In the dynamic landscape of Telugu language linear television channels, one channel stands out for dogged persistence and an unwavering commitment to entertaining and fostering connections with its audience and empowering advertisers: Zee Telugu.
Ever since it arrived in 2005, the channel has worked hard to become a regional powerhouse, at least in the urban Telugu markets, and is working hard towards reaching a much stronger position in the rural markets to have an impact across all Telugu markets in AP+Tel per BARC. While that journey and growth might take some time – and displacing the current extremely well entrenched rival and leader Star Maa across all markets rural and urban will never be an easy task, particularly if you go by the last 13 weeks GEC channel shares per BARC for all AP+Tel markets (that table appears later).
But then, again, television channel competition, like a cricket match, can never be taken for granted. While each regional GEC plans for test-match quality it must deliver in resounding T-20 match fashion through BARC ratings each week, Zee Telugu has been performing very well in the urban markets, if its mailer of 18 March 2024 is any indication.
So this deep dive will walk you across the milestones and innovations of Zee Telugu’s 23-year journey, underlined by a relentless pursuit of excellence as it continues its growth push in the urban Telugu markets across AP+Tel.
On the 18th of March, Zee Telugu sent out a mailer to B2B professionals, entitled: THE PRIME TIME CHAMPION: No 1 in 7/9 slots (per BARC: NCCS All 15+ AP/Tel, Urban, Wk 10’24, 1800-2400 Hrs Mon-Sat GRPS). That was just a few days back.
That’s just about a couple of weeks back, and it celebrates the strength of Zee Telugu in the urban markets of Andhra Pradesh / Telangana (AP / Tel).
The breakup for Week 10’24 was as follows:
And in Week 11/24, too, Zee Telugu dominated the fiction space in the urban All 15+ AP/Tel markets, as seen from the following table:
So ZEE Telugu has been growing in the Urban markets, and this story looks at what has been helping it grow there.
But before we cast that look, here is an overview, to set the perspective for fair context, of the total Market share for all 4 Telugu GECs across U+R AP & Telangana:
That out of the way, Zee Telugu deserves kudos for the kind of combination of content, marketing and promotions that it has deployed, consistently, working hard towards getting better in the rural markets too.
Now, lets continue our deep dive into Zee Telugu surge in the urban markets
Harking back to its origins, From its inception in 2005 amidst a fiercely competitive market, Zee Telugu has defied odds and grown exponentially over the years. Starting with a modest 3% market share, the channel has soared to unprecedented heights, achieving a peak market share of 35.7% in 2023, a testament to its enduring popularity and resonance with viewers across Andhra Pradesh and Telangana. Of course, next major pit- and celebrations stop: its language-market leadership per BARC. Yes, a long way for that, but the channel’s strong network and local markets leadership has its eye on that prize. Quite a bit distant, yet, but certainly not impossible.
Zee Telugu’s growth has been fueled by a persistent commitment to delivering content that deeply resonates with Telugu-speaking viewers across all genres of programming, and leading with sparkling shows in Fiction and Non-Fiction, including though–provoking fiction shows like Chinna Kodalu and impactful non-fiction programs like Bathuku Jatka Bandi.
Beyond entertainment, Zee Telugu serves as a catalyst for social change, engaging audiences through innovative activations and collaborations with top brands. A good part of its popular shows has been the result of audience insights and inputs, and we look at several such examples of collaborative excellence in the course of this deep dive.
As Zee Telugu looks to the future, it remains dedicated to pushing boundaries and forging stronger connections with its audience, setting new standards in the Telugu television industry. Join us on a journey through the evolution of Zee Telugu, a channel that continues to captivate hearts and empower brands with each story it tells, each show it creates.
Creating, cultivating, growing tentpoles: Case in point – Omkaram
Omkaram on Zee Telugu holds a very strong place in the hearts of the audience as it is built on the core of culture and belief system as devotion is a very strong emotion in the Telugu heartland.
Omkaram’s journey commenced on December 9, 2013, pioneering astrology predictions using dice is hosted by Devishree Guruji. Omkaram is a Telugu spiritual show which provides information on astrology and spirituality.
In this one-of-its-kind show, where Devishree Guruji gives astrological solutions based on RAMALA SHASTRA. The show covers a wide range of subjects, including how to perform poojas and reap their advantages, how to overcome obstacles in one’s horoscope, and how to grow a small business to a bigger one, among other astrological queries. In a groundbreaking initiative, astrology was, for the first time, predicted using dice, offering viewers solutions to their myriad problems.
Guruji also guides people on how to conduct themselves in the modern world and lead a happy life. This is helpful to all the generations, and it is named ’Manchi Mata’. Each episode of ‘Manchi Mata’ includes Guruji narrating a story with underlying ethical lessons for mankind. Beyond spiritual matters, Guruji delves into the realm of food with medicinal values, offering advice on consumption.
Every year on the occasion of Mahashivratri and Navaratri, Guruji performs various Pujas. Last year, during Shivratri, he took his followers through the temples of Nepal and performed puja. He also travelled to the Himalayas twice which was telecasted on TV for his viewers.
Five years ago, Guruji conducted a pooja at Sanath Nagar temple, Hyderabad, witnessing an overwhelming audience contribution that surpassed expectations. Throughout the COVID-19 pandemic, Guruji personally donated food to many in need, and even today, we receive numerous calls from viewers seeking guidance on diverse topics such as jobs, marriage, babies, and vastu.
2024 – Shivratri
During MahaShivratri 2024, viewers experienced the essence of the festival with a special episode of Omkaram. Zee Telugu decided to telecast special live episodes of OMKARAM with Devi Sri Guruji on March 8th and 9th.
On March 8th at 8:00 am, Guruji unraveled the mysteries surrounding Lord Shiva’s birth, his unparalleled strength, and the profound tales encapsulating his being. Later that evening, from 11:00 pm to 12:30 am, Guruji engaged directly with the audience through phone calls, followed by Guruji performing Maha Rudrabhishekam.
As the night unfolded, viewers had the opportunity to share their experiences of witnessing the sacred ritual. The entire episode was broadcast live, fostering a deep sense of connection among devotees. The next day, on March 9th at 8:00 am, Guruji explained the divine union and the marriage of Parvathi and Shiva. It was a unique celebration on television screens.
So the dominance of Zee Telugu (#1 in 7/9 prime time slots) as announced on 18th March is from less than a week back. Let’s look at the milestones and insights numbers of Zee Telugu from way back – circa 2005, some 23 years ago, when it launched
Zee Telugu – Milestones and insights numbers
The Telugu entertainment market has been a highly competitive space. Zee Telugu entered in 2005 when three established channels were ruling the market, and over the last 18 years it has grown multi-fold to emerge as one of the top GECs across Andhra Pradesh and Telangana.
Interestingly, Zee Telugu had opened with 3% market share in 2005-06, and grew into to a peak market share of 35.7% in 2023, which is its highest achievement to date.
In fact, this year has been momentous for the channel as it has achieved several milestones. From recording the highest ever viewership for Fiction shows to securing the No. 1 position in 11 Fiction slots, to being No. 1 in the Prime-Time category, as well as No. 1 in the Fiction Genre, Zee Telugu has had several reasons to celebrate.
The channel has also been No. 1 in Hyderabad for the past 8 consecutive years, clearly indicating that it has been making the right strides in terms of providing enthralling and relatable content to the audience, which drives them to tune in to the channel every single day.
Zee Telugu has solidified its position as No. 2 in the urban market, achieving the channel’s highest-ever 33% share.
Also, the channel emerged as the No. 1 player in the fiction genre, No.1 in Primetime, No.1 in Hyderabad.
Zee Telugu leadership:
- EPT (6PM to 7:30PM) – No.1 Channel
- CPT (7:30PM to 10PM_ – No.1 Channel
Zee Telugu has been achieving two double digit (10+TVR) ratings shows with Trinayani and Prema Entha Madhuram.
Zee Telugu – Fastest growing Telugu channel in FY2023
In the fiscal year 2023, Zee Telugu has been the fatest growing channel in AP & Telangana. It attained a significant milestone, emerging as the industry’s most sought-after Telugu TV channel with strong audience-acceptance.
Amidst a dynamically shifting landscape, the channel has embraced innovation and ingenuity to present content that not only entertains but also deeply connects with emotions and intellect.
The pursuit has been to push boundaries, question established norms, and craft experiences that enthrall and motivate. The growth signifies commitment to deliver gripping narratives, pioneering shows, and indelible moments. It reflects the channel’s dedication to staying at the forefront, anticipating needs and desires, and providing content that surpasses expectations.
In keeping with that channel-vision, let’s look at Zee Telugu’s varied offerings in fiction and non-fiction shows and their unique formats and narratives.
Zee Telugu’s varied offerings, formats, narratives in fiction and non-fiction shows
Zee Telugu has been bringing families together through the power of television and its differentiated offerings. Staying true to the brand proposition of ‘Aarambham Okka Aduguthone’, which translates to ‘The beginning is with one step’, the channel has always tried to bring about a change in the Telugu TV industry by presenting unique, clutter-breaking, and inspirational fiction and non-fiction shows.
Zee Telugu is now on the brink of launching a glamorous celebrity dance reality show. Renowned yesteryear actor Meena is set to make her Telugu TV debut as a judge, and the well-known anchor from the 90s and 2000s, Udaya Bhanu, will be hosting the show. The lineup also includes several glamorous Telugu TV artists who will be participating in the show.
Zee Telugu started off by promoting the talent of AP & Telangana through Non-Fiction shows like Aata and Sa Re Ga Ma Pa, while trying to raise the bar for Zee Telugu. However, seeing the fiction wave and keeping monetization in mind, the channel strengthened the fiction game from 2010 onwards. It tasted first success with the inspirational show Chinna Kodalu which was well received by youngsters and women, and since then emerged as slot leaders in several time slots over the years.
In the fiction space, shows such as Chinna Kodalu, Varudhini Parinayam, Mudda Mandaram, Muthyala Muggu, Pasupu Kumkuma, Raktha Sambandham, Gundamma Katha, Radhamma Kuturu, Prema Entha Madhuram, Trinayani, and Padamati Sandhyaragam, amongst others, were very well received, especially because of their distinct and thought-provoking narratives.
Zee Telugu also successfully provided the right kind of platform for new talent to grow in the industry through non-fiction properties like Aata, Sa Re Ga Ma Pa, Drama Juniors and Dance India Dance, among others. -based reality shows like Gold Rush, Gadasari Atha Sogasari Kodalu, Mayadweepam, Koncham Touch lo Unte Cheptha, Super Serial Championship, Super Queen, as well as Ladies & Gentlemen have earned room in audiences’ hearts.
Zee Telugu – Inspiring change in the the community
Equally, offerings such as Lakshmidevi Thalapu Thattindi and Bathuku Jatka Bandi went on to bring about a change in the community. Even today, shows like Trinayani, Prema Entha Madhuram, Ammayigaru, Chiranjeevi Lakshmi Sowbhagyavathi, Rajeshwari Vilas Coffee Club, Mukkupudaka, Padmati Sandhya Ragam as well as special events like Mahotsavam, Kutumbam Awards, ZEE Cine Awards (Telugu), festive celebrations / events like Sankranthi Sambaralu, Bonalu, amongst other along with top-rated movies that are presented on the channel have received much love from the viewers due to their unique USP quotient and narratives.
Staying head of linear platforms and OTT services
With competition from linear platforms as well as OTT services, rejection of shows have become quicker now. In order to stay ahead of the competition, Zee Telugu has upped the ante by providing an extensive range of fiction programs.
Inspired by consumer insights: Zee Telugu’s stories are largely based on the feedback of consumers and the characters, scenes and episodes of the shows are all carefully designed in line with the customer insights. For example, the prime-time program, Padamati Sandhyaragam, is a twin-protagonist story based on consumer insights. Unique stories such as Trinayani (based on a woman with supernatural abilities) and Prema Entha Madhuram (a love story of a 25-year-old woman and 40-year-old businessman) were also conceptualised on the basis of consumer insights.
The content strategy of Zee Telugu shows
Having seen Zee Telugu’s content strategy and trajectory, one sees it tries to provide varied offerings; in fact, Zee Telugu is the hub of original stories in it its larger network, bringing forth provide interesting and engaging narratives to the viewers across originals and remakes, and ensuring that the good content also receives strong, strategic and impactful customer awareness communication that is both, strategically and creatively telling. As any good responsive linear TV channel, Zee Telugu also makes tweaks respecting regional-market sensibilities. While working on existing stories, a set of teams along with the writers’ panel works on future story ideas based on viewer insights.
Two aspects of storytelling on Zee Telugu:
Zee Telugu has consciously focussed on 2 different aspects of storytelling. One is coming up with thought-provoking, clutter-breaking and home-grown fiction and non-fiction properties, as well as presenting local and relatable content.
In fact, the channel believes that regional culture plays a significant role while crafting stories that authenticate and educate the new generation about tradition and culture. Human and cultural insights are driving forces behind building relatability and fulfilling people’s entertainment and emotional needs. A mix of real-life experiences, and situations, one can say that the fiction shows content has also enabled the channel to stand out in the AP and Telangana market.
The Telugu GEC industry has several players and standing out amongst the crowd ultimately decides where the audience pivots. Hence, the channel has concentrated upon developing original, homegrown fiction and non-fiction assets as well as delivering stories that are pertinent and relatable to the Telugu states.
Radhamma Kuturu, a Zee Telugu original idea, is the ideal illustration, and has surpassed language barriers to become successful not only in the original form but also as adaptations in multiple languages, such as Puttakana Makkalu in Kannada, Meekanshi Ponnunga in Tamil, and Kundmbashree Sharada in Malayalam. The show was created by analysing audience insights, and it has now travelled to many parts of India and been translated into other languages, demonstrating the strength of the original idea.
Zee Telugu has also developed stories like Padamati Sandhya Ragam (about two generations of characters), Muthyala Muggu (small-town aspirational story revolving around a kabaddi player, and how a girl can do anything), Punnaga, Nagabhairavi (affiliation towards supernatural content) after taking audience interest into consideration.
Looking ahead: Goals and vision for Zee Telugu in the coming years
Driven by continuous engagement with the audience to provide path-breaking, thought-provoking and relatable stories, and working towards revamping its fiction and non-fiction space as per viewer interest and advice in the course of developing fresh and exclusive content for its audiences has been the mainstay of Zee Telugu’s viewer and content strategy and vision. As its Content Officer Anuradha Gudur has said in an earlier release, through its ‘soul to screen’ initiative, Zee Telugu is committed to ensuring that in 2024 it judges the pulse of the viewers correctly and accordingly formulates its content slate. That, one sees, has been how the channel has been creating its offerings for quite some time now.
Zee Telugu: From viewer-engagement and -connect to brand acceptance and integrations
Several brands have been approaching Zee Telugu for special associations during the festive season, especially for their topical events and special episodes. With the brand hosting engaging, large-scale festive special events with a growing viewership, brands have found it as a lucrative option to increase their visibility amongst the Telugu-speaking audience.
Rather than outdoor advertising or TV promos, major players like ITC, Colgate, Godrej, Karur Vysya Bank, amongst others, are turning to integrations in Zee Telugu’s special festive events. The brands have been on the lookout for innovative ways to increase their visibility and through research, they have found out that Zee Telugu’s festive shows are a rewarding alternative to much more traditional options.
The increase in brands collaborating for such shows is bigger than the growth of integrations for movies, reality shows, amongst other on-air programmes.
Brands aim to leverage and amplify Zee Telugu’s brand presence in regional markets: Apart from presenting thought-provoking and entertaining content, Zee Telugu has also emerged as the flagbearer of innovative on-ground engagement activations, especially in small towns across the two Telugu-speaking states.
In fact, Zee Telugu has been planning and executing some never-seen-before, ingenious and engaging on-ground events and activations for its shows and movies in a bid to reach out to its audience across the smallest of smallest towns in AP & Telangana.
The exciting and unique initiatives are a way for the channel to personally connect and engage with its viewers at the local level as well as reward them for their loyalty. The channel plans the events on a grand scale on a regular basis, such that each event organised in these small towns has witnessed footfalls of more than 10000 people on a consistent basis!
Apart from these on-ground events, popular Zee Telugu fiction shows artistes also pay a visit to the homes of some lucky people in these small towns as a part of these activations. What’s more is that they take pictures with their fans, spend time with the families they visit, perform special acts for them and provide them with a wholesome experience. All this not only helps the channel’s audience-connect to grow, but people in the smaller towns of AP & Telangana also feel connected with the channel, its shows, its artistes and all of that remains etched in their minds forever.
Recent events and marketing innovations from Zee Telugu
SHAKING HANDS WITH THE STARS – 2020 – Mahesh Babu & Ramya Krishnan; 2021 – Krithi Shetty; 2022 – Mahesh Babu and his daughter Sitara
SOCIAL INNOVATION: AI ART – FICTION SHOWS: Zee Telugu collaborated with a local AI Artist to create unique art for fiction shows. Jumping on to the Barbie trend – Zee Telugu imagined most romantic couple Prema Entha Madhuram leads as Barbie & Ken.
After the launch of Jagadhthri – the action sequences were catching up – that’s when we imagined Jagadthari as a Hollywood style Firey action agent. The AI art creatives garnered an eng. Of xx & reach of xx in 48 hours.
Theme Park Radhe Shyam World Television Premiere:
Radhe Shyam Theme Park in Bhimavaram ‘The HomeTown of Prahbas’, creating a Visual retreat with Experiencial Theme Park to the Fans of Rebel Star
Lord Krishna Human Formation for Karthikeya 2 World Television Premiere: Human Formation of popular poster of Lord Krishna from the Movie, Karthikeya 2, at Kammam. More than 2000 students were involved in this formation
Ground Events:
More than than 10000 viewers participated in each Fiction ground event. This encouraged sponsors like Santoor to get associated for the events.
Zee Telugu: Strong journey of consistent leadership in the realm of fiction
Having been a near-consistent but strong #2 amongst the 4 Telugu GECs the Telugu television industry, Zee Telugu has always been committed to offering entertaining and delightful shows to its viewers. The channel has consistently worked towards developing original yet relatable narratives and clutter-breaking properties, which has enabled it to earn the love and respect of the Telugu-speaking audience. In the successful journey Zee Telugu achieved a remarkable milestone.
In fact, what Zee Telugu’s Chief Content Officer Anuradha Gudur posted recently sums up the ethos and essence of the channel’s growing relevance and popularity. Anuradha had written, “Extremely happy to share Zee Telugu’s extraordinary journey of consistent leadership in the realm of FICTION. This milestone stands as a testament to our team’s unwavering commitment to the ‘Soul to Screen’ philosophy, intricately woven into each content piece.
“We have always-and-only prioritized our viewers, crafting stories tailored to their preferences, and this sustained leadership is the result of their love & respect. Thanks for your continued support Punit Misra sir, Siju Prabhakaran & my wonderful team at Zee Telugu Veena Sarkar, Jayanth Raghavan, Krishna Mohan, Murali Krishna, Ravi Ratnakar, C V& all the Production Houses.” Gratitude and credit where they are due. And as Zee Telugu looks to the future, it remains dedicated to pushing boundaries and forging stronger connections with its audience, setting new standards in the Telugu television industry as a channel always out to captivate hearts and empower brands with each story it tells, each show it creates. How soon it drives a deeper stake in the rural markets of AP+Tel with its strong fiction shows and more, will be germaine to market thought- and numbers leadership. Easier said than done, but certainly a possibility.