ETV.
channels altogether have gorwn by about 15 per cent revenue
wise, but still, ETV Telugu picked up nicely this year.
Maa TV also gave a good show compared to 2004," says
Telugu TV market didn't offer any variations in the rating
picture in 2005 as well. The Sun Network channels Gemini
and Teja continued to hog the first and third positions
as far as channel share was concerned, while ETV maintained
its second position.
added another channel to its Telugu offering by launching
a music channel Aditya this year. A good move content wise,
but one which is giving the management some amount of heartburn.
Cable operators have been incensed that the Sun Network
has been demanding pay channel fees equal to what it charges
for Teja and Gemini for Aditya Music and Teja News.
Telugu holds a lot of promise. And not wanting to let go
of any of that, the Zee Network re-launched Alpha Telugu
as Zee Telugu with a shift in positioning -- from being
mass general entertainment-based it transformed itself into
a channel offering programming with a young upwardly mobile
touch. Though the channel is yet to 'arrive', it has at
last reached a position to identify and groom some of its
shows as the future channel drivers. An example is the game
show Gold Rush.
TV 'nursed' rumours of partial or complete sell-off as it
revamped the channel and went for more movie acquisitions.
The channel also brought in lot of interactive shows to
its kitty in 2005.
Telugu has been drifting and the year 2005 did not see it
do any better.
TV: ETV betters position
Rs 1.4 billion Kannada television ad market didn't
attract any new entrants, unlike the other Southern markets.
Udaya TV continued to dominate, grabbing about Rs 650
million in terms of ad revenues, according to sources.
However, ETV Kannada gave a good fight this year and recorded
almost Rs 450 million in terms of advertising revenues.
TV: tough fight, more channels
satellite television market, which contributes about Rs
1 billion in terms of ad revenue, witnessed the most
number of channel launches for any regional market in India;
as many as five channels were launched.
movies and music channel Kiran TV, Asianet's youth &
lifestyle channel Asianet Plus, Kairali TV's news channel
People TV, general entertainment channel Amrita TV and the
Christian spiritual channel Shalom TV debuted in Kerala
in 2005. The market is awaiting more launches in 2006 which
include print major Malayala Manorama's news channel MM
TV, the state Congress party channel and then a multi-lingual
channel Bhaarath TV. With People TV now there to take care
of the non-fiction wing, Kairali TV safely joined the General
Entertainment Channel (GEC) bandagon by launching two soaps
in its prime time band.
of the most interesting channel fights the Southern television
space witnessed in 2005 also comes from Kerala. That is
the story of the battle royale waged between Asianet and
the Sun general entertainment channel Surya TV.
TV kicked off the year by employing a flanking strategy
as it launched a 24-hour movie and music channel Kiran TV.
The strategy worked really well for Sun as the new channel
brought down the channel shares of competitors Asianet and
Kairali TV. Kiran actually replaced Kairali from the third
spot. The Sun launch shook Asianet terribly because even
the network was planning to launch a movie and music channel,
but had to surrender the first mover's advantage to Sun.
quickly recovered from the jolt and re-strategised its proposed
channel Asianet Plus focusing it as to a youth-oriented
movie and lifestyle service.
Kiran slowly started slipping as it couldn't provide its
viewers interesting movies on a daily basis, round the clock.
Asianet Plus used the golden opportunity to establish itself
in the market with some low-budget studio-based programmes
and some innovative youth shows.
main channel Asianet, on the other hand, completely revamped
its programming, understanding the seriousness of the situation.
The channel successfully established some of its soaps and
the strategy also relied on a lot of big movie acquisitions.
Yantra Media, a Sun Network-aligned production house, shifted
loyalty to Asianet this year and launched the second edition
of Sthree, Malayalam TV's most successful soap.
Another genre Asianet hared into was comedy, mainly to strengthen
its weekend band. Comedy hitherto had been Surya TV's forte
but end 2005 saw it yielding its grip on this genre to Asianet.
Asianet successfully established some of its comedy shows
like Life is Beautiful, Five Star Thattukada and
Comedy Cousins. It should be noted that, the success
didn't happen overnight for Asianet, but through trial and
However, as the year ended Surya TV was looking aggressive
and ready to recapture lost ground. It revamped its weekend
programming band, taking off some of its unsuccessful soaps
and introducing a Malayalam version of its game show Tanga
Fortune surely favours the adventurous and the brave.
here for Yearender 2005 Archives