Eyeball To Eyeball Three 24-hour news channels are jostling for eyeballs in Kolkata. And the challengers are determined to outrun the market leader.

One doesn't usually associate Kolkata with battles for marketshare. But a no-holds-barred dogfight raging in this metropolis isshaping up as a riveting thriller; and only the very brave or veryfoolish are wagering on the final outcome.

It began quietly in June, 2005, when the ABP Group, which controlsStar News, launched Star Ananda, the first 24-hour Bengali newschannel. But its monopoly was challenged within months by two newplayers. In an uncanny replay of a similar battle in the English newsspace, Suman Chatterjee, the high profile Executive Producer of StarAnanda and a veteran ABP hand, broke away with a large team-including another group veteran, noted film maker Aparna Sen-to formKolkata TV, a rival 24-hour news channel, with funding from thepromoters of Xenitis Group (of Amar PC fame). This was accompanied bya multi-crore rupee, high decibel ad campaign-on billboards andkiosks-in Kolkata, its suburbs and even in far-flung districts.Result: it generated viewership of 25 per cent within a week oflaunch in March, 2006. This has since settled at 15 per cent. SaysShantanu Ghosh, Chairman, Xenitis Group: "We have the best people inthe trade. This gives our channel a different look and feel." Each ofthese channels is playing the differentiation game. To cash in on theelection fever, Kolkata TV has flown in psephologists MaheshRangarajan and Yogendra Yadav to analyse the ongoing state electionsand score brownie points over its rivals.

Star Ananda is targeting the upwardly mobile Bengali. "We havepositioned ourselves as an expression of the Bengali on the move. Wereflect their urges, aspirations and their impatience at the rate ofchange. Star Ananda, thus, mirrors the new vibrancy of the Bengali-speaking people," says the spokesperson of the channel.

Chobbish Ghanta, a joint venture between Zee News and AakaashBangla, a Bengali TV channel, is the third player in the battle. SaysLaxmi Narayan Goel, Director, Zee News and Zee-Aakaash News:"Chobbish Ghanta will offer viewers unbiased and in-depth news andcurrent affairs programmes. Ours is a complete news channel with anational, rather than a regional, character, and that's whereChobbish Ghanta differs from the competition."

But what are they really fighting over? The size of the ad pie forBengali news channels is Rs 35-50 crore per annum. And here, ABP'smarketing clout gives Star Ananda a head start. The group, though, isnot offering any combo offers and is treating it as a standalonechannel for now. The Zee-Aakaash combine is doing likewise. "Unlessthe new brand is established, advertisers ask for free slots whilebooking slots in the existing channels. We will do it, but onlylater," says a spokesperson. Kolkata TV, which is a standalonechannel, is reportedly offering heavy discounts to attractadvertisers. Media buyers say it is still too early to say whichchannel offers the best exposure.

For now, it seems Star Ananda is clinging to its first moveradvantage; its pedigree also makes it a clear favourite to maintainits lead. But the challengers are no pushovers. It's early days yet.And the months ahead will throw up a clearer pointer to the directionof this battle.