India ratings: Zing’s repositioning boosts channel

The popular youth entertainment channel, Zing has overtaken rival Zoom in India, mainly thanks to its repositioning and successful running of ‘Pyaar Tune Kya Kiya’.

Setting on a mission to connect with the discerning young audience, Zing put together the artfully packaged show ‘Pyaar Tune Kya Kiya’ based on fictional love stories. The unique positioning of the show delves deep into the lives of star crossed lovers showcasing the delicate intricacies in real life relationships. Fresh content and intense love stories are the USPs of the show which worked wonders with the needs of today�۪s young viewers. Viewers have identified with the emotions of the characters in the show as their own. ‘Pyaar Tune Kya Kiya’ has done exceedingly well while leading the genre for over three months.

���Our in-depth research and understanding of the youth space has helped us attract young viewers. Zing�۪s focus has always been showcasing content representing real lives and relationships. The high scores highlight the fact that Pyaar tune kya kiya delivered well on both the key parameters ��� content and connect. We will continue our commitment to offer best of the shows to the younger generation.�۝ Mr Anurag Bedi, EVP & Business Head- Zing quoted.

Source: TAM, CS 15-24, HSM, Week 27�۪2014 – 42�۪2014, AVG. WEEKLY GTVT�۪S