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Confirming the move, Zee Telefilms news group director Laxmi Goel
told indiantelevision.com, "We are going in for various marketing
alliances with print publications, including Mid Day which will
do some news and current affairs programming for Zee News."
According to Goel, the deal with Mid Day, to be announced tomorrow
in Mumbai, entails both Zee News and the tabloid giving each other
space and airtime on their product for a specified number of time
per week. He didn't divulge into details.
However, Goel admitted that Mid Day would be putting together an
eight-and-a-half minutes news programme for Zee News, which would
be credited to the Mumbai newspaper. Zee would be marketing this
programme amongst probable advertisers and would be paying
Mid Day for the news product.
Apart from Mid Day, Zee News has also struck up a barter deal for
advertising space with Outlook magazine, owned by a Rajan
Raheja company. Another Raheja company Hathway Datacom is a multi-system
cable operator (MSO), a venture in which Star owns 26 per cent stake.
Though Goel was not forthcoming, he said that the news channel
was "open to the idea" of such barter deals with other
media companies too, including online entities.
Another broadcaster that has similar barter deals with print publications
for ad space is India's pubcaster Prasar Bharati, which oversees
the functioning of Doordarshan and All India Radio.
Prasar Bharati has a string of deals already in its bag with heavyweights
like Malayala Manorama, Indian Express group and Dainik Bhaskar
and would be leveraging these relationships to publicise the re-launch
of DD News
channel.
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