Jaldi 5 with Priyanka Datta: On how focus on the brand ensured Zee Anmol rise to #3 Hindi

26 Oct,2015

One of the highlights of the new BARC urban-cum-rural ratings is the rise in viewership of all free-to-air (FTA) channels. Particularly noteworthy has been the performance of Zee Anmol which attained the #3 slot, ahead of the network’s flagship Zee TV.  We spoke with Priyanka Datta, Cluster Head (FTA channels and  Zindagi) for her sentiments post Anmol’s amazing rise.


01. Congratulations on the rise of Zee Anmol on the combined urban and rural (U+R) ratings roster as released by BARC earlier today. Would you say this is something you always knew but were looking at some ratification from a ratings agency?

Thanks for the good wishes.  Zee Anmol has been a leader in the FTA genre for over one year now. It is indeed very heartening to see the rise in the U+R ratings roaster as released by BARC yesterday as well. The channel has truly lived up to its brand promise of “Dil Choo Jaye” and touched the hearts of many.


1a. To what would you attribute the success of Zee Anmol?

There has been complete focus on this brand and constant on ground initiatives taken, be it for sampling of the brand, engagement or visibility and that has given positive results. Add to it extremely engaging and entertaining programming which largely comprises of some excellent shows Zee TV has produced clubbed with shows from some other channels that we showcase on our channel. Earlier this fiscal, we launched our very first original reality show, Grihani No 1.


02. Other FTAs like Star Utsav and Colors Rishtey have done well in the U+R ratings. Would you say this is a given for the entire genre, considering they are Free to Air and showcase reruns of popular content?

We would however like to reserve our comment till we see the data of a few more weeks.


03. Now that you have tasted success, will you prop up the channel with more current or even original content or will the mix stay the same?

At this stage, all I would like to say is that the channel team will continue to focus on the channel as always. There are a lot of things planned, which will be put into action or even newer ways crafted, after we analyse the data of a few more weeks of BARC ratings.


04. Pardon our ignorance, but how is Anmol doing in terms of advertising? Will you now push the channel a lot more with advertisers?

The channel has a dedicated sales team and has been in the mind space of advertisers since its inception & the BARC ratings only further substantiate that their investments have been right. I am positive that they will continue to patronise and support Zee Anmol.


05. Zee Anmol has crossed the flagship Zee TV. Any sentiments on this, or are we in the media making much about it?

It is a very encouraging and proud moment for Zee Anmol. Largely, the content that is shown on Zee Anmol is the rich quality shows produced by our Zee TV team and that makes us collective winners.


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