Sony’s biggest competitor Zee TV has been able to score over it, on all-day viewership after several weeks of efforts. Now Zee’s biggest challenge is to maintain that position.

Over the past seven weeks, Zee TV, which has been No 3 amongst general entertainment channels, has managed to close in on Sony No 2 position and now according to TAM data they have even edge past it.

The channel war has just begun with Sony trying hard to increase its ratings and Zee ready with a strong lineup of new formats including Business Baazigar which will be hosted by Zee-owner Subhash Chandra himself.

Zee has scored on the 7:30-8 pm slot, Monday to Friday, where it is far ahead of Sony. Zee’s ‘Saat Phere’ and ‘Sa Re Ga Ma Pa’ have been able to capture many viewers whereas Sony’s long run ‘Jassi’ and revamped version of ‘Deal Ya No Deal’ have failed to hold interest of viewers. Another reality show of Sony ‘Indian Idol 2′ has not gained as much popularity as ‘Indian Idol 1′.

However Sony sees the current phase as a temporary phase. They believe that Zee lucky mascot ‘Sa Re Ga Ma Pa challenge 2005′ is coming to an end and ‘Kam Ya Zyada’ has not performed very well. Sony’s hunch is that since Idols are entering the gala round and with Filmfare awards, Bunty aur Babli and The Rising all in the pipeline, their ratings should go up.