While Zee's regional channel has a share of six per cent for the week ending November 28, 1999, DD10 lags behind with two per cent. In fact, Alpha Marathi scores above Star Plus (three per cent), though it is behind the high-delivery general Hindi entertainment channels Zee TV (14 per cent) and Sony Entertainment Television (10 per cent).

Alpha Marathi has scored with better soap operas and movies, media analysts said. The channel's two top-rated programmes are `Abhal Maya' (a woman-oriented soap) and `Prapanch' (a family drama). `Tharar', a thriller, is also attracting higher ratings. "We have found the right programming mix and have driven up the quality of the regional language serials," said a Zee spokesperson.

The channel's evening news slots, however, are showing lower ratings than Doordarshan's regional channel. The weekdays average television rating points (TRPs) for the period November 22-November 28 is 1.1 per cent in Mumbai in the 7.30 pm slot, compared to DD10's 3.1 per cent (7 pm). In the rest of Maharastra, Alpha Marathi fares even poorer while DD10 shows improvement in the 10 lakh-30 lakh populated towns of the state.Even in the weekends when DD10 does not air news, Zee's regional channel does not indicate higher ratings. "It clearly shows that the channel has to beef up its news-based programming," a media analyst said. Alpha Marathi, however, enjoys an improved rating in the 9.30 late evening news slot, compared to its 7.30 pm bulletin.

The DD Marathi channel, though, is not able to hold on to the lead it has over news. It is particularly weak after the 8 pm time slot, even as Alpha Marathi's popularity builds up. "The channel has to improve the quality of its soap operas and serials," a media analyst said.

According to INTAM data, Zee's regional channel is well ahead of DD10 in terms of gross rating points (GRPs). While Alpha Marathi's 13-week average GRP for the period beginning 30th August is 135 in the cable and satellite homes of Maharastra, DD10 is behind at 96. The gap between the two channels widens in Mumbai with Alpha Marathi touching a GRP of 143, compared with DD10's 86. Only in Pune does the DD regional kendra fare better with a GRP of 138, ahead of Zee's 103. The reason for this could be the additional programmes lined up by the Zee Network.