Zee push capitalises on Times' report

<p>NEW DELHI: Zee News has rolled out a print campaign, capitalising </p><p>on a news report in a leading financial daily which described it as "the </p><p>channel to watch". </p><p><BR><BR> </p><p>In its reporting on last month's historic India-Pakistan peace summit </p><p>between the leaders of the two countries, The Economic Times stated that </p><p>Zee's diet of international updates and live coverage had caught "the </p><p>fancy of people across the border". The report also stated that Zee had </p><p>pipped "biggies like CNN and BBC". </p><p><BR><BR> </p><p>The print-only campaign in the national daily, The Times of India, </p><p>featured a tear sheet of the report, with the tagline: "At last, India </p><p>and Pakistan agree on something". </p><p><BR><BR> </p><p>Using white space judiciously, the ad featured the Zee News logo, with </p><p>the tagline: "Zee News is now the preferred news channel on both sides </p><p>of the border". </p><p><BR><BR> </p><p>The advertising burst follows Zee Telefilms' decision to hand its </p><p>US$1 million Zee News account to McCann-Erickson, which is </p><p>handling both the creative and media briefs. </p><p><BR><BR> </p><p>Percept Advertising was the incumbent on the Zee account. Zee's senior </p><p>vice-president for marketing, Partha Pratim Sinha, said: "No pitching </p><p>was done. We chose McCann-Erickson on the basis of its credentials." </p><p><BR><BR> </p><p>The Zee campaign follows results from the Target Audience Measurement </p><p>report for Indian viewers for the week ending June 23, which put Hindi </p><p>news channel Aaj Tak in pole position and Zee in second place in the </p><p>news channel category. </p><p><BR><BR> </p><p>The two were followed by Star News, BBC, CNBC and CNN respectively. </p><p><BR><BR> </p><p>Media sources said that Zee's performance highlights the popularity of </p><p>programmes - which it has customised for audiences in India - across the </p><p>border. </p><p><BR><BR> </p>