Special Report: Jus Punjabi to disrupt UK market?
From what was once a market dominated by just ZEE Network’s entertainment Punjabi channel, ZEE Punjabi (previously Alpha TV Punjabi), the UK TV sector has now grown with three entertainment Punjabi channels and a clutch of Sikh religious channels.
The UK Punjabi population has access to not just ZEE Punjabi but also market leader PTC Punjabi. While, ZEE Punjabi is currently behind a subscription wall, it was one of the first players in the UK market – giving it an edge over its rivals. However, it is unable to verify its audience figures due to its current set-up.
This is where PTC Punjabi has the upper hand as the UK’s most watched Punjabi entertainment channel backed by data released from BARB. Its current free-to-air status gives the channel a bigger reach and access to a wider audience. Equipped with exclusive rights to Gurbani from the Golden Temple, big Punjabi movie premieres, exclusive premieres of music videos and large events like PTC Punjabi Music Awards and PTC Punjabi Film Awards, PTC Punjabi has managed to lead the genre.
With smaller independent UK channels like Brit Asia TV, The Sikh Channel, Akaal Channel and Sangat TV, PTC Punjabi has been able to hold on to the lead. However, recently the market saw the arrival of America’s first local Punjabi entertainment channel, Jus Punjabi in the UK. However, the big question is whether the channel will be different enough to disrupt the UK Punjabi TV market.
Manish Tiwari, founder of Here & Now 365 agency in London said, “With over 700,000 Punjabis in the UK and with Punjabi being the third most spoken language, the market is big enough for one more Punjabi channel to join the bouquet of Asian channels available. ZEE Punjabi and PTC Punjabi have been around for a while and have their set of loyal viewership, what remains to be seen is what new and innovative content will Jus Punjabi be bringing to the table. In today’s day and age where audiences are spoilt for choice, it is only good content that resonates with the target audience that will shine. Also, ZEE Punjabi and PTC Punjabi will need to look at their services and up the game so as to not lose out on their audience.”
Jus Punjabi, which launched in the US in 2005, was positioned as a local Punjabi entertainment channel – providing celebrity chatshows, music videos and moreover live content from its studios in Punjab. The channel is expected to do something similar with a range of locally produced shows for the UK Punjabi TV market. Thusfar, Punjabi TV channels in the UK have been dependent heavily on imported shows from India – without much local flavour.
Manish Tiwari, Here & Now 365
ZEE Punjabi and PTC Punjabi will need to look at their services and up the game so as to not lose out on their audience.
Opening up about the small Punjabi market in the UK, an executive of a leading TV network, who wished to remain anonymous said, “The Punjabi market is quite small and further divided between the religious and the GEC channels. Given the size of the audience this market is limited, crowded and any new entrant will struggle to make substantial inroads. The existing channels don’t have a very high viewership and are struggling on the profitability front. To add to that Jus Punjabi has had a very quiet launch with no publicity – how do you expect viewers to even know the channel exists? But whatever little audience size it does manage to get it will further fragment the viewership thus impacting the existing channels.”
However, despite this, Prasad Manjrekar of Mans Media agency, was bit more optimistic about the future of Jus Punjabi. He said, “I feel there is scope for a third Punjabi channel in the space, as it is a niche. It will also give Punjabi audiences more choice in terms of programming and taste. Also, being a US originated channel, Jus Punjabi would have a different flair to it. Although a third channel (Jus Punjabi) should not make a big dent to the audience figures of the two existing channels (in particular ZEE Punjabi, being a subscription based, at least till now), Jus Punjabi will have to consider strategies to connect/poach audiences from PTC Punjabi for sure, if they want to do well in terms of their mainstream revenues.”
Veteran, Javed Husain of Media Reach agency, added, “It’s always a good sign to see more players, choice is a good sign . What is important is to see what Jus Punjabi is offering, if the product is the same mixture of the existing two channels content, then it will be more division of the audience. The data on Punjabi viewers do not show a major increase of Punjabi viewers over the last years. For channels to hold and retain audience, they need to look at quality of programming and attract younger and diverse Punjabi audience. We welcome good quality channels and professional operators.”
Javed Husain, Media Reach
The data on Punjabi viewers do not show a major increase of Punjabi viewers over the last years. For channels to hold and retain audience, they need to look at quality of programming and attract younger and diverse Punjabi audience.
Rajan Singh, who has helmed most of the big Asian TV networks including Star TV, ZEE Network and Sony Entertainment Television over the years, was a little more cut-throat with the direction the market is going. He said, “The market is big enough if you want to just about survive but the market is not big enough if you want to make a profit. Some channels have in the past launched without a proper business plan, road map where they are going and more importantly any serious management. A lot of channels not just Punjabi channels are surviving day to day with no clear vision of where they are going. Seriously television channels are finding it tough and this year I predict another five Asian channels will be launching. Some will say the consumer is the winner not really as there is nothing new on offer for them.”
Looking over its programming schedule, Jus Punjabi has a good balance of news bulletins, live lifestyle shows, music based programming and religious gurbani. Its evening primetime consists of at least two-hours of live studio shows – more than any other of its entertainment Punjabi rivals. However, three points, which may go against the channel is A. The rumoured cost of around £300k for its Sky EPG slot B. The rising competition after Sky Asia Pack is axed this summer – resulting in smaller share of the advertising pie C. Market uncertainty in the economy due to Brexit. The channel has also spent a fair amount to ensure it broadcasts in a higher bitrate giving it superior quality over rival channels.
The market is expected to take another turn when big TV networks Sony Pictures Networks and ZEE Network (including ZEE Punjabi) enter the Sky Asia Pack. This will then see ZEE Punjabi become a BARB rated channel. Meanwhile, Jus Punjabi is set to sign-up to BARB within the next month or so, which will be the real test to see how the UK has embraced (or not) the channel. Rivals, PTC Punjabi and Brit Asia TV are also re-working on their programme strategies. Brit Asia TV has recently had management change with their focus being a lot more on local programming, while PTC Punjabi is also expected to do the same with a stronger output to lure viewers. Who emerges as the ultimate leader will be decided within the next six months, so let the war begin!
