Harry.S
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MUMBAI : Zee Entertainment Enterprises Limited's
(ZEEL) new channel, Zindagi, could be the start of
re-inventing of the network's entertainment channel
bouquet. Zindagi is a mass general entertainment
channel (GEC) that will showcase content from
neighbouring Pakistan and is Zee's attempt at
making international content mass-ready.
The channel airs on June 23, across India and test
signals are already on. In the first phase, the
channel will bring fiction content from Pakistan that
would be culturally relevant to India as well, for
example, stories about immigrant South Asian
families. Zee has acquired 4,000 hours of content
from various producers in Pakistan.
After Pakistan, the network will turn to countries like
Turkey, Egypt and Latin America for content
acquisition. Punit Goenka, the network's MD and
CEO, says, ''Firstly, we identified content which
culturally suits this market, and therefore, the
audience will accept it. The idea is not to get foreign
content for the sake of getting foreign content. It has
to be imported from markets that have affinity with
the Indian market. That includes Pakistan, Turkey.
We have identified Egypt as another such market
and maybe Latin America, as we move forward.''
In the future, the channel will tie up with
production houses in India and abroad to create
fresh content for the channel. Industry experts agree
that there is scope for differentiated content in GECs.
''The good part about this strategy is that Zee is
still targeting a mass audience. The fact is that there
is a large section of the audience which accesses
such content online, not always legally,'' says a
veteran in the industry, who preferred to remain
anonymous.
Zindagi signals a new stage in Zee's life as well. The
network has axed some channels and a few more are
likely to face the same fate. It has taken off air the
fashion and lifestyle channel, Zee Trendz, and the
Punjabi entertainment channel, ETC Punjabi, in the
last quarter. Goenka indicates that there will be more
channels that will follow, depending on their
commercial viability.
Zee is pulling out all stops to distribute Zindagi
aggressively, targeting 95 percent availability on the
first day itself.
Facing the twin industry challenges of digital
subscriptions and 12-minute ad cap, the launch of a
new GEC will help Zee increase its ad inventory. ''The
market share of GECs has increased from 34 per
cent in 2008 to 40 per cent in 2013. Last year, when
we launched Zee Anmol in the FTA (free-to-air)
space, it expanded the FTA share within Hindi
GECs from 6 per cent to 8 per cent, as other networks
followed. Research conducted across cities for
Zindagi has revealed that the audience wants
alternative content, as has already been demonstrated
in film-viewing, and we aim to bring this fresh
alternative to our viewers on television,'' says Goenka.
Zindagi is targeted at the urban female, and its
programmes are geared to resonate with her on
issues that are relevant. Zee wants to fragment the
audience, since its research shows that there is a
sense of disconnect with the content on existing GECs
among younger, urban women (below 35 years). As
a result, the content that has been acquired for
Zindagi is recent fiction content (between 2012 and
2013) inspired by novels. The shows all have definite
storylines and so won't go on forever, which is
another complaint that Zee's consumer research
shows.
But cannibalisation of the viewership share of its
flagship GEC does not fluster Goenka: ''I always
believe in fragmenting the market rather than getting
fragmented. As a content company and network, I
have to make sure that I fragment (the market). If
Zindagi eats into Zee TV, so be it, but as long as my
network share grows, I am still happy. In fact, I
will be happy if it eats into Zee TV because then it
will eat into other GECs' share as well.''
In the era of digitsation, a network's bouquet
strength is critical. After the split with the
distribution joint-venture with Star India,
MediaPro, Zee has to move fast in getting value
propositions to increase its bargaining power with
distributors and local cable operators. With
Zindagi, Zee has taken a step towards strengthening
its bouquet by occupying a space which may seem
risky on the onset, but could end up being a game-
changer in a fatigued GEC space.
The initial response from advertisers looks positive,
according to media planners. Having already
pitched the concept and content to the Mumbai-
based advertisers, the Zee team will start roadshows
in other metros like Delhi and Bangalore in the next
couple of weeks. The channel will also be looking at
southern India (success in which has eluded Hindi
GECs) in a big way and sponsorship deals are
expected to be announced in due course of time.
Marketing moves :
....... Zindagi's marketing began on social media with
buzz about the freshness of its content. The
campaign is pegged around the universal appeal of
good content and emotions. Its tagline reads Jode
Dilon Ko - a proposition of bringing people from
across borders closer through stories.
....... The Facebook page started a conversation around
the need for fresh content on GECs. The channel also
launched a spoof video on some of the current GEC
shows, highlighting the monotony of the current
content.
....... Zee will also highlight the original music on
Zindagi's shows. With artistes like Ali Zafar,
Abida Parveen and Rahat Fateh Ali Khan lending
their voice, Zindagi's campaign will play it up,
especially on digital. These singers also have a fan
base in India.
....... Brand films released on the digital platform
will give a peek into the packaging and content of the
channel. These have been made by the Bollywood
director Abhishek Kapoor..
(ZEEL) new channel, Zindagi, could be the start of
re-inventing of the network's entertainment channel
bouquet. Zindagi is a mass general entertainment
channel (GEC) that will showcase content from
neighbouring Pakistan and is Zee's attempt at
making international content mass-ready.
The channel airs on June 23, across India and test
signals are already on. In the first phase, the
channel will bring fiction content from Pakistan that
would be culturally relevant to India as well, for
example, stories about immigrant South Asian
families. Zee has acquired 4,000 hours of content
from various producers in Pakistan.
After Pakistan, the network will turn to countries like
Turkey, Egypt and Latin America for content
acquisition. Punit Goenka, the network's MD and
CEO, says, ''Firstly, we identified content which
culturally suits this market, and therefore, the
audience will accept it. The idea is not to get foreign
content for the sake of getting foreign content. It has
to be imported from markets that have affinity with
the Indian market. That includes Pakistan, Turkey.
We have identified Egypt as another such market
and maybe Latin America, as we move forward.''
In the future, the channel will tie up with
production houses in India and abroad to create
fresh content for the channel. Industry experts agree
that there is scope for differentiated content in GECs.
''The good part about this strategy is that Zee is
still targeting a mass audience. The fact is that there
is a large section of the audience which accesses
such content online, not always legally,'' says a
veteran in the industry, who preferred to remain
anonymous.
Zindagi signals a new stage in Zee's life as well. The
network has axed some channels and a few more are
likely to face the same fate. It has taken off air the
fashion and lifestyle channel, Zee Trendz, and the
Punjabi entertainment channel, ETC Punjabi, in the
last quarter. Goenka indicates that there will be more
channels that will follow, depending on their
commercial viability.
Zee is pulling out all stops to distribute Zindagi
aggressively, targeting 95 percent availability on the
first day itself.
Facing the twin industry challenges of digital
subscriptions and 12-minute ad cap, the launch of a
new GEC will help Zee increase its ad inventory. ''The
market share of GECs has increased from 34 per
cent in 2008 to 40 per cent in 2013. Last year, when
we launched Zee Anmol in the FTA (free-to-air)
space, it expanded the FTA share within Hindi
GECs from 6 per cent to 8 per cent, as other networks
followed. Research conducted across cities for
Zindagi has revealed that the audience wants
alternative content, as has already been demonstrated
in film-viewing, and we aim to bring this fresh
alternative to our viewers on television,'' says Goenka.
Zindagi is targeted at the urban female, and its
programmes are geared to resonate with her on
issues that are relevant. Zee wants to fragment the
audience, since its research shows that there is a
sense of disconnect with the content on existing GECs
among younger, urban women (below 35 years). As
a result, the content that has been acquired for
Zindagi is recent fiction content (between 2012 and
2013) inspired by novels. The shows all have definite
storylines and so won't go on forever, which is
another complaint that Zee's consumer research
shows.
But cannibalisation of the viewership share of its
flagship GEC does not fluster Goenka: ''I always
believe in fragmenting the market rather than getting
fragmented. As a content company and network, I
have to make sure that I fragment (the market). If
Zindagi eats into Zee TV, so be it, but as long as my
network share grows, I am still happy. In fact, I
will be happy if it eats into Zee TV because then it
will eat into other GECs' share as well.''
In the era of digitsation, a network's bouquet
strength is critical. After the split with the
distribution joint-venture with Star India,
MediaPro, Zee has to move fast in getting value
propositions to increase its bargaining power with
distributors and local cable operators. With
Zindagi, Zee has taken a step towards strengthening
its bouquet by occupying a space which may seem
risky on the onset, but could end up being a game-
changer in a fatigued GEC space.
The initial response from advertisers looks positive,
according to media planners. Having already
pitched the concept and content to the Mumbai-
based advertisers, the Zee team will start roadshows
in other metros like Delhi and Bangalore in the next
couple of weeks. The channel will also be looking at
southern India (success in which has eluded Hindi
GECs) in a big way and sponsorship deals are
expected to be announced in due course of time.
Marketing moves :
....... Zindagi's marketing began on social media with
buzz about the freshness of its content. The
campaign is pegged around the universal appeal of
good content and emotions. Its tagline reads Jode
Dilon Ko - a proposition of bringing people from
across borders closer through stories.
....... The Facebook page started a conversation around
the need for fresh content on GECs. The channel also
launched a spoof video on some of the current GEC
shows, highlighting the monotony of the current
content.
....... Zee will also highlight the original music on
Zindagi's shows. With artistes like Ali Zafar,
Abida Parveen and Rahat Fateh Ali Khan lending
their voice, Zindagi's campaign will play it up,
especially on digital. These singers also have a fan
base in India.
....... Brand films released on the digital platform
will give a peek into the packaging and content of the
channel. These have been made by the Bollywood
director Abhishek Kapoor..
lol
