Subhadarshi Tripathy, the Business Head of ZeeQ, is driving Zeel's efforts as it seeks to establish foothold in a genre dominated by foreign networks like Disney, Nickelodeon and Turner. Tripathy is responsible for developing brand strategy, programming and content acquisition strategy.
In a conversation with Indiantelevision.com's JavedFarooqui , Tripathy shares his views about the opportunities in the kid's genre, ZeeQ's content strategy and how it plans to drive the pay-TV business ina market where business model is still loaded heavily infavour of ad sales.
Excerpts :
Q. Why couldn't ZeeQ fully be owned and managed by Zee Entertainment Enterprises Ltd (Zeel)? Who has the management of the channel?
The channel is owned by Zeel because it is the home for all the entertainment broadcast business of Zee. The operations of the channel are managed by Zee Learn as thiscompany specifically runs the education business of children. We have an in-house ad sales team while distribution is being managed by Media Pro. So in that senseZeeQ is a completely different set-up.
Q. Since multinational companies dominate the kids broadcasting business, what has been the initial feedback you have got about the channel since its launch?
The content strategy has been designed in such a way that we get more and more participative content. We believe that people who participate are eventually going to subscribe to the channel.
The content strategy has been designed in such a way that we get more and more participative content. We are already getting good response since the letters that we have received have been very engaging and havegone to the extent of even suggesting us to tweak particular elements of some shows. Teenovation, for example, is a show which has got fantastic response.
But since this is a 'free view period' (till March), we wouldn't know how many people would subscribe to us. ZeeQ is a pay channel. We are not chasing TAM ratings because how many people subscribe to the channel will define how many people like it.
Q. Has the distribution of the channel been settled on the digital platforms?
We are currently available onDish TV and Videocon d2h. Tata Sky should happen soon. we are also on digital cable TV.
We have planned out our distribution strategy. As thereare 38 cities that are coming up for digitisation in the second phase (by 31 March according to government mandate), we have selected 20 cities out of them where werun our schools. For more Indiantelevision.com > Executive Dossier > Indiantelevision.com's interview with ZeeQ Business Head Subhadarshi Tripathy
In a conversation with Indiantelevision.com's JavedFarooqui , Tripathy shares his views about the opportunities in the kid's genre, ZeeQ's content strategy and how it plans to drive the pay-TV business ina market where business model is still loaded heavily infavour of ad sales.
Excerpts :
Q. Why couldn't ZeeQ fully be owned and managed by Zee Entertainment Enterprises Ltd (Zeel)? Who has the management of the channel?
The channel is owned by Zeel because it is the home for all the entertainment broadcast business of Zee. The operations of the channel are managed by Zee Learn as thiscompany specifically runs the education business of children. We have an in-house ad sales team while distribution is being managed by Media Pro. So in that senseZeeQ is a completely different set-up.
Q. Since multinational companies dominate the kids broadcasting business, what has been the initial feedback you have got about the channel since its launch?
The content strategy has been designed in such a way that we get more and more participative content. We believe that people who participate are eventually going to subscribe to the channel.
The content strategy has been designed in such a way that we get more and more participative content. We are already getting good response since the letters that we have received have been very engaging and havegone to the extent of even suggesting us to tweak particular elements of some shows. Teenovation, for example, is a show which has got fantastic response.
But since this is a 'free view period' (till March), we wouldn't know how many people would subscribe to us. ZeeQ is a pay channel. We are not chasing TAM ratings because how many people subscribe to the channel will define how many people like it.
Q. Has the distribution of the channel been settled on the digital platforms?
We are currently available onDish TV and Videocon d2h. Tata Sky should happen soon. we are also on digital cable TV.
We have planned out our distribution strategy. As thereare 38 cities that are coming up for digitisation in the second phase (by 31 March according to government mandate), we have selected 20 cities out of them where werun our schools. For more Indiantelevision.com > Executive Dossier > Indiantelevision.com's interview with ZeeQ Business Head Subhadarshi Tripathy
