Enterr10 TV’s Fakt Marathi gains at expense of pay channels in new TRAI regime
MUMBAI: Enterr10 Television’s free to air (FTA) Marathi entertainment channel Fakt Marathi has sprung a surprise by ascending to the top position in the Marathi GEC genre.
As per the week 13 data released by BARC India, Fakt Marathi was the number one Marathi GEC with 35.5 crore impressions. In the process, the FTA channel humbled pay channel biggies like Zee Marathi, Colors Marathi, and Star Pravah.
One of the main reasons for the upset is the implementation of the Telecom Regulatory Authority of India’s (TRAI) new pricing regime. The new regime which came into force from 1st April after two extensions is proving to be a living nightmare for the TV broadcasters.
However, this is a temporary phase and the major pay channels are bound to bounce back once the ground situation stabilises. The new pricing regime has thrown the entire TV distribution chain into disarray. The distribution platforms are facing their share of teething problems.
This is expected to stabilise over the next few months as the end consumers get used to the new way of picking channels.
However, Fakt Marathi is elated with the feat that it has achieved. Enterr10 Television’s Shirish Pattanshetty stated that Fakt Marathi was a Marathi movie channel which started airing fiction and devotional shows from 18th March.
The shift to entertainment content coupled with availability in base packs of DPOs besides the presence on DD Free Dish has helped the channel attain the number 1 position.
“The TRAI regulations have helped us because we are in the base pack across all cable networks. From 18th March, we converted Fakt Marathi to a Marathi GEC. We are also available on DD Free Dish. So a combination of factors has helped us,” Pattanshetty told TelevisionPost.com.
He further stated, “When these pay channels were switched off from 1st March or earlier people were left with limited choices. Our channel got sampled by the audiences.”
Fakt Marathi has two hours of original content in prime-time from 7-9 pm. It also airs devotional content and movies in three time slots. Fakt Marathi has 400 films in its library.
The strategy going forward is to increase original content to four hours. It will also focus on original IPs like events and comedy show. “We are planning to launch a non-fiction show by Ganpati,” he stated.
Buoyed by the growth in viewership, Fakt Marathi is planning to revise its ad rates. “We will increase our ad rates drastically due to increase in our numbers. We are able to deliver the GRPs,” Pattanshetty averred.