Earlier known as Zee 24 Chhattisgarh, the channel rebranded earlier this year due to the divorce between Zee and IBC.
The channel IBC 24 has faced a tough time due to the audience leaving the channel as the Zee brand doesn’t appear on top and Chhattisgarh has been removed from the name.
IBC 24 has managed to gain leadership after a month of launch and will soon expand into Madhya Pradesh to increase the reach of the channel.
Now with a bigger market in its kitty, the channel is expecting its revenue base to expand as the viewership grows. “Since Chhattisgarh is a very small market, making it a commercial success was a challenge. However, expansion into MP should help ease pressures a bit as it is a bigger market and should help us garner more eyeballs,” Agarwal said.