Launched in January, NDTV Imagine has edged out Sony Entertainment Television from its third position in terms of viewership in the general entertainment category.

NDTV Imagine's market share in the genre has risen from 5 per cent (week January 20-26) to 8 per cent (from February 17–23), according to TAM media research.
On the other hand, Sony's market share, challenged by NDTV Imagine, dropped from 9 per cent to 7 per cent in the same period.
"The Hindi general entertainment viewers are seeking different content now. It is difficult for an existing channel to shift gears. We decided to bring in change and it has worked to our advantage. Airing a mythological serial on weekdays is one such example," Sameer Nair, CEO, NDTV Imagine, said.
The channel is launching new fiction and non-fiction programmes. Eleven shows are currently on air and four to five shows will be added by July-August.
"We have built our viewer ship base. We need to expand and reach out to new audience," Nair added.
Meanwhile, Sony is taking the NDTV challenge seriously. In a rearguard action, the channel has increased its programming budget by 15 to 20 per cent over the last year.
"Sony losing its position is a short-term impact. Whenever a new channel is launched with the right marketing, distribution and content push, viewers sample it. The Hindi general entertainment genre is highly competitive. We are focussing on increasing our market share. A slate of new format shows will help us consolidate our position," N P Singh, COO, Sony Entertainment Television, said.
Sony recently launched a new reality show Waar Parivaar with actor Urmila Matondkar playing host, and Naya Roop Nayi Zindagi, the Indian version of Extreme Makeover. In June, Salman Khan will host a show Dus Ka Dum, followed by the fourth season of Indian Idol and the third season of Jhalak Dikhlaa Ja.
However, Singh does not feel the channel will have an overdose of reality shows.
According to him, there has to be a judicious mix of fiction and non-fiction programming for a channel to sustain in the long run.
Reality-format shows give a channel reach but are an expensive proposition, Singh added.
According to industry estimates, for a 15-week show, a channel could spend over Rs 50 crore.