GECs
Sony’s stellar show ‘CID’ on an upswing
MUMBAI: Sony’s long-running crime thriller CID, which has been a sustainable asset for the channel over the last six years, has seen a recent upsurge in its performance.
In the latest ratings for week 48, CID in the all India C&S 4+ market garnered a good 3.7 TVR making it to the 29th place for the first time. The interesting point of note here is that CID, which follows a thriller format and has been running on Sony for eons now and for a show like that to beat the big ticket show Idol and the other regular on the top 50 list Kkusum and manage a slot in the 20’s is definitely noteworthy. CID, has seen a consistent rise in its ratings in recent times.
Looking at the show’s recent ratings (week 48), the show hit a five TVR in the Hindi speaking markets (HSM) (Male & Female) in the 15 to 34 age group. The average of the Hindi speaking metros (HSM) was 5.8 TVR and HSM C&S 4+ garnered 5.7 TVR.
Moving in the city wise ratings, Delhi ruled with 6.7 TVR, followed by Mumbai which received a 6.1 TVR and Kolkata brought in 3.8 TVR.
Flashing back looking at the performance of CID over the last couple of weeks, week 45 in the all India market C&S 4+ , the show raked up a rating of 3.1 TVR and managed the 44th slot. Week 46 saw the show up 0.2 TVRs at 3.4 in the 33rd slot. Although week 47 saw it drop, week 48 has seen the show come back with a bang.
Speaking to Indiantelevision.com, Sony EVP programming and response Tarun Katial points out, “The show is the longest ever running thriller. And the fact that we’ve got in a stronger story line as well as started dwelling into the personal lives of the cops has added to it. We’ve also launched a series of new faces and cops. And finally due credit goes to the director BP Singh.”
CID although hasn’t been hogging the limelight with double-digit TVR figures, its consistent presence week-after-week is an indicator that it has a loyal following even after six years of being on-air. What is heartening is that at a time when elaborate family dramas continue to occupy viewer mindspace, this is one show among very few others that has bucked the trend with its consistent viewership.
GECs
Z launches ‘Dilfluencer Moments’ to boost brand engagement across screens
New omnichannel format blends TV characters, storytelling and digital reach to boost engagement and affinity
MUMBAI: Zee Entertainment Enterprises Ltd (‘Z’) has unveiled ‘Dilfluencer Moments’, a new omnichannel media format designed to help brands cut through the clutter and turn audience attention into brand love.
With media access increasingly democratized, visibility alone no longer drives results. Shrinking attention spans and rising content noise have made memorability, emotional connection and action the real currency. Dilfluencer Moments addresses this by embedding brands into character-led, culturally resonant storytelling that travels seamlessly from TV to digital, social and creator ecosystems.
The format debuted with the “TumHoLovely” campaign on National Girl Child Day. Anchored in Hindi and Marathi shows, the campaign’s narrative extended organically across digital platforms, amplified by creators and community participation. A brand film featuring Sanya Malhotra further showcased how TV-originated cultural cues can spark broad engagement and virality. Within 24 hours, the campaign racked up 35 million total impressions, 20 million digital views, 2.5 million engagements and over 1,000 comments.
Laxmi Shetty, head – advertisement revenue, broadcast & digital, Zee Entertainment Enterprises Ltd, said, “As consumers turn away from interruption-led communication, advertisers need moments that feel culturally earned and emotionally authentic. Dilfluencer Moments delivers reach at scale through character-first content systems that connect with audiences personally, transforming storytelling into brand love.”
Kartik Mahadev, chief marketing officer, ‘Z’ & Zee 5, added: “Access alone is no longer an advantage; affinity is. Affinity comes from storytelling, familiar characters and moments that stay with audiences across screens. Dilfluencer Moments lets brands participate meaningfully in moments audiences already love, travelling organically across linear, digital and social platforms at scale.”
By anchoring campaigns in high-trust television moments and extending them into digital and social ecosystems, Dilfluencer Moments enables brands to generate organic engagement, amplify virality and convert attention into long-term emotional equity.
With its national scale, deep emotional storytelling and character-first approach, Z is offering marketers a powerful new way to build affinity, cut through clutter and create culturally resonant brand moments that stick.
