What would be the average time spent by viewers on Zee Music compared to competition?
In terms of time spend, Zee Music has a fairly high share of about five minutes. On an average, competition has an average time spend between 5.5 – 5.8 minutes. But Zee Music has a problem of connectivity vis-à-vis competition and the difference is fairly large. While the likes of Channel V and MTV have approximately 75 per cent connectivity in cable homes country-wide, Zee Music is still at around 55 per cent. We do feel if the connectivity problem (or the distribution aspect) is looked into and resolved with an aim to be at par, the average time spend gap could also be reduced or matched by us.
