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

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

Star Ananda is targeting the upwardly mobile Bengali. "We have positioned ourselves as an expression of the Bengali on the move. We reflect their urges, aspirations and their impatience at the rate of change. 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 Aakaash Bangla, a Bengali TV channel, is the third player in the battle. Says Laxmi Narayan Goel, Director, Zee News and Zee-Aakaash News: "Chobbish Ghanta will offer viewers unbiased and in-depth news and current affairs programmes. Ours is a complete news channel with a national, rather than a regional, character, and that's where Chobbish Ghanta differs from the competition."

But what are they really fighting over? The size of the ad pie for Bengali news channels is Rs 35-50 crore per annum. And here, ABP's marketing clout gives Star Ananda a head start. The group, though, is not offering any combo offers and is treating it as a standalone channel for now. The Zee-Aakaash combine is doing likewise. "Unless the new brand is established, advertisers ask for free slots while booking slots in the existing channels. We will do it, but only later," says a spokesperson. Kolkata TV, which is a standalone channel, is reportedly offering heavy discounts to attract advertisers. Media buyers say it is still too early to say which channel offers the best exposure.

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