Television

Zee introduces 'transparent' rate card; media buyers unsure

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/2016/08/26/BARC.jpg?itok=4zs26b9s
BARC Week 33: Pay TV channels declines in ratings

MUMBAI: The standout of week 33 was the fall in ratings for all the major pay TV Hindi general entertainment channels, according to Broadcast Audience Research Council (BARC) all India data.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Broadcast-India-Show-2016_3.jpg?itok=7prYSZ_7
The Indian broadcast & film industry poised to redefine creativity at Broadcast India Show 2016

MUMBAI: Saicom Trade Fairs & Exhibitions Pvt. Ltd. is pleased to announce The Broadcast India Show 2016 to be hosted at the Bombay Exhibition Centre, Goregaon (E) in Mumbai, India from 20 -22 October 2016.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/tv-kids.jpg?itok=fnHNdtOS
Turner appoints Eric Lee to lead its LBE business

MUMBAI: Turner Asia Pacific has appointed Eric Lee as director for Asia Pacific to lead its growing location-based entertainment (LBE) business for the region.

Television TV Channels Kids
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/prannoy-roy.jpg?itok=YS0RtzjB
NDTV launches two new channels on Virgin cable in UK

MUMBAI: New Delhi Television Ltd (NDTV) has launched two channels on UK based telecommunication mass media company Virgin cable.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/25/Crop%20SPN_1.jpg?itok=MGTVItja
SPN India supports India' Paralympian's for Rio 2016 paralympic games

As a catalyst to the cause of empowering India’s sports talent, Sony Pictures Networks India (SPN) has partnered with the GoSports Foundation to identify and support Indian para-athletes across multiple Paralympic disciplines. The support covers high performance training, travel and competition...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/Untitled-1_1.jpg?itok=6E8Mzf3f
Sony Le Plex HD launches; destination for acclaimed & blockbuster movie titles

MUMBAI: Movie buffs are in for a treat as folks at Sony Pictures Network India (SPN) have come up with a premium fun hangout place for Hollywood film lovers. Called Sony Le Plex HD, the channel will be a house to not just from mainstream Hollywood movies but also acclaimed movies. With the brand...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/24/Untitled-1.jpg?itok=RpD-T-CL
UCWeb enters into strategic partnership with Colors TV

China based mobile browser company UCWeb has launched its new version in India with a strategic partnership with Viacom18’s Hindi GEC Colors TV for exclusive content.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_35.jpg?itok=_c-EkWh1
Discovery brings new reality-drama series 'Hardcore Pawn'

Pawning is an old practice and pawn shops are a common phenomenon in the USA, where one can get quick and easy cash by pledging (loan) their personal belongings or selling their valuable items. Discovery’s new reality series HARDCORE PAWN takes viewers into the crazy and dynamic world of American...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/08/23/Untitled-1_17.jpg?itok=vZbblkwZ
&TV's The Voice India Kids gears up for Battles

&TV’s premiere singing reality show The Voice India Kids has gained immense popularity and fan following for its great talent, fun banter between the Coaches and superlative singing. The young voices introduced in BLIND audition have definitely lived up to the motto of “Size kum hai, par dum...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories