Zee backs new show rollout with $3m advertising blitz
<p>NEW DELHI: Zee TV is attempting a comeback with 24 new programmes
</p><p>and a multimedia marketing communications campaign to reclaim its
</p><p>position as India's leading television broadcaster.
</p><p><BR><BR>
</p><p>Its fight back for pole position comes after Star Plus recently grabbed
</p><p>the top spot from Zee after it flooded the market with a range of new
</p><p>shows, 35 of which were rated among the top 50 programmes across the
</p><p>country.
</p><p><BR><BR>
</p><p>With an annual budget of US$30 million, Zee has rolled out 24 new
</p><p>programmes, which were developed following audience research.
</p><p><BR><BR>
</p><p>The study, which focused on housewives aged between 25 and 35 -
</p><p>perceived as the country's core group of television viewers - found that
</p><p>people preferred shows with exotic locales, music, relationships and
</p><p>interactivity.
</p><p><BR><BR>
</p><p>Zee Telefilms chief executive officer, Sandeep Goyal, said: "The brand
</p><p>needed a shot-in-the-arm. Remember, it's an intrinsically strong brand
</p><p>with high recall.
</p><p><BR><BR>
</p><p>"If you go back in history, most of our products have been enormously
</p><p>successful," he added.
</p><p><BR><BR>
</p><p>The programming roll-out came amid a blitz of television and print ads -
</p><p>developed by Rediffusion DY&R - including a new logo and the tagline,
</p><p>"In New Style".
</p><p><BR><BR>
</p><p>The campaign, which is said to have a budget of around US$3
</p><p>million, has created a stir and Zee has been able to sell about
</p><p>two-thirds of its advertising inventory within a short time, claimed the
</p><p>broadcaster's marketing director, Partha Sinha.
</p><p><BR><BR>
</p><p>"The campaign and the programming aims to create specific opportunities
</p><p>for the brand to present itself in the right context," said Sinha.
</p><p><BR><BR>
</p><p>One programme, for instance, coincides with Hindustan Levers' brand
</p><p>position of fair and lovely for its skincare brand.
</p><p><BR><BR>
</p><p>Zee has also introduced an interactive show with a mouthful of a title:
</p><p>If you say yes, then yes. If you say no, then no, based on a popular
</p><p>British series called You Decide, where viewers choose how a particular
</p><p>story ends.
</p><p><BR><BR>
</p>
by
|
10/26/2001
NEW DELHI: Zee TV is attempting a comeback with 24 new programmes
and a multimedia marketing communications campaign to reclaim its
position as India's leading television broadcaster.
Its fight back for pole position comes after Star Plus recently grabbed
the top spot from Zee after it flooded the market with a range of new
shows, 35 of which were rated among the top 50 programmes across the
country.
With an annual budget of US$30 million, Zee has rolled out 24 new
programmes, which were developed following audience research.
The study, which focused on housewives aged between 25 and 35 -
perceived as the country's core group of television viewers - found that
people preferred shows with exotic locales, music, relationships and
interactivity.
Zee Telefilms chief executive officer, Sandeep Goyal, said: "The brand
needed a shot-in-the-arm. Remember, it's an intrinsically strong brand
with high recall.
"If you go back in history, most of our products have been enormously
successful," he added.
The programming roll-out came amid a blitz of television and print ads -
developed by Rediffusion DY&R - including a new logo and the tagline,
"In New Style".
The campaign, which is said to have a budget of around US$3
million, has created a stir and Zee has been able to sell about
two-thirds of its advertising inventory within a short time, claimed the
broadcaster's marketing director, Partha Sinha.
"The campaign and the programming aims to create specific opportunities
for the brand to present itself in the right context," said Sinha.
One programme, for instance, coincides with Hindustan Levers' brand
position of fair and lovely for its skincare brand.
Zee has also introduced an interactive show with a mouthful of a title:
If you say yes, then yes. If you say no, then no, based on a popular
British series called You Decide, where viewers choose how a particular
story ends.
