11 months ago| article
Q&A with Priyanka Datta, business head - Zindagi and FTA cluster, ZEEL
Jun 04, 2014 01:36:00 PM | Article | Ananya Saha Share -
Since it is a GEC, would Zindagi not compete with Zee channel when it comes to audiences and advertisers?When you look at the markets abroad, there are some 30-35 channels in the GEC space alone. In India, we have some nine odd channels. So, there is scope for more. Now, within the same portfolio you have 2-3 channels that are already being broadcast. So why should you stay behind, since somebody or other will definitely launch and eat into our share. So why not launch channels from the same network? We see this channel to be a category creator. When you look at the current GEC space, you have tier I GEC, tier II GEC, FTA cluster, youth GECs. Similarly, we believe this channel will create a premium mass category. Since i have been in sales for about 12 years, one thing that advertisers talk about is that in Hindi GECs give you the maximum reach. The advertisers have brand they want instant reach for but they have to go to English channels, which does not give them the push. There was always a subliminal thought that there should be a Hindi channel that caters to this premium category, which is why we believe that this content can create premium mass audience. Will the content for Zindagi be shown on Zee as well?No. They are two SBUs, seperate profit centres with their own content.Can you share the marketing initiatives lined up for the channel?We are doing a 360-degree blitzkrieg. The 25 channels of our network are carrying the promotions of Zindagi. Other than the required media buy - radio, outdoor, print, digital, television - we are doing a lot of initiatives that are marketing the channel in the true sense. What we want to do is associate with organisations like Aaghaz-e-Dosti, which is an initiative for peace and friendship between India and Pakistan. These are associations, which can become big and make a difference in the society per se. It is an extension of our corporate philosophy - 'Vasudhaiva Kutumbakam'. Will Zindagi showcase orginally-produced content or have syndicated content as well?We have close to 4,000 hours of content. Currently, we are producing content overseas. Other than that there is also syndicated content. As we move along, we will get into further production, which we will announce in another six months.