GECs
Dangal seeks to ramp up original TV programing
MUMBAI: In March 2019, the big four networks pulled out of DD’s FreeDish service as TRAI’s new tariff order did not allow FTA (free to air) channels’ inclusion in the pay channel bouquet. However, it was the apt time for FTA channels to make merry.
One such network was Enterr10 Television. The network’s Hindi FTA GEC Dangal TV gained significant viewers and today, it is one of the most popular Hindi GECs.
Its top shows, Ramayan and Crime Alert, among others, brought it a one-fifth share of the viewership in the Hindi-speaking market (HSM), Many of the current shows on Dangal TV include those based on Indian mythology and reruns, sprinkled with a few original productions.
“We have observed that putting original content has been a game changer for the other players in the market. Creating original content is the only way forward,” says Enterr10 Television COO Deep Drona. “ I have observed that the audience in FTA space is no more different then the paid audience in terms of wanting to watch good entertainment.”
He also highlights that TV consumption amongst viewers is back to normal because the original programs are back on track. Drona believes that the many Hindi GEC channels with fresh programming line-up have significant advantage over other channels.
He is quite optimistic about a new show- Aye Mere Humsafar – which is going to hit the screens in the coming week. Another four new series will debut on Dangal over the next two months, taking costs up by 40 to 50 per cent.
According to him Dangal continued to be the leader in the rural market for the initial three months of the lockdown in terms of viewership; ad revenues however did not match up to the audience surge. But Drona points out that currently the channel is faring better than the pre-Covid2019 level with inventory fill levels going back to what they were before the pandemic. He shares that adex had softened in the months of May and June but now things are getting back to normal.
When most of the channels are worried about IPL, Drona thinks the entire FTA space will be spared from the brunt of the cricket extravaganza. He opines that the impact of IPL will not be very high especially for FTA channels.
In its thirteenth year, the IPL is coinciding with the festival season, which is expected to lead to a reallocation of ad spends on TV. Drona shares that as IPL is a large property and everybody knows what kind of rating it can deliver; channels have planned a certain strategy to overcome this.
“IPL is also coming at a time where viewers are dying for live sports content. So, there are many things that are going in its favour,” he explains. “For the past six to seven seasons it has been observed that IPL ratings do not disrupt GECs anymore. But this time it is a unique year no one can predict what will happen because it is coming during festivities. However, it will shake the advertising revenue and viewership.”
His view is that post-the- Covid2019 and lockdown period, rural India appears to be showing signs of a rebound; urban seems to be lagging behind, because many cities are partially contained still. With DD FreeDish more accessible in rural areas, it’s no wonder that Dangal has become a favourite hunting ground for FMCG advertisers.
Says MediaDonuts MD Vidhu Sagar: “Advertisers are fundamentally interested in reach. The fact that audiences are flocking to FTA channels such as Dangal, effectively turning them into potent messaging delivery avenues, is a win-win situation for both advertisers and the channel. The channels have chosen to forgo potential subscription revenues only since they believe greater audience traction would more than make up by way of advertising revenues. And advertisers are basically ROI-oriented. Greater reach is the most preferred option. If it’s courtesy of FTA channels like Dangal, so be it, that is just the way the cookie crumbles.”
Uttar Pradesh, Uttarakhand, Chhattisgarh, Madhya Pradesh and Maharashtra are very strong markets for Dangal as majority of its audiences come from this belt.: “There is a lot of work to be done in places like Gujarat, Rajasthan and other urban markets but our strengths lie in the Hindi speaking belt,” reveals Drona. “As of now, we will continue to focus on these markets.”
The channel is currently working with Swastik Productions, Shashi Sumeet Productions, Rashmi Sharma Telefilms and few others. Dangal is also looking at creating more home-based shows in the near future.
GECs
Sebi sends show-cause notice to Zee over fund diversion, company responds
Regulator questions 2018 letter of comfort and governance lapses; company vows robust legal response
MUMBAI: India’s markets watchdog has reignited its long-running scrutiny of Zee Entertainment Enterprises, issuing a sweeping show-cause notice that drags the broadcaster and 84 others into a widening governance storm.
The notice, dated February 12, has been served by the Securities and Exchange Board of India to Zee, chairman emeritus Subhash Chandra and managing director and chief executive Punit Goenka, among others. At its heart: allegations that company funds were indirectly routed to settle liabilities of entities linked to the Essel Group.
The regulator’s probe traces its roots to November 2019, when two independent directors resigned from Zee’s board, flagging concerns over the alleged appropriation of fixed deposits by Yes Bank. The deposits were reportedly adjusted against loans extended to Essel Group entities, triggering questions about related-party dealings and board oversight.
A key flashpoint is a letter of comfort dated September 4, 2018, issued by Subhash Chandra in his dual capacity as chairman of Zee and the Essel Group. The document, linked to credit facilities availed by certain group companies from Yes Bank, was allegedly known only to select members of management and not disclosed to the full board—an omission SEBI believes raises red flags over transparency and governance controls.
Zee has pushed back hard. In a statement, the company said it “strongly refutes” the allegations against it and its board members and will file a detailed response. It expressed confidence that SEBI would conduct a fair review and signalled readiness to pursue all legal remedies to protect shareholder interests.
The notice marks the latest twist in a saga that has shadowed the broadcaster since 2019. What began as boardroom unease has morphed into a full-blown regulatory confrontation. The final reckoning now rests with SEBI—but the reputational stakes for Zee, and the message for India Inc on governance discipline, could scarcely be higher.
