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/2016/09/30/Untitled-1_22.jpg?itok=bftCAtGF
CNN News18 to salute 'Agents of Change'

CNN-News18 is all set to air a special half-hour show on the occasion of Gandhi Jayanti. Titled Agents for Change, the show will air on 1 and 2 October. In this special, the channel salutes the citizens who are being the change they want to see.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/30/Untitled-1_18.jpg?itok=m7MHoIF9
Sony Pix to air best films from James Bond franchise

Envy him for his sophisticated gadgets or love him for his charming attitude, you definitely cannot ignore this iconic secret agent, who will sweep you off your feet with his impeccable style and wit. The name’s Bond…James Bond – the panache that remains unparalleled since 1962. Catch the most...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/30/Untitled-1_15.jpg?itok=nyQJpnvM
Sumner Redstone pushes for CBS-Viacom merger

The maverick Sumner Redstone, not letting age dim any of his business acumen, is at it again. Earlier this week he sent a strong message to investors and potential takeover tycoons that he fav

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/30/Untitled-1_9.jpg?itok=hp_rU7bR
MTV Brand Studio to create music festival for Amazon India

Amazon.in in association with MTV is all set to welcome the festive season with an exciting content marketing initiative.To break the clutter around the festival season, Amazon has upped the ante where customer engagement is concerned by creating a one-of-its kind musical experience in association...

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/30/Untitled-1_7.jpg?itok=PugxJ9R0
Aishwarya Rai, leading singers to felicitate Clean India champs at Safaigiri Awards

The India Today Group announces the 2 edition of the India Today Safaigiri Awards 2016 - a platform that will showcase and felicitate the pioneering efforts of those who are leading the change in cleanliness. This is in continuation to the first edition that was launched in 2015, one year after...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/30/Rishtey%20Cineplex.jpg?itok=y5UWcri6
Viacom18’s Rishtey Cineplex now in Europe, N America

Viacom18 has announced its plans to launch its Hindi movie channel, Rishtey Cineplex’ in the international markets.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/30/Untitled-1_0.jpg?itok=ktuRN7ch
GoQuest, Arre tie up for content syndication

GoQuest Media has tied up with Arré, a multi-format, multi-genre digital media brand co-founded by B Sai Kumar, Ajay Chacko and Sanjay Ray Chaudhuri to distribute and monetize Arré’s vibrant content offering with the digital players & re-broadcasters across the world.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/30/Untitled-1.jpg?itok=gLoRGwSQ
Another comic roast raises a storm

Comic Roasts can backfire. Ask the AIB guys. And now you can ask the cast of Comedy Nights Bachao. In an episode that is yet to be telecast, the cast of the Krushna Abhishek-Bharati Singh-led show on Colors resorted to some leg-pulling of an actress during a film promotion on it.

Television TV Shows Comedy
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/09/29/Untitled-1_11.jpg?itok=1VlUyikl
Rs 3 crore up for grabs on Colors Marathi KBC 3 from 3 Oct

Inspiration from the US game show “Who wants to be a Millionnaire” in India 16 years ago has worked wonders for the countrymen and television viewers as well as the broadcasters. “Kaun Banega Crorepati” has got the viewers sticky eyeballs and surely showcased some of life’s most inspiring real-life...

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories