Market share gains, pick up in ad growth to help Zee Entertainment

While there are multiple triggers, the recent stock surge caps near term gains

Rise in viewership of general entertainment channels for the second consecutive month, improvement in market share, and expected gains in revenue from advertising are positives for Zee Entertainment. 

Analysts at Elara Securities say the broadcaster reported strong performance in August and was able to gain market share across general entertainment and regional genres over the previous month. 

These gains may help the firm continue outperforming its peers on the advertising front. Analysts expect advertising growth, which had come off sharply in the June quarter, to improve. Sector advertisement growth — which was down 61 per cent in the previous quarter — is