South India’s top pay-TV broadcaster Sun TV Network has also planned to launch its Bangla GEC Sun Bangla by Q4 FY19 or Q1 FY20.
At present, the regional segment is dominated byZEE Entertainment’s Zee Bangla which has upstaged the Star Jalsha channel to become the number 1 channel. Viacom18’s Colors Bangla is a distant third followed by SPNI’s Sony Aath, which is a hybrid channel airing a mix of dub, original, and animated content.
Also, there are also independent channels like Ruposhi Bangla and Aakash Aath. However, their market share is very minuscule. The top 4 channels command over 90% of the market share.
According to ZEEL chief marketing officer Prathyusha Agarwal, “The Bengali viewers are culturally rooted and prefer to consume content in their native language.”
Concurring with Agarwal, Viacom18 head regional entertainment Ravish Kumar said: “Bengal market is more accepting when it comes to innovative content. The market is immensely competitive and lots of investments are happening in terms of content production and other avenues.”