Television

Zee introduces 'transparent' rate card; media buyers unsure

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2015/11/02/Untitled-1_3.jpg?itok=pAQfGCCe

MUMBAI / NEW DELHI: The great thing about Zee is that it cannot be far behind from what others have done and this time round it is taking care to get things right, though they may look a bit complicated at first go.

 

 

Close on the heels of other channels and networks unveiling their rate cards, the Subhash Chandra-promoted Zee Telefilms too, has introduced a comprehensive price manual in an effort to provide greater value to advertisers.



The Zee price manual incorporates a comprehensive set of variables which can be configured by media buyers and clients to optimize return on spends. Zee has developed categories such as Tiara, Zee Kohinoor, Kohinoor, Platinum, Gold and Silver in addition to types such as Singles, Doubles, Bonanza, Bumper, Value and Steal. For Zee Cinema, there are special property packages such as Grandeur, Glamour, Gloss, Glitz.



The highest rate in the topmost slab Tiara is the rate of Rs 125,000 per 10 seconds in the Singles categories whereas the lowest rate in bottom slab Silver is Rs 5000 per 10 seconds under the Steal category.



Optimum Media Solutions executive vice president Amit Ray says that Zee has effectively reduced its peak rates from Rs 250,000 to Rs 125,000 (Tiara Singles category) and from Rs 60,000 to Rs 12,500 (Silver Singles category). "Zee's logic is to ensure that existing advertisers stick with the channel. However, the existing clients will benefit from this rate card in terms of the packages and bonusing and they might not necessarily up their spends. The new clients might come in but Zee might not necessarily benefit and might not get the volumes it expects to get," adds Ray.



The price manual, which has independent matrices for each channel, will be a rate offering by secondage, rate slabs, sponsorships, programmes, bonus grids, special spend benefits, early bird offers, exclusive Zee TV deal

incentives, position premiums and special packages.



Zee Telefilms will, henceforth, be marketing all FCT (free commercial time) under the Zee Integrated Price Packages and all transactions will use the variables presented.



"As a media house, we have been at the forefront of many media changes and this is yet another. The era of showing clients deliveries through notional discounts and projected percentage savings has gone. The New Age intelligent buyer-planner wants to move beyond the sabzi mandi approach of fighting for effective rates, to delivering genuine value and through this flexible and

rationalised rate card, we are there to help him concentrate on the right value adds / deliverables," a company spokesperson said.



Meant to be a handy kit for media buyers and media planners on Zee, the manual addresses the key issue of a complete free-for-all on rates that prevails in electronic media buying. The consequence of anarchic rates has

been, for the media industry, financial indiscipline and the perception of clients of better deals being on offer by the channel to other buyers.



By tabling all the variables in a manual, which can be accessed by any media buyer or planner or client, the price manual seeks to bring in transparency and rationalised rates. The price manual will bring into focus

scientifically designed impact as against the current melee to arrive at Effective Rates. The flexibility of options enables the media buyer to work out what he wants while suiting his specific requirements.



Zee Telefilms believes that this will take planners out of the "protracted negotiation loop. However, Optimum Media Solutions' Ray says: "There is very little logic in reducing the peak rates. In TV purchases, the lowest printed price card becomes the starting point for negotiations. After all, it is a low demand, high supply situation."



The Zee price packages will enable planners to work out meaningful packages for clients since it presents the tools to pick and choose what makes sense for the client. The manual has inbuilt flexibility which enables the media buyer to scope out the entire offering options and through appropriate combinations arrive at deals which are both better than those of competition as well as all the options are laid out upfront.



Several media planners and buyers, however, said they would have to study the rate card carefully before commenting. One was quite dismissive though, while posing the question: "Do rate cards really matter?"

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Aaj-tak-sabse.jpg?itok=y5SUyDvL
Aaj Tak regains number one position in Hindi News genre

MUMBAI: Zee News made way for the entry of News24 in the top five channels' list in the Hindi News Rural genre in this week's BARC India data. In the Hindi News Urban space, ABP showed up in the top five list pushing out News Nation.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/zee%20%281%29.jpg?itok=G2vJCfG-
Zee's 'Khwaabon Ke Darmiyaan' emerges as top-ranking TV show in UAE

Zee Middle East’s second, locally produced fiction series Khwaabon Ke Darmiyaan which follows the storyline of a UAE based real estate tycoon, has emerged as the top-ranking TV show among south Asians in the UAE for two consecutive months.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Discovery%20%281%29.jpg?itok=rcV4zr8O
Star World dominates English Entertainment, Discovery regains no.1 spot

Star World dominated the English Entertainment genre followed by Zee Cafe. Players in the space witnessed a significant hike in the ratings this week.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Times-Internet%20%281%29.jpg?itok=Ih3sQCAj
Times Internet appoints Rattan Chugh & Vivek Pandey in leadership roles

Looking to further consolidate its position as India's leading digital product company, Times Internet, today, announced the addition of two experienced and proven corporate leaders to their senior management team. Rattan Chugh comes in as the new chief people's officer from Standard Chartered,...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Sundaram%20%281%29.jpg?itok=verTtP_F
Times Now ex-CFO Sundaram joins Republic

MUMBAI: Former Times Now CFO S Sundaram has joined Republic, Arnab Goswami’s media entity, as the group CFO for the TV and digital venture.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/karan-bajaj%20%281%29.jpg?itok=PEGordMk
DSport bags rights of Chinese League, IPL on cards

Discovery’s newest offering in the sports industry, DSport, has acquired the rights of the Chinese Super League (CSL). The tournament will be aired from 11 March.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/vidyut%20%281%29.jpg?itok=aSVPkrQT
Movies Now brings Vidyut Jamwal to promote 'Knockouts @ 7'

Movies Now has associated with an upcoming action film Commando 2 for its flagship property Knockouts @ 7. The property airs action packed movies like Quantum Of Solace, Spiderman 2, The Chronicles Of Narnia: Prince Caspian, Snake On A Plane and many more every Monday–Friday at 7 pm.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/pramod%20%281%29.jpg?itok=X3UbSddA
Pramod Chandorkar is IRAA awards director

The Indian Recording Arts Academy has announced Pramod Chandorkar as the Awards Director. Pramod has been working as a Sound Engineer since 1995. He has worked on numerous mega hit albums and films as Chief Sound Engineer. He is one of the few audio engineers who have excelled in all branches of...

Television TV Shows Awards
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Kalanithi-Maran.jpg?itok=byGkIFgE
Sun TV to benefit greatly from DAS III & IV: Centrum Broking

MUMBAI: Stockbroking firm Centrum Broking’s research team is relatively bullish on the Sun TV Network. In its latest report, Centrum has stated that Sun TV has said that recent developments bode well for the Kalanithi Maran promoted southern TV network. “We draw comfort from the court’s recent...

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories