|
He
seems to have got his charge's act together this time. After
a disastrous Roosevelt-type 100-hundred day relaunch of
Zee TV, group broadcast CEO Sandeep Goyal went back to the
drawing board as it were and completely reworked his strategy.
He
hired a new creative team, which was headed by Tara
wiz Vinta Nanda and left her to handle the process of getting
Zee back on track while he chose to whiz around globally,
making a pitch for the Indian television industry, and projecting
himself as the face of Zee TV, marking his presence at many
a fora.
Proof
that the strategy is working is the show Jeena Isi Ka
Naam Hain (JIKNH), which marks its third week on air
this Friday. If the first two episodes are anything to go
by, Zee TV has a winner on its hands. The tide seems to
have turned at last.
Goyal and Nanda seem to have done the right thing by plumping
for the show. Produced by NDTV for its channel NDTV World,
which never got to see the light of day, JIKNH is
just what the TV doctor would have prescribed for the ailing
Zee.
 |
Sandeep
Goyal went back to the drawing board as it were and
completely reworked his strategy
|
It has great ingredients: film star celebrities, who while
they are adored and swooned over, are little known excepting
what appears in film magazines which focus on their extramarital
affairs and mistakes rather than their positive aspects.
In noted film actor Farouque Shaikh they have a presenter
who is pretty amiable. Viewers get to know more about their
stars through lesser known people - like you and me - who
momentarily, because of their associations with the stars,
become stars themselves.
Additionally,
the show has the slickness that was missing on other Zee
TV shows. Finally, it appeals to advertisers and media planners
and buyers in ad agencies, which greatly influences whether
they buy or not.
| Tara
wiz Vinta Nanda was given the task of handling the process
of getting Zee back on track |
|
Zee TV also seems to be doing well on the marketing front
with good creative and slickly produced
billboards and promos. The creative suggests that we are
getting to see the real face behind the star's mask on
JIKNH.
The only disadvantage is that it is a weekly. To generate
stickiness for the channel, Zee TV should plug some of its
programming properties - throw in a few dailies into this
pot - heavily. Six properties - including JIKNH -
might just suffice to do the trick. It has its Playwin lottery
draw, which because of the jackpot is a property that could
build up across the whole network. Then it has Sa Re
Ga Ma which has a new anchor in Shaan, who bonds tremendously
with the bubble-gum crowd, with his boyish good looks and
melodious voice. It needs another three good shows, which
will help it ride back into the hearts of viewers.
To Zee TV's advantage is the fact that Star has not been
able to replicate the mind-boggling viewership numbers it
used to generate (with its earlier shows) for its new shows.
It has a window of opportunity to leap into. Now it's over
to Team Goyal and Nanda.
Click here for more headlines
|
