GECs
Star leads TV network sweepstakes
MUMBAI: Which is the ruling television network in India? Which of them has raced ahead in the viewership stake post the opening up of the lockdowns? Which network’s content is resonating better with viewer cooped up in homes?
Well, the Broadcast Audience Research Council (BARC) has released data for four weeks from week 32 to week 35 for All India 2+ audiences to give us its take. And the winner, according to that is the Star network with a share of 22 per cent. Clearly, Uday Shankar, K. Madhavan, and team are doing something right.
And very close behind it is the Zee network with its 21 per cent slice. Clearly, CEO Punit Goenka is living up to his commitment that he is going to put his best foot forward and help the network regain its leadership position.
Network18, it looks, like has a lot of catching up to do with a 11 per cent piece.
The Sun network, which was once ruling is at fourth position with its share of 11 per cent while Sony brings up the rear with a nine per cent piece.
BARC has clarified that the Star network includes Star, Disney, Asianet, and NGC. Zee, Zee Media ancd Zee Akash have been considered as part of the Zee network . Network18 includes Viacom18, AETN18, TV18, IBMN Lokmat.
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.
